Song Yao (姚松)
Associate Professor of Marketing, Washington University
I am an Associate Professor of Marketing at Olin Business School, Washington University in St. Louis. 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 the finalist for the INFORMS Frank Bass Outstanding Dissertation Award in 2011 and 2012, the John Little Best Paper Award in 2009 and 2011, the Long Term Impact Award in 2017, and the runner-up of Dick Wittink Prize in 2018. I was also 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, Marketing Science, and International Journal of Research in Marketing. I am also the Associate Editor of the journal Quantitative Marketing and Economics and a former AE at Service Science.
Prior to joining Olin, I taught “Digital/Internet Marketing,” “Customer Analytics,” and “Marketing Management” at the University of Minnesota (Carlson), Northwestern University (Kellogg), and Duke University (Fuqua).
Social-distancing and masking boost consumer spending instead of smothering it:
In a recent study with Nan Zhao, Raphael Thomadsen, and Zack Wang, we consider how social distancing and facial mask mandates affect COVID-19 spread and consumer spending (a nice news report on the findings). We find while social distancing reduces COVID-19 spread, mask mandates offset the negative effect of social distancing on consumer spending, potentially because they also increase people's outdoor activities and reduce social distancing. Other non-masking governmental interventions slow the spread of COVID-19 but reduce spending substantially. However, these interventions are cost-effective way of saving lives. Were the mask mandates and other government interventions removed, we would witness much higher case number and death toll.
Lack of social-distancing in the US leads to substantial new COVID-19 cases and deaths:
To better understand how social-distancing affects the progress of the pandemic, we study the contagion patterns of COVID-19 by combining county infection data with social-distancing data based on cellphone GPS locations (coauthored with Meng Liu and Raphael Thomadsen, published in Scientific Reports). We have also built a website showing our forecasts. We find that social-distancing does slow down the spread of the virus. However, the US continues increasing their social activity levels since the summer. If this trend continues, according to our forecast, the total case number might surpass 20 million when Biden takes office in January 2021. Here is a nice write-up about our research. CNN, NBC, USNews, and several other news outlets covered this research.
Local soda taxes are less effective and increase cross-shopping activities:
In our recent paper (with Stephan Seiler and Anna Tuchman; forthcoming at the Journal of Marketing Research), we analyze the impact of a tax on sweetened beverages in Philadelphia, often referred to as a “soda tax.” We find that the tax leads to a 34% price increase for unhealthy beverages such as soda. Demand in the taxed area decreases dramatically by 46%. However, cross-shopping outside of Philadelphia substantially offsets the reduction in sales within the taxed area, and there is little substitution to untaxed beverages (water and natural juices). Furthermore, relatively healthier taxed products experience more reduction in sales. These findings have crucial policy implications for the design of future similar taxes. NPR, MarketWatch, National Review, and Washington Post have reported this research.
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