Developing Strengths or Remedying Weakness? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products(Chen, Qihui, Yajin Wang, and Ying Zhang) , Journal of Marketing, Forthcoming

Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal(Jin, Liyin, Yajin Wang and Ying Zhang (equal contributions)) , Journal of Marketing, 87 (5), 776-792, 2023

The Mate Screening Motive: How Women Use Luxury Consumption to Signal to Men(Chen, Qihui, Yajin Wang and Nailya Ordabayeva) , Journal of Consumer Research, 50(2), 303-321, 2023

L’Art pour l’Art: Experiencing Art Reduces the Desire for Luxury Goods(Wang, Yajin, Alison Xu and Ying Zhang) , Journal of Consumer Research, 49 (5), 785-810, 2023

Residential Mobility or Mobile Residentiality? Exploring the Effects of Place Stability and Variety on Consumer Psychology(Wang, Yajin) , Journal of Consumer Psychology, 32(3), 2022

A Conceptual Framework of Contemporary Luxury Consumption(Wang, Yajin) , International Journal of Research in Marketing, 3(39), 2022

The Divergent Impact of the Reward Magnitude on Goal Eagerness and Engagement(Jin, Liyin, Qian Xu, Yajin Wang and Ying Zhang) , Organizational Behavior and Human Decision Processes, 167, 101-113, 2021

Not too Far to Help: Residential Mobility, Global Identity, and Donations to Distant Beneficiaries(Wang, Yajin, Amna Kirmani and Xiaolin Li) , Journal of Consumer Research, 47(6), 878-889, 2021
Journal of Consumer Research

Does the Devil Wear Prada? Luxury Products Experiences Can Affect Prosocial Behavior(Wang, Yajin, Deborah Roedder John, and Vladas Griskevicius) , International Journal of Research in Marketing, 38(1), 104-119, 2021
International Journal of Research in Marketing

Up, up, and away: Upgrading as a Response to Dissimilar Brand Users(Wang, Yajin and Deborah Roedder John ) , Journal of Marketing Research, 56(1), 142-157, 2019

Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior(Wang, Yajin, Jennifer Stoner, and Deborah Roedder John) , Journal of Consumer Psychology, 29(2), 207-225, 2019

Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women(Wang, Yajin and Vladas Griskevicius) , 2014
Journal of Consumer Research, 40(5), 834-854, 2014
• Featured as JCR’s most impactful articles in JCR’s the 40th anniversary special issue
• Featured in JCR’s Research Curations - “Products as Signals”
• Media Coverage: ABCNews, NBC, CBSNews, Harvard Business Review, TIME, C

Rituals Enhance Consumption(Vohs, Kathleen D., Yajin Wang, Francesca Gino, and Michael I. Norton) , 2013
Psychological Science, 24(9), 1714-1721, 2013
• Media Coverage: New York Times, Wall Street Journal, Harvard Business Review, USA Today, Forbes, TIME, Telegraph UK, Daily Mail UK, NBCNews