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Belmont University | Belief in Something Greater

Yang He

Yang HeDr_Yang_He

Assistant Professor of Marketing


  • Ph.D., -The University of Georgia, Marketing
  • B.A., - San Diego State University, Finance



  • Instructor, The University of Georgia
  • Program Coordinator, Confucius Institute at SDSU



  • He, Yang and Marcus da Cunha Jr, “The Action Hero: Mating Motive Mitigates Omission Bias”, SCP Annual Winter Conference, St. Pete Beach, FL, February 2016.
  • He, Yang and Scott Thompson, “When Brand Communities Reduce Sales: Brand Community Interactivity and Media Product Sales on the Secondary Market”, AMA Winter Marketing Educators’ Conference, Las Vegas, NV, February 2013.



  • Inaugural 2015 AMS Doctoral Consortium Fellow, Academy of Marketing Science
  • Qualtrics Behavioral Research Grant, Qualtrics, LLC
  • Knox Foundation Ph.D. Scholarship
  • Terry College of Business, The University of Georgia



Yang He received his PhD degree in Marketing at the University of Georgia, where he was trained in microeconomics, behavioral decision theories, and multivariate analytical methods.

He’s research interests include judgment and decision making theories. He follows the behavioral economics paradigm and investigates consumers’ behavioral anomaly in response to situational risk and uncertainty. Insights from He’s recent research projects provide guidelines for mitigating decision biases and preserving consumer welfare. Other research topics also include the influences of risk and uncertainty on consumers’ cognitive functions, such as the ability to learn, internalize, and recall advertising information.

In teaching and practice, He is interested in developing consumer-oriented marketing strategies in the Big Data era. He is knowledgeable in mobile software and network platform development. In the upcoming Marketing Analytical courses, He teaches analytical methods with a specific focus on extracting applicable information for marketing practices from the vast data available in the Internet Big Data era.

In his spare time, He enjoys outdoors activities and fiddling in his workshop.