College of Business: University of Illinois at Urbana-Champaign

Assistant Professor of Business Administration

Yuan, H., gomez, m., Rao, V. Forthcoming. Trade Promotion Decisions under Demand Uncertainty: A Market Experiment Approach. Management Science

White, T. , Yuan, H. 2012. Building Trust to Increase Purchase Intentions: The Signaling Impact of Low Pricing Policies. Journal of Consumer Psychology, 22: 384-394

Yuan, H., Han, S. 2011. The Effects of Consumers' Price Expectations on Sellers' Dynamic Pricing Strategies. Journal of Marketing Research, 48: 48-61

Yuan, H., Krishna, A. 2011. Price-Matching Guarantees with Endogenous Search: A Market Experiment Approach. Journal of Retailing, 87: 182-193

Yuan, H., Krishna, A. 2008. Pricing of Mall Services in the Presence of Sales Leakage. Journal of Retailing, 84: 95-117

Yuan, H., Krishna, A., Briesch, R., Lehman, D. 2004. A Meta-Analysis of the Impact of Price Presentation on Perceived Savings. Journal of Retailing, 78: 101-118

Yuan, H. 2009. To Bargain or Just Go with the Sticker Price? Buyer Characteristics and Sellers’ Profitable Pricing Strategies Marketing Research Forum 2009

Yuan, H., Krishna, A. 2006. Pricing of mall services when transactions can end outside the mallAmerican Marketing Association Winter Conference

Bushey, E. , Palekar, U. , Yuan, H. 2012. The Effects of Information Diffusion on Dynamic Pricing Decisions

Kulkarni, A., Yuan, H. 2012. Cross the Line, Get the Dime: Consumer Response to Conditional Promotions

Kulkarni, A., Yuan, H. 2012. When Thinking about New Zealand or a Construction Worker Makes a Goal Motivating: Effect of Goal-Irrelevant Cues on Goal Pursuit. Journal of Consumer Psychology

Yuan, H. 2012. An Experimental Investigation of Heuristic and Analytic Thinking in Making Optimal Pricing Decisions

Yuan, H., gomez, m., Rao, V. 2012. Trade Promotion Decisions Under Demand Uncertainty: A Market Experiment Approach. Management Science

Yuan, H. Forthcoming. Consumer Response to Conditional Promotions: An Investigation of the Influence of Promotion Type and Original Basket Sizes on Consumers’ Search BehaviorInaugural AMA/ACRA Triennial Retail Conference, Seattle.

Yuan, H. Forthcoming. Trade Promotion Decisions under Demand Uncertainty: A Market Experiment ApprachMarketing Science Conference, Boston.

Yuan, H., Gong, Q. 2010. Consumers’ Beliefs and Sellers’ Dynamic Selling StrategiesChinese Economics Society Annual Conference, Xiameng.

Yuan, H., gomez, m., Rao, V. 2009. of Channel Power on Trade Promotion Budget and Allocation: A Market Experimental AnalysisMarketing Research Forum 2009, Beijing.

Yuan, H., gomez, m., Rao, V. 2008. Effects of Horizontal and Vertical Market Power on Trade Promotion Budget and Allocation: An Experimental and Empirical AnalysisConference on Evolving Marketing Competition in the 21st Century, Mainz.

Yuan, H., gomez, m., Rao, V. 2008. Effects of Horizontal and Vertical Market Power on Trade Promotion Budget and Allocation: An Experimental and Empirical AnalysisMarketing Science Conference, Vancouver.

Yuan, H., Gong, Q. 2008. To Bargain or Just Go with the Sticker Price? Buyer Characteristics and Sellers’ Profitable Pricing Strategies 2008 Global Marketing Conference at Shanghai, Shanghai.

Yuan, H., han, s. 2007. Why Do Prices Rise Faster than They Fall? Understanding Rockets and FeathersINFORMS Conference, Seattle.