Belmont University

Yang He

Yang He

Associate Professor of Marketing

Jack C. Massey College of Business

Ph.D.

Location: Barbara Massey Hall 452

yang.he@belmont.edu

Biography

Yang He specializes in consumer research with a focus on emotions and attitudes as key drivers of shopping behaviors in the context of digital and social media marketing. He has led a number of research projects that were published in the premier journals in the field.
 
He’s teaching interests are in strategic marketing management, marketing metrics and analytics.

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

  • Editorial Review Board, Journal of Consumer Marketing

  • He, Y. (2022). Too Close to the Ego: Narcissists' Affective Reaction to Advertising Depends on Its Relevance to Self-Image. Journal of Advertising.
  • Nikolov, A., Adonova, Y., & He, Y. (2021). Internet killed the radio star? Journal of Marketing Communications.
  • He, Y., & Cunha Jr., M. (2020). Love Leads to Action: Short‐Term Mating Mindset Mitigates the Status‐Quo Bias by Enhancing Promotion Focus. Journal of Consumer Psychology.

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