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Darla Moore School of Business


Linyun W. Yang

Title: Assistant Professor
Department: Marketing
Darla Moore School of Business
Phone: 803-777-3298
Office: Darla Moore School of Business, Room 470
Resources: Curriculum Vitae [PDF]
Linyun Yang headshot


Linyun Yang is assistant professor of marketing at the Darla Moore School of Business. She received her Ph.D. in marketing from Duke University and BS in biopsychology and cognitive sciences from the University of Michigan.

In her research, she explores how readily observable characteristics, such gender, race, or size, are used to make deeper and sometimes unwarranted inferences about people, brands, and products. Recently, she has examined how consumers react to the marketplace’s attempts at catering to and serving a wider range of customers and how consumer preferences are shaped by a brand’s surface-level traits like size and gender association. She publishes her work in top marketing journals, such as the Journal of Consumer Research and the Journal of Consumer Psychology.

She also advises students in the marketing Ph.D. program and currently teaches consumer behavior to MBA and undergraduate students. In the past, she has also taught global marketing and marketing strategy at the MBA and undergraduate levels.


  • Ph.D., Duke University, 2010
  • B.S., University of Michigan, 2005

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