UTA Business Building

Dr. Zhiyong Yang

Dr. Zhiyong Yang is Associate Professor of Marketing in the College of Business at the University of Texas at Arlington (UTA). He received his doctoral degree in marketing from Concordia University, Canada, in 2007 and joined UTA the same year. Prior to entering the academic world, he spent a few years in industry. Dr. Yang’s research focuses on two aspects of social influence, namely peer influence and parental/leadership influence. Along the line of peer influence, he examines how the opinion from others affects individuals' new product adoption, product choice, donation, and saving behavior. In the perspective of parental/leadership influence, he centers primarily on (1) the effect of parental style on children's smoking trajectory and music piracy behavior, and (2) the impact of leadership style on frontline employees’ and salespeople's job performance. His work has appeared in the Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Management Information Systems, Journal of Public Policy & Marketing, Journal of Personal Selling & Sales Management, Journal of Business Research, Journal of Service Research, Journal of Macromarketing, Journal of Economic Psychology, Decision Support Systems, Risk Analysis and several peer-reviewed proceedings. His research has been funded by Statistics Canada, Fonds québécois de la recherche sur la société et la culture (FQRSC) of Canada, and UTA.

Dr. Yang serves on the editorial review boards of the Journal of Business Research and the Journal of Consumer Marketing,and has served as a reviewer for a number of journals and conferences including the Journal of Marketing, Journal of Consumer Research, Journal of Management Information Systems, Journal of the Academy of Marketing Science, Journal of Retailing, European Journal of Marketing, Journal of Cross-Cultural Psychology, Consciousness and Cognition, , and the ACR, AMA, SMA, ICIS conferences. He also serves as a reviewer for the Social Sciences and Humanities Research Council of Canada (SSHRC) to evaluate its research fund applications.

At UTA, Dr. Yang primarily teaches Consumer Behavior at the undergraduate, graduate (MSMR and MBA), and doctoral levels.

Please contact Dr. Yang at:

Email: zyang@uta.edu

Phone: 817.272.0153

Perosnal Website: http://wweb.uta.edu/faculty/zyang/

Faculty Profile