Xiaojing Yang
Xiaojing Yang
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The impact of advertising creativity on the hierarchy of effects
RE Smith, J Chen, X Yang
Journal of advertising 37 (4), 47-62, 2008
Toward a general theory of creativity in advertising: Examining the role of divergence
RE Smith, X Yang
Marketing Theory 4 (1-2), 31-58, 2004
Modeling the determinants and effects of creativity in advertising
RE Smith, SB MacKenzie, X Yang, LM Buchholz, WK Darley
Marketing science 26 (6), 819-833, 2007
Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity
X Yang, RE Smith
Marketing Science 28 (5), 935-949, 2009
The effects of creativity on advertising wear-in and wear-out
J Chen, X Yang, RE Smith
Journal of the Academy of Marketing Science 44 (3), 334-349, 2016
When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem
Y You, X Yang, L Wang, X Deng
Journal of Marketing 84 (2), 133-150, 2020
Understanding the impact of self-concept on the stylistic properties of images
X Yang, J Zhang, LA Peracchio
Journal of Consumer Psychology 20 (4), 508-520, 2010
It's not whether you win or lose, it's how you play the game? The role of process and outcome in experience consumption
X Yang, H Mao, LA Peracchio
Journal of Marketing Research 49 (6), 954-966, 2012
The construal (in) compatibility effect: The moderating role of a creative mind-set
X Yang, T Ringberg, H Mao, LA Peracchio
Journal of Consumer Research 38 (4), 681-696, 2011
Stylistic properties and regulatory fit: Examining the role of self-regulatory focus in the effectiveness of an actor's vs. observer's visual perspective
J Zhang, X Yang
Journal of Consumer Psychology 25 (3), 449-458, 2015
A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets
X Yang, H Mao, L Jia, MG Bublitz
Journal of Consumer Research 45 (6), 1213-1229, 2019
“We” are Different: Exploring the Diverse Effects of Friend and Family Accessibility on Consumers' Product Preferences
X Fei, Y You, X Yang
Journal of Consumer Psychology 30 (3), 543-550, 2020
Does Mere Exposure To Beauty-Related Words Promote Prosocial Behavior?: Exploring The Mental Association Between Beauty and Prosociality
X Yang, X Deng, A Bhadauria
Journal of the Association for Consumer Research 5 (1), 106-116, 2020
The Pet Exposure Effect: Exploring The Differential Impact of Dogs Versus Cats on Consumer Mindsets
L Jia, X Yang, Y Jiang
Journal of Marketing 86 (5), 42-57, 2022
Consumer creativity and its implications for sustainability marketing
X Yang, MG Bublitz, KY Wang, LA Peracchio
Communicating sustainability for the green economy, 184-200, 2015
From Functional Efficiency to Temporal Efficiency: Multifunctional Products Increase Consumer Impatience
Y You, J Pan, X Yang, X Fei
Journal of Consumer Psychology 32 (3), 509-516, 2022
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