Yang Yang January, 2017 Curriculum Vitae Page 1/5. Yang Yang. Department of Marketing Phone:

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1 Curriculum Vitae Page 1/5 Yang Yang Department of Marketing Phone: University of Florida Gainesville, FL EMPLOYMENT Assistant Professor of Marketing, University of Florida, 2015-Present EDUCATION Ph.D., Marketing (Minor: Social and Decision Sciences), Carnegie Mellon University, 2015 M.Sc., Marketing, Carnegie Mellon University, 2011 M.Sc., Management, Shanghai Jiao Tong University, China, 2008 B.A., with honors, International Business, Shandong University, China, 2005 RESEARCH INTERESTS Consumer Experience Consumer Judgment and Decision Making Hedonic Adaptation and Satiation Sentimental Value Motivation JOURNAL PUBLICATIONS Yang, Yang*, Yangjie Gu* and Jeff Galak* (forthcoming), When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation, Journal of Consumer Research. (*equal authorship) Yang, Yang and Jeff Galak (2015), Sentimental Value and Its Effect on Hedonic Adaptation, Journal of Personality and Social Psychology, 109(5), Hsee, Christopher, Yang Yang and Bowen Ruan (2015), The Mere Reaction Effect: Even Non-positive and Non-informative Reactions Can Reinforce Actions, Journal of Consumer Research, 42(3), Hsee, Christopher*, Yang Yang*, Xingshan Zheng and Hanwei Wang (2015), Lay Rationalism: Individual Differences in Using Reason versus Feelings to Guide Decisions, Journal of Marketing Research. (*equal authorship) Galak, Jeff, Joseph Redden, Yang Yang and Ellie Kyung (2014), How Perceptions of Temporal Distance Influence Satiation, Journal of Experimental Social Psychology, 52,

2 Curriculum Vitae Page 2/5 Yang, Yang, Joachim Vosgerau and George Loewenstein (2013), Framing Influences Willingness to Pay but Not Willingness to Accept, Journal of Marketing Research, 50(6), Hsee, Christopher, Yang Yang, Yangjie Gu and Jie Chen (2009), Specification Seeking: How Product Specifications Influence Consumer Preference, Journal of Consumer Research, 35(6), Hsee, Christopher, Yang Yang, Naihe Li and Luxi Shen (2009), Wealth, Warmth and Wellbeing: Whether Happiness is Relative or Absolute Depends on Whether It Is about Money, Acquisition, or Consumption, Journal of Marketing Research, 46(3), UNDER REVIEW/REVISION, WORKING PAPERS Yang, Yang, Carey Morewedge and Jeff Galak, When Good Things Come to an End: The Trajectory of Desire for Consummatory Stimuli When Access is Lost, under revision. Yang, Yang, Oleg Urminsky, Christopher Hsee and Li Zhang, Hedonic Durability, under revision. Zhu, Meng, Yang Yang, and Christopher Hsee, The Urgency Bias, under revision. Hsee, Christopher, Yang Yang and Xilin Li, Psychological Inertia: Explaining and Predicting Psychological Biases, under revision. Yoon, Haewon, Yang Yang, and Carey Morewedge, Tuition Aversion: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education, under review. Tu, Yanping, Yang Yang, and Ayelet Fishbach, A Social Approach to De-satiation, working paper. SELECTED RESEARCH IN PROGRESS Hedonic Adaptation and Sensitization (with Cammy Crolic and Yangjie Gu) Can Sentimental Value Transfer? (with Jeff Galak and Jane Park) The Valuation of Sentimental Value (with Jeff Galak and Alex Imas) Martyrdom in Marketplace (with Christopher Olivola, Leonard Lee and Daniel Mochon) Sentimental Value and Identity (with Gia Nardini and Dan Bartels) To Recycle or Not to Recycle? (with Camilla Song) REFEREED CONFERENCE PRESENTATIONS (* PRESENTER) Tuition Aversion: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

3 Curriculum Vitae Page 3/5 Association for Consumer Research (ACR) Conference, Berlin, Germany, 2016 Psychological Inertia: Explaining and Predicting Psychological Biases When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation The Urgency Bias Behavioral Decision Research in Management (BDRM) Conference, Toronto, ON, 2016 Society for Consumer Psychology (SCP) Conference, Phoenix, AZ, 2015 Lay Rationalism: Individual Differences in Using Reason versus Feelings to Guide Decisions Society for Judgment and Decision Making (SJDM) Conference, Long Beach, CA, 2014 Sentimental Value and its Influence on Hedonic Adaptation * Society for Consumer Psychology (SCP) Conference, Miami, FL, 2014* The Mere Reaction Effect: Even Non-positive and Non-informative Reactions Can Reinforce Actions When Good Things Come to an End: The Trajectory of Desire for Consummatory Stimuli When Access is Lost Behavioral Science of Eating Conference, Pittsburgh, PA, 2014* Society for Judgment and Decision Making (SJDM) Conference, Minneapolis, MN, 2012* Association for Consumer Research North American (ACR) Conference, Vancouver, BC, 2012* Interdisciplinary Science of Consumption Second Biennial Meeting, Ann Arbor, MI, 2012* Hedonic Durability * Society for Judgment and Decision Making (SJDM) Conference, Toronto, ON, 2013* How Framing Influences WTP and WTA Association for Consumer Research (ACR) Conference, Chicago, IL, 2013* Behavioral Decision Research in Management (BDRM) Conference, Boulder, CO, 2012* Society for Consumer Psychology (SCP) Conference, Florence, Italy, 2012 The Eighth Yale Whitebox Advisors Graduate Student Conference, New Haven, CT, 2012* Society for Judgment and Decision Making (SJDM) Conference, St. Louis, MO, 2010* Feels Far or Near? How Subjective Perception of When One Last Consumed Influences Satiation Society for Consumer Psychology (SCP) Conference, Las Vegas, NV, 2012* Society for Judgment and Decision Making (SJDM) Conference, Seattle, WA, 2011* Association for Consumer Research (ACR) Conference, St. Louis, MO, 2011* Specification Seeking: How Product Specifications Influence Consumer Preference

4 Curriculum Vitae Page 4/5 Society for Judgment and Decision Making (SJDM) Conference, Chicago, IL, 2008* REFEREED PROCEEDING PUBLICATIONS Yoon, Haewon, Yang Yang, and Carey Morewedge, Tuition Aversion: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education, Advances in Consumer Research, 44. Zhu, Meng, Yang Yang, and Christopher Hsee (2014), The Urgency Bias, Advances in Consumer Research, 42. Yang, Yang, Yangjie Gu, and Jeff Galak (2014), When It Could Have Been Worse, It Gets Better? The Effect of Uncertainty on Hedonic Adaptation, Advances in Consumer Research, 42. Yang, Yang, Christopher Hsee, Oleg Urminsky, and Li Zhang (2014), Hedonic Durability, Advances in Consumer Research, 42. Yang, Yang and Jeff Galak (2014), Love It Longer: Sentimental Value Slows Hedonic Adaptation, Advances in Consumer Research, 42. Hsee, Christopher, Yang Yang, Bowen Ruan and Fengyan Cai (2014), Reaction Utility, Advances in Consumer Research, 42. Yang, Yang, Joachim Vosgerau and George Loewenstein (2013), How Framing Influences WTP and WTA, Advances in Consumer Research, 41. Yang, Yang, Carey Morewedge and Jeff Galak (2012), When Good Things Come to an End: The Trajectory of Desire for Consummatory Stimuli When Access is Lost, Advances in Consumer Research, 40. Galak, Jeff, Joseph Redden, Yang Yang and Ellie Kyung (2011), Feels Far or Near? How Subjective Perception of When One Last Consumed Influences Satiation, Advances in Consumer Research, 39. TEACHING INTERESTS Consumer Behavior, Principles of Marketing, Marketing Research, Consumer Judgment and Decision Marketing, Advertising and Marketing Communications, New Product Development TEACHING AND ADVISING EXPERIENCE Instructor, Principles of Marketing, Carnegie Mellon University (Section S, 2012) Overall Instructor Evaluation: 4.69 out of 5 Overall Course Evaluation: 4.38 out of 5

5 Curriculum Vitae Page 5/5 Instructor, Principles of Marketing, Carnegie Mellon University (Section U, 2012) Overall Instructor Evaluation: 4.64 out of 5 Overall Course Evaluation: 4.82 out of 5 Teaching Assistant, Carnegie Mellon University (2011-present) MBA: Consumer Behavior Marketing Research Undergraduate: Principles of Marketing Marketing Research Principles of Economics Undergraduate Research Advisor, Carnegie Mellon University (2010-present) HONORS AND AWARDS Dipankar and Sharmila Chakravarti Fellowship, 2014 Center for Behavioral Decision Research Small Grant, 2012, 2014 Graduate Student Assembly/Provost Conference Funds, 2012, 2014 AMA-Sheth Foundation Doctoral Consortium Fellow, 2013 Travel Award for ISC12, 2012 William Larimer Mellon Fellowship, Vellrath Fellowship, Graduate Student Scholarship, Shanghai Jiao Tong University, Excellent Graduate of Shandong Province Excellent Academic Scholarship (1st class), Shandong University, PROFESSIONAL AFFILIATIONS Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Society for Judgment and Decision Making (SJDM)