Assistant Professor of Marketing, Kellogg School of Management, Northwestern University
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I am an Assistant Professor of Marketing and the McManus Research Chair at the Kellogg School of Management, Northwestern University. I have won the Paul Green Best Paper Award (2012) and the John Howard Dissertation Award (2009), both of which are sponsored by the American Marketing Association. I was also the finalist for the Frank Bass Outstanding Dissertation Award in 2011 and 2012, and the John Little Best Paper Award in 2009 and 2011. I have been selected by the Marketing Science Institute as one of the MSI Young Scholars of 2017.
I am serving on the Editorial Review Board of the Journal of Marketing Research and Marketing Science.
I teach MBA elective course “Customer Analytics” at the Kellogg School of Management. I also taught the Kellogg PhD course Applied Econometrics II.
PhD (Business Administration), Duke University, 2009
MA (Economics), University of California, Los Angeles, 2004
BA (Economics), Renmin University of China, 1999
Kellogg School of Management, Northwestern University
2001 Sheridan Road, Evanston, IL 60208
Harnessing the power of social media
Firms are increasingly trying to tab into social media and have users promote products on their behalf. But how effective is such a marketing strategy? In recent research of mine (with Stephan Seiler and Wenbo Wang), we address this question. Kellogg's magazine, KelloggInsight, provides a great summary of our findings.
The Benefits of TV Commercial Breaks
Conventional wisdom holds that viewers dislike commercial breaks during TV programming. However, what if you are currently watching a bad show. You don’t know which show is on another channel and may want to check it out. But you also don’t want to disrupt the current show. When the commercial starts, however, it becomes the natural opportunity to check out the alternative channel. In a recent paper (with Wenbo Wang and Yuxin Chen), we investigate viewers watching behavior during commercial breaks and explore the commercial timing strategy of TV channels. KelloggInsight has a nice coverage of our study.
© Song Yao. All rights reserved.
Last update: July 2016