Yang Yang Articles: page 2

Man on vacation, sunbathing and enjoying the view of the Caribbean Sea from the room balcony of a resort hotel in Cancun, Riviera Maya, Mexico.

Preferences and Price, or Price and Preferences?

Psychology Today breaks down new research on how preferences influence prices, but are also influenced by them. Assistant Professor of Marketing Yang Yang‘s research, “Wealth, warmth, and well-being: whether happiness is relative or absolute depends on whether it is about

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Quick Study

The Atlantic breaks down some of the newest research, including Assistant Professor of Marketing Yang Yang‘s “Specification Seeking: How Product Specifications Influence Consumer Preference,” in the Journal of Consumer Research. Learn more about this new research in The Atlantic. 

Group of people holding cell phones

We’ve Got Your Number: Consumers Choose Products With More Technical Specs

Many products have numbers attached: megapixels for cameras, wattage ratings for stereos, cotton counts for sheets. A new study in the Journal of Consumer Research from Assistant Professor of Marketing Yang Yang shows that consumers are heavily influenced by quantitative

Unrecognizable male customer is holding black DSLR camera in the store. Row of other camera models is visible on the shelf.

Dazzled by digits: how we’re wooed by product specifications

“From megapixels and gigabytes to calorie counts and sun protection factors, there’s barely a product out there that isn’t proudly boasting its enviable specs to would-be purchasers. A new study suggests these figures exert a powerful, irrational effect on consumers’