Yajin Wang Directory Page

Yajin Wang

Yajin Wang

Assistant Professor


3453 Van Munching Hall

Professor Wang received her Ph.D. in Marketing from the Carlson School of Management at University of Minnesota in 2015. Her research focuses on branding strategy, luxury consumption, and the evolutionary roots of modern human behaviors. Her work has been published in top academic journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Psychological Science. Her research is also regularly featured in the New York Times, Wall Street Journal, Harvard Business Review, CNN and BBC News.

She teaches consumer behavior in the undergraduate program and Ph.D courses in consumer behavior. 


Wang, Yajin and Deborah Roedder John (forthcoming), “Up, up, and away: Upgrading as a Response to Dissimilar Brand Users,” Journal of Marketing Research.

Wang, Yajin, Jennifer Stoner, and Deborah Roedder John (forthcoming), “Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior,” Journal of Consumer Psychology.

Wang, Yajin and Vladas Griskevicius (2014), “Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women,” Journal of Consumer Research, 40(5), 834-854.

Vohs, Kathleen D., Yajin Wang, Francesca Gino, and Michael I. Norton (2013), “Rituals Enhance Consumption,” Psychological Science, 24(9), 1714-1721. 


How Moving Helps Global Charities

People Who Move More Give More to Global Causes

Read Research Article : How Moving Helps Global Charities
Why the Devil Wears Prada

Study Finds Luxury Handbag Wearers Likely to Behave Selfishly

Read Research Article : Why the Devil Wears Prada
In Luxury, Trying To Avoid Barneys' Fate

How the Retailer's Upscale Rivals Are Evolving

Read Research Article : In Luxury, Trying To Avoid Barneys' Fate


How J.Crew Can Weather the Rough Seas

SMITH BRAIN TRUST – J.Crew is battling some choppy seas.

It's had 10 consecutive quarterly sales declines, two straight years of…

Read News Story : How J.Crew Can Weather the Rough Seas
Fearless Idea 26: Know the Power of Posh Labels

SMITH BRAIN TRUST — High-priced luxury handbags are sometimes referred to as “statement pieces,” and for at least some women, the…

Read News Story : Fearless Idea 26: Know the Power of Posh Labels
Victoria’s Secret Millennial Problem

SMITH BRAIN TRUST – Can Victoria's Secret get her groove back? Faced with shifts in customer preferences, rising online shopping and…

Read News Story : Victoria’s Secret Millennial Problem
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