Yang He

Yang He

Associate Professor of Marketing

Jack C. Massey College of Business

Ph.D.

Location: Barbara Massey Hall 452

615-460-5433
yang.he@belmont.edu

Biography

EDUCATION & CERTIFICATIONS

  • Ph.D., -The University of Georgia, Marketing

BIOGRAPHY

Yang He received his PhD degree in Marketing at the University of Georgia.

He’s research interests focus on consumer judgment and decision making. He follows the behavioral economics paradigm and investigates consumers’ behavioral anomaly in response to situational risk and uncertainty. Insights from his recent research projects provide guidelines for mitigating decision biases and preserving consumer welfare. Other research topics include the influences of risk and uncertainty on consumers’ mood and emotional functions in the domain of healthcare and healthy-driven lifestyle.

In teaching and practice, He is interested in developing consumer-oriented marketing strategies in the Big Data era. He collaborates with a number of industry partners to develop streamlined and automated one-stop shop processes for data-driven decision making.

 In his spare time, He enjoys outdoors activities and fiddling in his workshop.