College of Business: University of Illinois at Urbana-Champaign

Assistant Professor of Business Administration

Ph.D., Marketing, University of Michigan, 2005
M.A., Economics, University of Michigan, 2001
B.S., Management Information Systems, Fudan University, 1997

Assistant Professor of Business Administration, University of Illinois, 2005-2012
Lecturer of Business Administration, University of Illinois, 2004-2005
Instructor, University of Michigan, 2001, 2003

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

Faculty Representative for UIUC, Albert J. Haring Symposium, Indiana University, 2011
Member of the UIUC List of Faculty Ranked as Excellent by Students, Center for Excellence in Teaching, 2010, 2011
Teacher Scholar, Center for Excellence in Teaching, UIUC, 2010

marketing research, retail management, marketing management

Firms' Pricing and Promotion Strategies; Consumers' Responses to Pricing and Promotion Strategies Consumer Information Search Experimental and Behavioral Economics