Haiyang Yang
Johns Hopkins University
Publications 18
#1Haiyang Yang (Johns Hopkins University)H-Index: 5
#2Ziv Carmon (Ad: INSEAD)H-Index: 10
Last.Michael I. Norton (Harvard University)H-Index: 44
view all 4 authors...
1 CitationsSource
Five studies utilizing a variety of experimental approaches and secondary datasets show that a visual property present in all brand logos—the degree of symmetry/asymmetry—can interact with brand personality to impact brand equity. Specifically, compared to symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that possess an exciting personality. This can...
4 CitationsSource
#1Moty Amar (Ono Academic College)H-Index: 2
#2Dan Ariely (Duke University)H-Index: 68
Last.Haiyang Yang (Johns Hopkins University)H-Index: 5
view all 4 authors...
1 CitationsSource
#1Quentin André (Ad: INSEAD)H-Index: 2
#2Ziv Carmon (Ad: INSEAD)H-Index: 10
Last.Haiyang Yang (Johns Hopkins University)H-Index: 5
view all 10 authors...
Recent developments in the field of artificial intelligence and data analytics are facilitating the automation of some consumer chores (e.g., in smart homes and in self-driving cars) and allow the emergence of big-data-driven, micro-targeting marketing practices (e.g., personalized content recommendation algorithms). We contend that those developments can generate a tension for marketers, consumers, and policy makers: They can, on the one hand, contribute to consumer well-being by making consume...
11 CitationsSource
#1Haiyang YangH-Index: 5
#2Ziv CarmonH-Index: 10
Last.Brian WansinkH-Index: 64
view all 7 authors...
Sin un estimulo externo, puede ser muy dificil superar las trampas de los impulsos viscerales
#1Haiyang Yang (Johns Hopkins University)H-Index: 5
#2Antonios Stamatogiannakis (IE University)H-Index: 3
Last.Amitava Chattopadhyay (Ad: INSEAD)H-Index: 27
view all 3 authors...
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent (interdependent) self-construal and that differences in salien...
13 CitationsSource
1 Citations
#1Moty AmarH-Index: 2
#2Haiyang YangH-Index: 5
Last.Dan ArielyH-Index: 68
view all 4 authors...