| Consumer participation in cause-related marketing: An examination of effort demands and defensive denial KM Howie, L Yang, SJ Vitell, V Bush, D Vorhies Journal of Business Ethics 147, 679-692, 2018 | 124 | 2018 |
| The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising M Cineli, L Yang Journal of Advertising 45 (4), 472-81, 2016 | 47 | 2016 |
| Ambivalence, selective exposure, and negativity effect L Yang, HR Unnava Psychology & marketing 33 (5), 331-343, 2016 | 34 | 2016 |
| Tipping the purchase with external cues: Influencing the behaviors of ambivalent consumers with contextual primes L Yang, HR Unnava Journal of Marketing Theory and Practice 24 (4), 442-461, 2016 | 16 | 2016 |
| The Ambivalent Consumer: A Sequential Investigation of Response Amplification in Buyer‐Seller Encounters V Bush, L Yang, K Hill Journal of Marketing Theory and Practice, 402-14, 2015 | 15 | 2015 |
| Unethically Keeping the Change While Demeaning the Act L Yang, S Vitell, V Bush Journal of Consumer Marketing, 2017 | 3 | 2017 |
| When Ambivalence Increases Attitude Behavior Correspondence L Yang, HR Unnava Advances in Consumer Research 38, NA, 2011 | 3 | 2011 |
| The effects of ambivalence on information preference and choice L Yang The Ohio State University, 2011 | 1 | 2011 |
| Effects of labeling on risk-taking in “leveling-up” decisions: Ascending versus descending permutations and ending in terminal values H Liu, L Yang, DT Wegener Marketing Letters, 2022 | | 2022 |
| Cause‐ Related Marketing with Consumer Participation and the Reactance Response K Howie, L Yang, S Vitell, V Bush, D Vorhies Journal of Business Ethics, 2016 | | 2016 |
| Preference for Negative Reviews When Forming Attitudes: The Moderating Role of Ambivalence L Yang, HR Unnava Psychology & Marketing, 2016 | | 2016 |
| Is Less More for Cause-Related Marketing K Howie, L Yang Advances in Consumer Research 43, 2015 | | 2015 |
| Consumer Participation in Cause-Related Marketing K Howie, L Yang Advances in Consumer Resaerch 42, 2014 | | 2014 |
| Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand L Yang, K Howie Advances in Consumer Research, NA, 2014 | | 2014 |
| Effect of Price Estimate Precision on Pre-and Post-Outcome Satisfaction M Cinelli, L Yang ACR North American Advances, 2013 | | 2013 |
| The Language of Advertising: Examining the Benefit of Construal Matching K Easwar, L Yang Advances in Consumer Research 40, NA, 2012 | | 2012 |
| The Exhaustion Effect of Felt Ambivalence on the Inclination to Outsource Decisions to Chance L Yang, KG DeMarree, Y Zou, H Liu, Y Wang, J Xia Available at SSRN 4431875, 0 | | |
Melissa CinelliUniversity of MississippiVerified email at bus.olemiss.edu
Melissa CinelliUniversity of MississippiVerified email at bus.olemiss.edu