Dian Wang, Ph.D.

Assistant Professor, Marketing

Dian Wang Headshot



Dian Wang holds a Ph.D 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 Marketing Behavior and Customer Needs and Solutions.

Research Interests

  • Consumer creativity
  • Cross-culture marketing
  • Behavioral pricing


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


  • “The Over-Diversification Effect: Enhancement in Perceived Heterogeneity of Multiple (vs. Single) Others’ Preferences”,  with Saini, Ritesh and Haipeng (Allan) Chen, Journal of Consumer Psychology, 2023, Vol. 00, pp. 1-8.
  • Will Online Shopping Lead to More Brand Loyalty than Offline Shopping,” with Bingxuan Guo, Journal of Marketing Research, 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, Vol. 45, No. 1, 2018, pp. 1-20.