TEACHING AND RESEARCH AREAS

ŸTeaching Programme: Principles of Marketing

ŸResearch Areas: Consumer Behavior; Consumer Psychology

ACADEMIC EXPERIENCE

ŸAssistant Professor, Wuhan University, 2020 – 2023

ŸAssociate Professor, Wuhan University, 2023 – present

SELECTED PUBLICATIONS

Journal Papers (International)

ŸTang, Yangyi (Eric)* and Alex S.L. Tsang (2020), “Inspire Me to Purchase: Consumers’ Personal Control and Preference for Underdog Brand Positioning”, Journal of Business Research, 115, 101-109.

ŸTang, Yangyi (Eric), Liu Yang, and Yuanqiong He* (2022), “My phone, my zone: Restaurant consumers’ territorial responses to unsolicited recommendation on their smartphones”, International Journal of Hospitality Management, 101, 103115.

ŸTang, Yangyi (Eric), Zhongqiang Huang*, and Lei Su (2023), “The influence of event‐time (vs. clock‐time) scheduling style on satiation”, Journal of Consumer Psychology, 33(1): 123-132.

ŸHe, Yuanqiong, Liu Yang, and Yangyi (Eric) Tang* (2025), “Preference for assistance from service robots or human staff? The impact of social exclusion experience”, International Journal of Hospitality Management, 125, 104018.

ŸTang, Yangyi (Eric), and Qi Zhou (2025), “Inspired by intertemporal connections: Using AR technology to enhance visitor satisfaction in historical museums”, Tourism Management, 108, 105096.

Journal Papers (Domestic)       

ŸHe, Yuanqiong, Yangyi (Eric) Tang*, and Junfang Zhang (2016), “Consumer Psychological Reactance: A Literature Review and Prospects,” Foreign Economics & Management, 38(2): 49-61. (in Chinese).

RESEARCH GRANTS

Government-funded grants

ŸThe Effects of Scheduling Style on Consumers' Decision-Making Process, NFSC, 2022-2024

MEMBERSHIPS, CERTIFICATIONS

ŸAssociation for Consumer Research

ŸSociety for Consumer Psychology

ŸBeta Gamma Sigma