Zhen ( Jay ) Yang. Digital Marketing New Technology in Marketing Consumer Well-being

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1 Zhen ( Jay ) Yang # Market Street, Philadelphia, PA, zy77@drexel.edu Telephone: (312) Website: lebow.drexel.edu/people/zhenyang EDUCATION Ph.D. Marketing Sep Jun 2019 M.S. Marketing analytics Illinois Institute of Technology B.S. Management Shandong University B.S. Economics Shandong University RESEARCH INTERESTS Digital Marketing New Technology in Marketing Consumer Well-being PUBLICATION Yanliu Huang and Zhen Yang (2018), Write or Type? How a Paper versus Digital Shopping List Influences the Way Consumers Plan and Shop, Journal of the Association for Consumer Research (the special issue of Consumer Response to the Evolving Retailing Landscape ), forthcoming. DISSERTATION Understand Consumer s Product Decisions when Shopping by Voice Proposal defended in early June 2018 Dissertation Committee: Yanliu Huang (Chair), Chen Wang, Bert Rosenbloom, Trina Andras, and Barbara Kahn (External Member). Today s e-merchants start offering artificially intelligent virtual assistant on their websites (e.g., Amazon Alexa), allowing consumers to place an order using their voice. Compared with traditional online shopping that is navigated by point-and-click, shopping by voice resembles face-to-face communication and is perceived as more interactive and social. In this research, I hypothesize that shopping by voice will (1) enhance mental simulation, making consumers more immersed in shopping environment and facilitating the choice of hedonic products (e.g., high calorie food); (2) increase the perceived socialness of website, consequently, promoting interpersonal trust and leading to a higher likelihood of purchasing recommended products. I created a real online food ordering website (where orders could be placed by either clicking or voice) to collect data to test my hypotheses. * This research project won Seed Project Competition, and received $5,000 research grant from the ExCITe Center of. 1

2 WORKING PAPERS AND SELECTED WORK IN PROGRESS New Technology in Marketing: 1. Understand Consumer s Product Decision when Shopping by Voice, with Yanliu Huang, Barbara Kahn, and Jiangen He 2. How a Paper versus Digital Calendar Influences Consumer s Planning and Everyday Activity, with Yanliu Huang and Vicki Morwitz (three studies completed) Consumer Well-being: 3. The Effect of Numeric Information on Product Evaluation, with Yanliu Huang and Dengfeng Yan (five studies completed) 4. Doctor or Patient as Spokesperson? The Spokesperson Effect on Consumer s Evaluation of Hospital, with Yanliu Huang (two studies completed) Digital Marketing: 5. The Effect of Color and Position of Add-to-Cart Button on Consumer s Click Intention, with Yanliu Huang 6. Investigate the Antecedents of Affiliate Control System, with Bert Rosenbloom 7. Examine the Role of Physical and Psychological Distance on Word-of-Mouth Evaluation, with Zhengjie Li INVITED PRESENTATIONS (*Presenter) Zhen Yang*, Yanliu Huang, Barbara Kahn, and Jiangen He (2018), Understand Consumer s Product Decisions when Shopping by Voice, Guest speaker for the T3 presentation at ExCITe Center of Yanliu Huang and Zhen Yang* (2017), Write or Type? How a Paper versus Digital Shopping List Influences the Way Consumers Plan and Shop, Invited talk at Consumer Response to the Evolving Retailing Landscape Conference organized by the Jay H. Baker Retailing Center at the Wharton School of the University of Pennsylvania in collaboration with the Marketing Science Institute (MSI) and AMA, Philadelphia, PA 2

3 CONFERENCE PRESENTATIONS (*Presenter) Yanliu Huang and Zhen Yang* (2018), Write or Type? How a Paper versus Digital Shopping List Influences the Way Consumers Plan and Shop, The Society for Consumer Psychology Conference, Dallas, TX Zhen Yang* and Yanliu Huang (2017), The Effect of Color and Position of Add-to-Cart on Consumer s Click Intention, Academy of Marketing Science Annual Conference, San Diego, CA Zhen Yang* and Zhengjie Li (2017), Examine the Role of Physical and Psychological Distance on Word-of-Mouth Evaluation, Academy of Marketing Science Annual Conference, San Diego, CA Zhen Yang* and Yanliu Huang (2017), The Effect of Color and Position of Add-to-Cart on Consumer s Click Intention, American Marketing Association Winter Conference, Orlando, FL Zhen Yang* and Bert Rosenbloom (2016), Investigate the Antecedents of Affiliate Control System, Academy of Marketing Science Annual Conference, Lake Buena Vista, FL Zhen Yang* and Zhengjie Li (2016), Examine the Role of Perceived Risks in World-of-Mouth Evaluation, American Marketing Association Winter Conference, Las Vegas, NV GRANTS, HONORS, AND AWARDS SERVICES AMA Sheth Doctoral Consortium Fellow, University of Leeds 2018 Marketing Department Research Excellence Award, 2018 Research Grant ($5,000), ExCITe Center, 2017 Winner, Seed Project Research Competition, ExCITe Center, 2017 Teaching Excellence Awards, 2017 Graduate Student Travel Awards, 2016, 2018 Dragon Scholarship, Full Graduate Fellowship, Stuart Dean Scholarship, Illinois Institute of Technology First Prize Scholarship, Shandong University 2007 Ad-hoc Reviewer, SCP Annual Conference Ad-hoc Reviewer, AMA Annual Conference present 2016 present TEACHING INTERESTS Digital Marketing, Internet Marketing, Social Media Marketing Services Marketing, Consumer Behavior Marketing Research, Marketing Analytics 3

4 TEACHING EXPERIENCE Course Instructor, Services Marketing (Teaching Evaluation: 3.65/4) Fall 2017 Undergraduate Program,, Recitation Instructor, Introduction to Marketing Management Fall 2015 Spring 2017 Undergraduate Program,, Teaching Assistant, Introduction to Marketing Management Fall 2014 present Undergraduate Program,, Teaching Assistant, Consumer Behavior Spring 2018 Undergraduate Program,, DOCTORAL COURSEWORK Marketing Concept Found Buyer Behavior Yanliu Huang Seminar in Strategic Marketing Planning Rolph Anderson Developing Marketing Thought and Theory Bert Rosenbloom Developing Marketing Channel System Bert Rosenbloom Seminar in Research Practice Hyokjin Kwak Quantitative Research in Marketing Michaela Draganska Management Seminar in Management Strategy: Theory Daniel Tzabbar Seminar in Management Strategy: Methodology Jeongsik Lee Statistics Multivariate Analysis I Jennifer Golek Multivariate Analysis II David Gefen CERTIFICATE Certificate, Database Management University of California, Los Angeles Certificate, Information System University of California, Los Angeles PROFESSIONAL EXPERIENCE Account Manager RebatesMe.com, Los Angeles, CA Consumer Insight Analyst Fuhu, Inc., Los Angeles, CA Marketing Analyst Avatar International, Chicago, IL

5 REFERENCES Yanliu Huang (Advisor) Associate Professor of Marketing Telephone: (215) Chen Wang Assistant Professor of Marketing Telephone: (215) Trina Larsen Andras Professor of Marketing & Department Head Telephone: (215) Bert Rosenbloom J. Donald Rauth Professor of Business Management Telephone: (215)

6 APPENDIX: SELECTED RESEARCH ABSTRACTS Understand Consumer s Product Decision when Shopping by Voice with Yanliu Huang, Barbara Kahn, and Jiangen He, This research examines the influence of shopping modality (i.e., shopping by voice or by pointand-click) on consumer s product decisions in the online shopping context. We propose that voice shopping resembles face-to-face communication between salespeople and consumers, and will be perceived as more social and interactive. As a consequence, shopping by voice will (1) enhance mental simulation, making consumers more immersed in the environment and facilitating the choice of hedonic products (e.g., high calorie food); (2) increase the perceived socialness of website, consequently, eliciting interpersonal trust and leading to a higher acceptance of recommended products. I created a real online food ordering website (where orders could be placed by either mouse-click or voice) to collect data in the experimental setting. Two studies have been conducted by far to test the hypotheses and rule out alternative explanations. More studies are being designed and conducted. Write or Type? How a Paper versus a Digital Shopping List Influences the Way Consumers Plan and Shop with Yanliu Huang (forthcoming at Journal of the Association for Consumer Research) This research examines how a traditional handwritten paper shopping list differs from a digital shopping list created on smart devices in influencing consumers planning and shopping behavior. We propose that a paper shopping list includes more items than a digital shopping list, and products on a paper shopping list are less hedonic than those on a digital shopping list. Furthermore, the use of a digital shopping list leads to more unplanned and hedonic purchases in the store, while the use of a paper shopping list results in more planned purchases. We also discuss psychological processes underlying these effects. We conduct three studies in which we manipulate shopping list type and track consumers actual purchases to test our hypotheses. The Effect of Numeric Information on Product Evaluation with Yanliu Huang and Dengfeng Yan Previous research suggests that people process precise and round numbers differently. This research focuses on the influence of numeric information on product evaluation. We propose that processing precise number is more arousing, and the heightened arousal will polarize product evaluation, making the influence of valenced product information more salient in product evaluation. On the other hand, since processing round number is easier and thus less arousing, the pattern is unlikely to be observed when round number is utilized. Five studies were conducted by far to provide support for our hypotheses. 6