Dian Wang, Ph.D.

Assistant Professor of Marketing


  • Ph.D Texas A&M University
  • MBA The University of Texas at Arlington
  • B.A. Texas Tech University


Dian Wang holds a Ph.D in marketing from the Mays Business School at Texas A&M University. He joined the Carlos Alvarez College of Business in 2018 as an assistant professor.

He conducts research in the area of behavioral decision theory (BDT). His research interests include creativity, cross-cultural marketing and behavioral pricing.

He has published in the Journal of Consumer ResearchJournal of Marketing Research, Journal of Marketing Behavior and Customer Needs and Solutions.

Research Interests

  • Consumer creativity
  • Cross-culture marketing
  • Behavioral pricing

Selected Publications

  • “Will Online Shopping Lead to More Brand Loyalty than Offline Shopping,” with Bingxuan Guo, accepted at Journal of Marketing Research.
  • “Replication Note Dual Entitlement Revisited: Cultural Differences in Asymmetric Pricing,” with Haipeng Allan Chen, Lisa Bolton and Sharon Ng, Journal of Marketing Behavior, Vol. 4, No. 2-4, 2020, pp. 213-225.
  • “I Paid More Than You (Before)?! The Effects of Self-Construal and Comparison Target on Price Unfairness Perceptions,” with Wenjing Dou, Wei Lu, Brady Hodges and Haipeng Allan Chen, Customer Needs and Solutions, 2019, pp. 1-7.
  • “Culture, Relationship Norm, and Dual Entitlement,” with Haipeng Allan Chen, Lisa Bolton, Sharon Ng and Dongwon Lee, Journal of Consumer Research, Vol. 45, No. 1, 2018, pp. 1-20.