• Deng, Yiting, Anja Lambrecht, and Yongdong Liu (2022), “Spillover Effects and Freemium Strategy in the Mobile App Market,” accepted, Management Science

  • Miao, Wei, Yiting Deng, Wei Wang, Yongdong Liu, and Christopher Tang (2022), “The Effects of Surge Pricing on Driver Behavior in the Ride-Sharing Market: Evidence from a Quasi-Experiment," accepted, Journal of Operations Management.

  • Deng, Yiting, Min Jiang, and Xiaodong Jiang (2022), "How Does Vehicle Sales Tax Affect Television Advertising Strategies? Modeling Advertising Intensity Around Emissions-Related Tax Changes," accepted, Journal of Advertising Research

  • Deng, Yiting, Anja Lambrecht, and Catherine Tucker (2022), History of Field Experiments in Marketing," a chapter in History of Marketing Science (2nd Edition) edited by Russell Winer and Scott A. Neslin.

  • Alantari, Huwail, Imran Currim, Yiting Deng, and Sameer Singh (2022), “An Empirical Comparison of Machine Learning Methods for Text-based Sentiment Analysis of Online Consumer Reviews,“ International Journal of Research in Marketing, 39(1): 1-19.

  • Wang, Wei, Wei Miao, Yongdong Liu, Yiting Deng, and Yunfei Cao (2022), “The Impact of COVID-19 on the Ride-Sharing Industry and Its Recovery: Causal Evidence from China,“ Transportation Research, Part A, 155: 128-141.

  • Deng, Yiting, Richard Staelin, and Joe Urbany (2021), “The Persistence of False Promotions: Theory and Empirical Evidence,” a chapter in Legal Applications of Marketing Theory edited by Joel Steckel and Jake Gersen, Cambridge University Press.

  • Deng, Yiting, Richard Staelin, Wei Wang, and William Boulding (2018), “Consumer Sophistication, Word-of-mouth and `False' Promotions,” Journal of Economic Behavior & Organization, 152: 98-123. ​

  • Deng, Yiting, and Carl F. Mela (2018) “TV Viewing and Advertising Targeting,” Journal of Marketing Research, 55(1): 99-118. 

    • Finalist, Robert D. Buzzell MSI Best Paper Award, 2019

    • Runner-Up, Don Lehmann Award, 2020

  • Mela, Carl F., Jason M.T. Roos, and Yiting Deng (2013), “A Key Word History of Marketing Science,” Marketing Science, 32(1): 8-18.

  • Deng, Yiting, D. Sunshine Hillygus, Jerome P. Reiter, Yajuan Si, and Siyu Zheng (2013),“Handling Attrition in Longitudinal Studies: The Case for Refreshment Samples,” Statistical Science, 28(2): 238-256. 

Selected Working Papers

  • "Friends of Foe: When a Platform Enters the Market to Compete with its Third-Party Sellers," with Christopher Tang, Wei Wang, and Onesun Steve Yoo (2021).

  • “Expert Opinions and Consumer Reviews: Evidence from the Michelin Guide," with Xingyi Li, Puneet Manchanda, and Bert De Reyck (2022).

  • Invention Pledges: A Case Study of Open Disclosure at IBM,” with Ajay Bhaskarabhatla and Yongdong Liu (2021).

  • “Peer Effect on Performance and Effort Allocation: Evidence from Marathon Runners," with Jie Zheng (2021).

  • “Asymmetric Consequences of Cyber-Vulnerability on Health Services,” with Anja Lambrecht and Catherine Tucker (2020).


  • “Price Promotions and Online Product Evaluations,” with Anja Lambrecht and Yongdong Liu (2019).