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Yan Wang, Ph.D. in Management. She was born in December 1988, and she graduated from Renmin University of China with a Bachelor’s degree in Management Science in 2011, a Master’s degree in Marketing Management in 2013, and a Ph.D. degree in Marketing Management in 2023. From 2013 to 2018, she worked as a researcher in the Market Research Center of the Research Institute of China Unicom.

Her main research interests include brand management, sensory marketing, and tourism consumption behavior. She has presided over one Youth Science Fund Project of the National Natural Science Foundation of China and one Scientific Research Project of the Beijing Municipal Education Commission. She has published multiple papers in CSSCI and SSCI-indexed journals, such as Acta Psychologica Sinica, Journal of Business Research (JCR Q1), Journal of Retailing and Consumer Services (JCR Q1), and Psychology and Marketing (JCR Q2), including six as first author and two as corresponding author. She also led the translation of the textbook Advertising, Promotion, and Integrated Marketing Communications (8th Edition). In addition, she has presented some papers at top-tier international conferences, including the Association for Consumer Research Annual Conference (ACR), and at well-known domestic academic conferences such as the China Marketing Science Annual Conference.

 

I.  Major Research Areas

1. Tourism Consumption Behavior

2. Sensory Marketing

3. Sustainable Consumption Behavior

4. Brand Management

 

II.  Research Projects

1. National Natural Science Foundation of China, Youth Science Fund Project, The Spillover Effect of Minimalism: Research on the Mechanism of Product and Service Design's Impact on Sustainable Consumption Behavior (Project No. 72402012), Principal Investigator, 2025-2027.

2. 2024 Beijing Municipal Education Commission Social Science General Project, Research on the Impact of Minimalist Design in Beijing's Tourism Industry on Low-Carbon Tourism Behavior (Project No. SM202410017001), Principal Investigator, 2024-2026.

 

III.  Representative Academic Publications

1. Wang, Yan, & Jiang, Jing (2025). The influence of minimalist design on sustainable consumption behavior. Advances in Psychological Science (CSSCI), 33(9).
2. Wang, J., Lin, X. & Wang, Y. (2025). What motivates people to share social promotional advertising: a cost-benefit perspective. Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCM-11-2023-6423.
3. Fu, Tianhui, Wang, Yan (co first author), Jiang, Jing, Meng, Lu (2025). Wallet Sore, Gifts Galore: The Impact of Financial Constraints on Quantity-Quality Tradeoffs in Gift-giving. Journal of Business Research（JCR Q1, ABS 3 Star, IF: 10.969）, 186, 114998.
4. Wang, Yan, Hou, Huihe, Li, Ruiqin, & Zhang, Xiyue. (2025). The impact of packaging design simplicity on consumer behavior and its psychological mechanisms. Chinese Journal of Applied Psychology (CSSCI), https://doi.org/10.20058/j.cnki.CJAP.023190.
5. Li, Ruiqin, Yang, Hailong, Wang, Yan (corresponding author), & Guo, Guoqing. (2024). The Shape of Crowding: The Influence of Social Crowding on Shape Preference. Journal of Marketing Science, 4(4), 37-55.
6. Wang, Yan, Jiang, Jing, Gong, Xiushuang & Wang, Jie (2023). Simple = Authentic: The Effect of Visually Simple Designs on Perceived Brand Authenticity and Brand Choices. Journal of Business Research (JCR Q1, ABS 3 Star, IF: 10.969), 166, 114078.
7. Wang, Yan, Jiang, Jing & Yang, Ying (2023). Magic Odd Numbers: The Effect of Numerical Parity on Variety-Seeking. Journal of Retailing & Consumer Services (JCR Q1, ABS 2 Star, IF: 10.97), 73, 103345.
8. Gong, Xiushuang, Zhang, Honghong, Zhang, Xiadan, & Wang, Yan (2023). Circular or Angular? How Nostalgia Affects Product Shape Preference. Psychology & Marketing (JCR Q2, ABS 3 Star, IF: 5.50), 40(2), 288–299.
9. Li, Ruiqin, Wang, Yan (corresponding author), Zhang, Hongli (2023). The Shape of Premiumness: Logo Shape's Effects on Perceived Brand Premiumness and Brand Preference. Journal of Retailing & Consumer Services (JCR Q1, ABS 2 Star, IF: 10.97), 2023, 75, 103516.
10. Wang Yan, Jiang Jing (2022). The impact and mechanism of environmental disorder on consumers' diversified seeking Journal of Psychology (CSSCI), 54 (1), 78-90

 

IV.  Admission Information

I am primarily recruiting students for the Master of Management (120200) academic degree. I sincerely welcome students with backgrounds in Business Administration, Marketing, Applied Psychology, and related fields to join our research team. Ideal candidates should be diligent, responsible, possess an innovative spirit, demonstrate strong professional competence, and have a high level of English proficiency.