Faculty & Research
Faculty & Research
Faculty Profiles
Wang, Yajin
Professor of Marketing, CEIBS
Research Area Director of ESG
Programme Co-Director of CEIBS-Tencent Joint Programme
Professor Wang is Professor of Marketing at CEIBS. Prior to joining CEIBS, she was an Assistant Professor of Marketing at University of Maryland. Professor Wang holds a Ph.D. in Marketing from University of Minnesota and B.A. in Journalism and Law & Sociology from Peking University.
Professor Wang is a marketing expert, with specializations in branding strategy, luxury brands and customer insights. She has been a prolific researcher and has won Maryland Research Excellence from the University of Maryland. Professor Wang’s research work has been published on top international academic journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Psychological Science, etc. She current serves as the Associate Editor of Journal of Consumer Research. She sits on the editorial board of Journal of Consumer Psychology and International Journal of Research in Marketing. She also won the Outstanding Reviewer award from the Journal of Consumer Research and Journal of Consumer Psychology. Her research has also been regularly featured on popular media including New York Times, Wall Street Journal, Harvard Business Review, CNN, NBC and ABCNews.
Professor Wang teaches courses on strategic brand management, luxury branding, and customer insights and consumer analysis. She has won multiple teaching awards, including Maryland Distinguished Teaching Award and Carlson Teaching Excellence Award from the University of Minnesota. Professor Wang has also been a frequent speaker at top academic conferences and industry forums around the world. She teaches in various programs at CEIBS including MBA, FMBA, EMBA, HEMBA, DBA, and Executive Education. She is also the programme co-director of CEIBS-Tencent Marketing Camp.
- 2015, Ph.D. in Marketing, Carlson School of Management, University of Minnesota, USA
- 2010, M.A. in Mass Communications, University of Minnesota, USA
- 2007, B.A. in Journalism, Peking University, China
- Branding strategy
- Marketing strategy
- Luxury brand and consumption
- Customer insights
- Evolutionary psychology and marketing
- Branding strategy
- Marketing strategy
- Customer insights
Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal (Jin, Liyin, Yajin Wang and Ying Zhang (equal contributions)) , Journal of Marketing, Forthcoming
The Mate Screening Motive: How Women Use Luxury Consumption to Signal to Men (Chen, Qihui, Yajin Wang and Nailya Ordabayeva) , Journal of Consumer Research, Forthcoming
L’Art pour l’Art: Experiencing Art Reduces the Desire for Luxury Goods (Wang, Yajin, Alison Xu and Ying Zhang) , Journal of Consumer Research, Forthcoming
Residential Mobility or Mobile Residentiality? Exploring the Effects of Place Stability and Variety on Consumer Psychology (Wang, Yajin) , Journal of Consumer Psychology, 32(3), 2022
A Conceptual Framework of Contemporary Luxury Consumption (Wang, Yajin) , International Journal of Research in Marketing, 3(39), 2022
The Divergent Impact of the Reward Magnitude on Goal Eagerness and Engagement (Jin, Liyin, Qian Xu, Yajin Wang and Ying Zhang) , Organizational Behavior and Human Decision Processes, 167, 101-113, 2021
Not too Far to Help: Residential Mobility, Global Identity, and Donations to Distant Beneficiaries (Wang, Yajin, Amna Kirmani and Xiaolin Li ) , Journal of Consumer Research, 47(6), 878-889, 2021
Does the Devil Wear Prada? Luxury Products Experiences Can Affect Prosocial Behavior (Wang, Yajin, Deborah Roedder John, and Vladas Griskevicius ) , International Journal of Research in Marketing, 38(1), 104-119, 2021
Up, up, and away: Upgrading as a Response to Dissimilar Brand Users (Wang, Yajin and Deborah Roedder John ) , Journal of Marketing Research, 56(1), 142-157, 2019
Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior (Wang, Yajin, Jennifer Stoner, and Deborah Roedder John) , Journal of Consumer Psychology, 29(2), 207-225, 2019
Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women (Wang, Yajin and Vladas Griskevicius ) , Journal of Consumer Research, 40(5), 834-854, 2014
•Featured as JCR’s most impactful articles in JCR’s the 40th anniversary special issue
• Featured in JCR’s Research Curations - “Products as Signals”
• Media Coverage: ABCNews, NBC, CBSNews, Harvard Business Review, TIME, CNN, New York Daily News, Daily Mail UK, The Huffington Post, Toronto Star , 2014
Rituals Enhance Consumption (Vohs, Kathleen D., Yajin Wang, Francesca Gino, and Michael I. Norton) , Psychological Science, 24(9), 1714-1721, 2013
• Media Coverage: New York Times, Wall Street Journal, Harvard Business Review, USA Today, Forbes, TIME, Telegraph UK, Daily Mail UK, NBCNews, 2013
