Dian Wang Headshot

Dian Wang, PhD

Associate Professor, Marketing

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Bio

Dian Wang holds a PhD in marketing from the Mays Business School of 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) and cross-cultural marketing. He has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Economic Behavior and Organization, among others.

Research Interests

  • Consumer creativity
  • Cross-culture marketing
  • Behavioral pricing

Degrees

  • PhD Texas A&M University
  • MBA The University of Texas at Arlington
  • BA Texas Tech University

Publications

  • “Large Effects of Small Cues: Priming Selfish Economic Decisions,” with Avichai Snir, Dudi Levy, Dian Wang, and Daniel Levy, Journal of Economic Behavior and Organization, forthcoming, 2026.
  • “The Over-Diversification Effect: Enhancement in Perceived Heterogeneity of Multiple (vs. Single) Others’ Preferences,” with Ritesh Saini and Haipeng (Allan) Chen, Journal of Consumer Psychology, 2025, Vol. 35, No. 1, pp. 158–165.
  • “Will Online Shopping Lead to More Brand Loyalty than Offline Shopping,” with Bingxuan Guo, Journal of Marketing Research, 2024, Vol. 61, No. 1, pp. 92–109.
  • “Culture, Relationship Norm, and Dual Entitlement,” with Haipeng (Allan) Chen, Lisa Bolton, Sharon Ng, and Dongwon Lee, Journal of Consumer Research, 2018, Vol. 45, No. 1, pp. 1–20.