School of Economics and Management

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Faculty List

Qing Yao

Associate Professor

Email:yaoq@ustb.edu.cn

Academic qualifications

09/2008-present PhD of Business Administration, Marketing Department, SEM, Tsinghua University
09/2006-07/2008 M. S. of Business Administration, Marketing Department, SEM, Sep, Tsinghua University
08/2010-08/2011 Visiting Scholar, Marketing Department, School of Management, Yale University
09/2002-07/2006 B. of Economics, International Economics and Trade Department, School of Economics and Administration (SEA) Beijing Normal University

Research Interests

Consumer Behavior, Judgment and Decision Making, Branding
Advertising Theory and Performance Measurement, Pricing and Promotion Marketing Strategy
Hedonic and Utilitarian Products' Marketing Strategy

Publications

Articles in refereed journals
[1] Yao, Qing, Rong Chen and Ping Zhao, “Precise versus Imprecise Promotional Rewards at Small Probabilities: Moderating from Purchase Value and Promotion Budget,” European Journal of Marketing, forthcoming (SSCI)
[2] Yao, Qing, Rong Chen and Ping Zhao (2011), “The Influence of Self-Construals on the Imagery Advertising Strategy” (in Chinese), Acta Psychologica Sinica, 6, 674-683.
[3] Yang, Defeng, Yang Jianhua, Lou Runping and Qing Yao (2012), “The Influence of Stakeholder, Managerial Interpretations on Environmental Protection Strategy: Empirical Research Based on China’s Listed Companies,” (in Chinese), Management Review, 24 (3), 140-149.
[4] Yao, Jianfang and Qing Yao (2005), “Analysis of Government Incorruptibility on Capital Flight” (in Chinese), Communication of Finance and Accounting, 9, 16-21.
[5] Yao, Qing (2005), “Things Behind the Connected Transaction” (in Chinese), New Economy, 18, 34-35.

Professional Experience
[1] Editor of Journal of Marketing Science (Tsinghua core journal, hosted by Tsinghua University SEM and Peking University GSM), Oct. 2007-Oct. 2009