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Education

BS Applied Psychology - Beijing Normal University 2001
MA Cognitive Psychology - Rice University 2004
Ph.D. Marketing - The Wharton School, University of Pennsylvania 2009

Areas of Expertise

Specialties

Consumer In-Store Decision Making

Consumer Planning, Learning, and Memory

Health Marketing

Selected Works

Articles

Huang, Yanliu and Hutchinson, Wes . "Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising" JOURNAL OF CONSUMER RESEARCH 35.June (Jun 2008):98-118

Hui, Sam K. , Huang, Yanliu and George, Edward . "Model-based Analysis of Concept Maps in Marketing" Bayesian Analysis 33.3 (May 2008):479-512

Botti, Simona , Broniarczik, Susan , Haubl, Gerald , Hill, Ronald , Huang, Yanliu , Kahn, Barbara , Kopalle, Praveen , Lehmann, Donald , Urbany, Joe and Wansink, Brian . "Choice Under Restrictions" MARKETING LETTERS 19. (Apr 2008):183-199

Presentations

Huang, Yanliu , Hui, Sam K. , Inman, Jeff and Suher, Jacob . The Effect of In-Store Travel Distance on Unplanned Purchase with Applications to Store Layout and Mobile Shopping Apps Association for Consumer Research Annual Conference, Special Session : St. Louis, MO Oct 2011

Dimoka, Angelika and Huang, Yanliu . Uncovering the Neural Correlates of Consumer Self-Positivity Bias Interdisciplinary Symposium on Decision Neuroscience : Philadelphia, PA Sep 2010

Huang, Yanliu and Hutchinson, Wes . There is More to Planned Purchases than Knowing What You Want: Dynamic Planning and Learning in A Repeated Multi-Store Price Search Task Association for Consumer Research Annual Conference : Pittsburgh, PA Oct 2009

Huang, Yanliu and Meyer, Robert J. . Tradeoffs in the Dark: The Effect of Experience on Extrapolated Consumer Preferences Association for Consumer Research Annual Conference : Pittsburgh, PA Oct 2009

Huang, Yanliu and Dimoka, Angelika . Effective Health Marketing: Using fMRI to understand Underlying Mechanisms of Self-Positivity Bias INFORMS Annual Conference : San Diego, CA Oct 2009

Huang, Yanliu and Meyer, Robert J. . Tradeoffs in the Dark: The Effect of Experience on Extrapolated Consumer Preferences Marketing Science Conferencence : Ann Arbor, MI Jun 2009

Huang, Yanliu and Hutchinson, Wes . There is More to Planned Purchases than Knowing What You Want: Dynamic Planning and Learning in A Repeated Multi-Store Price Search Task Society for Marketing Advances : St. Petersburg, FL Nov 2008

Huang, Yanliu , Hui, Sam K. and Kahn, Barbara . Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship between Risk Attitudes and Behavioral Intentions Association for Consumer Research Annual Conference : Memphis, TN Oct 2007

Huang, Yanliu , Hui, Sam K. and Kahn, Barbara . Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship between Risk Attitudes and Behavioral Intentions Marketing Science Conferencence : Singapore, Jun 2007

Huang, Yanliu and Hutchinson, Wes . Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising Association for Consumer Research Annual Conference : Orlando, FL Oct 2006

Awards

2010 Best Reviewer Award (2010 Global Marketing Conference at Tokyo)

2010 Marketing Science Institute Research Award # 4-1621 . (with Sam K. Hui, J. Jeffrey Inman, and Jacob A. Suher) (Marketing Science Institute )

2008-2009 Dean's Fellowship (Competitive Award for Fifth Year Support) (Wharton School, University of Pennsylvania)

2008 Marketing Science Institute Research Award #4-1515 (with Wes Hutchinson) (Marketing Science Institute )

2008 Winner, Commercial Space and Customer Service Management Best Retail Proposal Award (Society for Marketing Advances (SMA))

2007 INFORMS Doctoral Consortium Fellow (INFORMS)

2006-2008 Russell Ackoff Doctoral Student Award for Research on Human Decision Processes (Wharton School, University of Pennsylvania)