Yanliu Huang

Candid photo of Yanliu Huang

Dr. Huang is an Associate Professor of Marketing. Her research interests are focused on consumer planning, in-store decision making, and consumer welfare. She conducts both field and lab studies to answer important research questions, including essential real-world business questions.

Dr. Huang’s research has been published in leading academic journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Organizational Behavior and Human Decision Processes. She and her coauthors are the recipients of Journal of Marketing’s 2014 MSI/H. Paul Root Award. She also has won other research awards including Dean’s Excellence in Research Award at Drexel, research awards from Marketing Science Institute, ExCITe research funding award by Drexel’s ExCITe Center for innovative research, and the Best Retail Proposal Award by Society of Marketing Advances. She was also named a finalist for the American Marketing Association’s Marketing & Society SIG Emerging Scholar Award. Her research has been featured by multiple renowned media outlets, including LeBow Network, Drexel Now, Philadelphia Inquirer, Business News Daily, Retail Leader, MSI Highlights, USA Today, Science Daily, Stanford GSB Magazine, and Top of Mind with Julie Rose on BYU Radio. Dr. Huang is on the Editorial Review Board of Journal of the Academy of Marketing Science and Journal of Retailing.

Dr. Huang teaches extensively at the undergraduate, MBA, and doctoral levels. She is currently the PhD coordinator in the Marketing Department.

Areas of Expertise

  • Consumer In-Store Decision Making
  • Consumer Planning
  • Health Marketing
  • Memory and Learning

Selected Works

Articles

Huang, Yanliu, and Yang, Zhen, Write or Type? How a Paper versus Digital Shopping List Influences the Way Consumers Plan and Shop. Journal of the Association for Consumer Research 3 (Aug 2018): 396-409.

Wang, Chen, and Huang, Yanliu, “I Want to Know the Answer! Give Me Fish ‘N’ Chips!”: The Impact of Curiosity on Indulgent Choice,” (Equal Authorship). Journal of Consumer Research 44 (Feb 2018): 1052-1067.

Gao, Leilei, Huang, Yanliu, and Simonson, Itamar, The Influence of Initial Possession Level on Consumers’ Adoption of a Collection Goal: A Tipping Point Effect. Journal of Marketing 78 (Nov 2014): 143-156.

Huang, Yanliu, and Hutchinson, Wes, The Roles of Planning, Learning, and Mental Models in Repeated Dynamic Decision Making. Organizational Behavior and Human Decision Processes 122 (Nov 2013): 122-176.

Hui, Sam K., Huang, Yanliu, Inman, Jeff, and Suher, Jacob, (Equal Authorship) Deconstructing the ‘First Moment of Truth’: Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking. Journal of Marketing Research 50 (Aug 2013): 445-462.

Hui, Sam K., Inman, Jeffrey, Huang, Yanliu, and Suher, Jacob, Estimating the Effect of Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies. Journal of Marketing 77 (Mar 2013): 1-16.

Huang, Yanliu, and Hutchinson, Wes, Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising. Journal of Consumer Research 35 (Jun 2008): 98-118.

Hui, Sam K., Huang, Yanliu, and George, Edward, Model-based Analysis of Concept Maps in Marketing. Bayesian Analysis 33 (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.

Presented Research

Huang, Yanliu, and Yang, Zhen, Write or Type? How a Paper versus Digital Shopp…, Society for Consumer Psychology Annual Conference: Dallas, TX, (Feb 2018):

Rafieian, Hoori K, Huang, Yanliu, and Kahn, Barbara, Variety Counts: How Variety is Perceived in the Presence of Self-Regulatory Goals, Association for Consumer Research Annual Conference: San Diego, CA, (Oct 2017):

Rafieian, Hoori K, Huang, Yanliu, and Kahn, Barbara, Consumer Goal Pursuit: Less of More or More of Fewer Goal-Inconsistent Variety Seeking Behaviors, Society for Consumer Psychology Annual Conference: San Francisco, CA, (Feb 2017):

Kim, Min Jung, Huang, Yanliu, and Chen, Allan, Two Different Paths, One Destination: How Money-Views and Self-Views Jointly Influence Saving Behavior, Association for Consumer Research Annual Conference (Oct 2015): New Orleans, LA, (Oct 2015):

Huang, Yanliu, Panelist, Eye Tracking Methods, Measures and Models for Consumer Research, Association for Consumer Research Annual Conference: New Orleans, LA, (Oct 2015):

Huang, Yanliu, Dholakia, Utpal M., and Tam, Leona, The Motivational Effects of Deliberative and Implemental Mindsets on Sequential Planning Across Domains, Association for Consumer Research Annual Conference: Baltimore, MD, (Oct 2014):

Huang, Yanliu, Wang, Chen, and Zhu, Juliet, The Effect of Interplay between Embarrassment and Agentic-Communal Orientations on Consumer Choice, Special Session, Association for Consumer Research: Chicago, IL, (Oct 2013):

Huang, Yanliu, Hui, Sam K., Inman, Jeff, and Suher, Jacob, Capturing the ‘First Moment of Truth’: Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase Using Video Tracking, Special Session, Association for Consumer Research: Vancouver, BC, (Oct 2012):

Gao, Leilei, Huang, Yanliu, and Simoson, Itamar, Tipping Points in Consumer Choice: The Case of Collections, Behavioral Decision Research in Management Conference: Boulder, CO, (Jun 2012):

Huang, Yanliu, Hui, Sam K., Inman, Jeff, and Suher, Jacob, Capturing the ‘First Moment of Truth’: Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase Using Video Tracking, Yale’s 2012 Customer Insight Conference: New Haven, CT, (May 2012):

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):

Education

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

Awards

2018 Faculty Summer Research Award ($7,000) (Drexel University)
2016 2017 ExCITe Research Funding Award For Innovative Research ($5,000, with Zhen Yang, Barbara Kahn, and Jiangen He) (ExCITe Center of Drexel University )
2015 Finalist, MASSIG Emerging Scholar Award (American Marketing Association, Marketing & Society SIG )
2014 Winner, MSI/H. Paul Root Award (the American Marketing Association and the Marketing Science Institute)
2014 Deans Excellence in Research Award (LeBow College of Business, Drexel University )
2013 Deans Excellence in Research Award (LeBow College of Business, Drexel University )
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)

Media Mentions

What Makes People Collect Things?

via Insights by Stanford Business

Research by Drexel LeBow’s Yanliu Huang challenges assumptions about what drives collectors and suggests that the activity may not always be fully intentional.

College News

Marketing doctoral student Zhen Yang was awarded $4,000 by the Drexel ExCITe Center for his research on voice-assisted shopping.

Drexel LeBow recently honored several faculty members, Ph.D. students and staff with awards for their outstanding teaching and research.