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 consumer creativity, cross-culture marketing and behavioral pricing.

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

Research Interests

  • Consumer creativity
  • Cross-culture marketing
  • Behavioral pricing

Selected Publications

  • “Replication Note Dual Entitlement Revisited: Cultural Differences in Asymmetric Pricing,” with Haipeng Allan Chen, Lisa Bolton and Sharon Ng, Journal of Marketing Behavior, forthcoming.
  • “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.