Concepedia

Xiaojing Yang

XY

17

Publications

1.3K

Citations

14

H-Index

2004

Active since

Affiliations

University of Wisconsin–Milwaukee(Current)

Indiana University Bloomington

Indiana University

University of South Carolina

Zhongnan University of Economics and Law

Xiaojing Yang is an author at University of Wisconsin–Milwaukee specializing in marketing, consumer research, and management.

Top concepts

MarketingConsumer ResearchManagementPsychologyConsumer BehaviorAdvertisingBehavioral ScienceCreativitySocial SciencesMarketing Communication

Publications per year

2004–2022

17

Publications

17

The Impact of Advertising Creativity on the Hierarchy of Effects

Robert E. Smith, Jiemiao Chen, Xiaojing Yang · Journal of Advertising · 2008 · 311 citations

Marketing, Customer Satisfaction, Ad Creativity +15

Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

Robert E. Smith, Xiaojing Yang · Marketing Theory · 2004 · 235 citations

Ad Creativity, Advertising, Creative Ad +12

Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity

Xiaojing Yang, Robert E. Smith · Marketing Science · 2009 · 171 citations

Customer Satisfaction, Targeted Advertising, Consumer Research +18

When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem

Yanfen You, Xiaojing Yang, Lili Wang et al. · Journal of Marketing · 2019 · 121 citations

Customer Satisfaction, “ Thank, Redressing Service Failures +22

The effects of creativity on advertising wear-in and wear-out

Jiemiao Chen, Xiaojing Yang, Robert E. Smith · Journal of the Academy of Marketing Science · 2014 · 73 citations

Advertising, Creativity, Management +4

Rows per page

1–5 of 17