Haiyang Yang Wins Best Paper Award From Consumer Research Association

Main navigation Johns Hopkins Legacy Online applications Faculty Directory Experiential learning Career resources Alumni mentoring program Util Nav CTA CTA Breadcrumb Haiyang Yang Wins Best Paper Award from Consumer Research Association A research paper co-authored by Carey Business School Assistant Professor Haiyang Yang, titled “Instantaneously Hotter: The Dynamic Revision of Beauty Assessment Standards,” was awarded the Franco Nicosia Best Competitive Paper Award by the Association for Consumer Research, the main academic organization for behavioral research in marketing. Yang’s paper, written with Leonard Lee of the National University of Singapore, was chosen from 545 aggressive paper submissions to the 2014 conference of the Association for Consumer Research. The paper shows that magnificence is an instantaneously and dynamically constructed notion. In a big-scale area examine and lab experiments, the researchers discovered that research members mechanically modified their magnificence evaluation standards after they have been uncovered to others’ aesthetic views (despite the fact that these views differed considerably from their own). Participants’ subsequent judgments of magnificence converged towa rd the common taste, although previously they did not know others’ evaluations of these targets and their judgments had been nameless and free from social stress. Without prior exposures to others’ aesthetic views, nevertheless, members did not converge towards the common taste. These findings thus show a micro-level mechanism of how shifts in aesthetic views happen at the macro, societal stage. Posted a hundred International Drive