Yang He
Associate Professor of Marketing
Jack C. Massey College of Business
Biography
EDUCATION & CERTIFICATIONS
- Ph.D., -The University of Georgia, Marketing
BIOGRAPHY
Yang He received his PhD degree in Marketing at the University of Georgia.
He’s research interests focus on consumer judgment and decision making. He follows the behavioral economics paradigm and investigates consumers’ behavioral anomaly in response to situational risk and uncertainty. Insights from his recent research projects provide guidelines for mitigating decision biases and preserving consumer welfare. Other research topics include the influences of risk and uncertainty on consumers’ mood and emotional functions in the domain of healthcare and healthy-driven lifestyle.
In teaching and practice, He is interested in developing consumer-oriented marketing strategies in the Big Data era. He collaborates with a number of industry partners to develop streamlined and automated one-stop shop processes for data-driven decision making.
In his spare time, He enjoys outdoors activities and fiddling in his workshop.