首页 > 创管学院 > 师资队伍 > 杨丽凤个人简介
杨丽凤    副教授
所在学院 创业与管理学院
研究方向 消费者行为学,消费者心理学;品牌策略;营销行为的效应及影响
联系方式 yanglf@@shanghaitech.edu.cn
 
  个人简介  
学习经历:
2011.8 美国,俄亥俄州立大学, Fisher商学院 工商管理博士
主修: 市场营销(消费者心理学,消费者行为学);辅修: 社会心理学
2006.8 美国,伊利诺伊大学香槟分校, 应用语言学文学硕士
主修: 英语二语习得/教育;辅修: 心理学
2003.7 中国,华南师范大学, 外国语文学学院文学学士
主修: 英语教育

就职经历:
2017.1至今 中国,上海科技大学创业管理学院, 副教授
2011.7-- 2016.12 美国,密西西比大学工商管理学院市场营销系, 常任轨制助理教授/博士生导师
*已毕业博士 Katharine Howie (Ph.D. 2016),现加拿大Lethbridge大学卡尔加里校区商学院助理教授
*现博士论文委员会成员身份指导密西西比大学经济系博士生 Jeremiah Wills (Ph.D.预计2017年完成)
2006.9 – 2011.6 美国, 俄亥俄州立大学Fisher商学院, 消费者行为学(本科课程)讲师
2005.1--2006.5 美国, 伊利诺伊大学香槟分校心理学系发展心理学研究方法(本科课程),心理学统计方法(本科课程,研究生课程)助教
2003.8—2004.12 美国, 伊利诺伊大学香槟分校应用语言学系英语二语习得/教育所,英语二语习得/教育研究助理及图书馆馆员
  主要研究内容  
杨丽凤博士主要研究人们对品牌,市场,企业,以及政府在信息推广中涉及的各种营销推广行为的态度,心理,及行为表现。杨博士当前侧重于研究各种品牌策略,说服(Persuasion)策略,广告措辞(Framing)效应,人喜好与厌恶并存(Ambivalence)的矛盾态度, 以及赞助营销行为(Cause-Related Marketing)效应。
  代表性论文  
研究成果I: 代表性学术会议论文 (*为所指导的博士生)

1). Yang, Lifeng and H. Rao Unnava (2011), “When Ambivalence Increases Attitude Behavior Correspondence,” NA - in Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.

2). Easwar, Karthik and Lifeng Yang (2012), “The Language of Advertising: Examining the Benefit of Construal Matching,” NA - in Advances in Consumer Research, Volume 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research.

3). Cinelli, Melissa M. and Lifeng Yang (2013), “Estimate Precision,” NA - in Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.

4). Yang, Lifeng and Katharine Howie* (2014), “Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand,” NA -  in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.

5). Howie, Katharine* and Lifeng Yang (2014), “Consumer Participation in Cause-Related Marketing,” NA - in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.

6). Howie, Katharine* and Lifeng Yang (2015), “Is Less More for Cause-Related Marketing,” NA - in Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.

7). Cinelli, Melissa D. and Lifeng Yang (2016), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” NA - in Advances in Consumer Research, Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research.

研究成果II: 学术期刊论文

1). Bush, Victoria D., Lifeng Yang, and Katerina E. Hill* (2015), “The Ambivalent Consumer: A Sequential Investigation of Response Amplification in Buyer-Seller Encounters,” Journal of Marketing Theory and Practice, 23, 402-14.

2). Howie, Katharine*, Lifeng Yang, Scott Vitell, Victoria Bush and Douglas Vorhies (2015), “Cause-Related Marketing with Consumer Participation and the Reactance Response,” accepted, Journal of Business Ethics.  

3). Yang, Lifeng and H. Rao Unnava (2016), “Preference for Negative Reviews When Forming Attitudes: The Moderating Role of Ambivalence,” Psychology and Marketing, 33 (5), 331-43.

4). Yang, Lifeng and H. Rao Unnava (2016), “Tipping the Purchase with Implicit Priming: Influencing the Behaviors of Ambivalent Consumers with Valenced Primes,” Journal of Marketing Theory and Practice, 24 (4), 442-61.

5). Yang, Lifeng, Scott Vitell, and Victoria Bush (2017), “Unethically Keeping the Change While Demeaning the Act,” forthcoming, Journal of Consumer Marketing.

6). Cinelli, Melissa D. and Lifeng Yang (2017), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” forthcoming, Journal of Advertising

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