Yixing Chen

Yixing Chen is an Assistant Professor of Marketing at the Mendoza College of Business and a faculty affiliate of the Harper Cancer Research Institute and the Eck Institute for Global Health, University of Notre Dame. Dr. Chen is interested in quantifying the (1) social impact of marketing interventions and (2) return on investment in the context of digital markets. His research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, and Harvard Business Review. His research has been funded by the National Cancer Institute and Agency for Healthcare Research and Quality. Dr. Chen won the John A. Howard/AMA Doctoral Dissertation Award, Texas A&M Distinguished Dissertation Award, and was a finalist of the AMA/Marketing Science Institute/H. Paul Root Award twice (2018, 2020). At Notre Dame, Dr. Chen teaches Marketing Analytics at the undergraduate and graduate level. Dr. Chen received his Ph.D. in Business Administration (Marketing) from the Texas A&M University’s Mays Business School where he taught Marketing Analytics and won the Dean’s Award for Outstanding Teaching.

Education

• Doctor of Philosophy (PhD) Texas A&M University - Mays Business School (2015 — 2020)
• Master of Business Administration (MBA) The University of New Mexico - Robert O. Anderson School of Management (2013 — 2015)
• Bachelor's degree Southwestern University of Finance and Economics (2009 — 2013)
• Exchange Student The University of New Mexico (2011 — 2012)

Publications

• Chen, Yixing, Vikas Mittal, and Shrihari Sridhar (2021), “Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending,” Journal of Marketing Research, 58 (1), 141-162.

• Chen, Yixing, Ju-Yeon Lee, Shrihari Sridhar, Vikas Mittal, Katharine McCallister, and Amit G. Singal (2020), “Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment,” Journal of Marketing, 84 (3), 1–27

• Kanuri, Vamsi K., Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” Journal of Marketing, 82 (6), 89–108

Working Papers

• Chen, Yixing, Taehoon Im, Muzeeb Shaik, Narendra Bosukonda, Sonam Singh, Markus Blut, Vikas Mittal, Shrihari Sridhar, and Amit G. Singal (2021), “The Association of Patient Satisfaction and Quality of Care: Theory, Evidence, and Application,” working paper.

• Chen, Yixing, Kyuhong Han, Taehoon Im, Sonam Singh, Shrihari Sridhar, and Vikas Mittal (2021), “Return on Safety Training,” working paper.

Other Papers

• Chen, Yixing, Shrihari Sridhar, and Vikas Mittal (2021), “Treatment Effect Heterogeneity in Randomized Field Experiments: A Methodological Comparison and Public Policy Implications,” Journal of Public Policy & Marketing - Accepted (awaiting publication).

• Singal, Amit G., Yixing Chen, Shrihari Sridhar, Vikas Mittal, Hannah Fullington, Muzeeb Shaik, Akbar K. Waljee and Jasmin Tiro (2021), “Novel Application of Predictive Modeling: Identifying Patients for a Tailored Approach to Promoting HCC Surveillance in Patients with Cirrhosis,” Clinical Gastroenterology and Hepatology - Accepted (awaiting publication).

• Pickard, Matthew D., Catherine A. Roster, and Yixing Chen (2016), “Revealing Sensitive Information in Personal Interviews: Is Self-Disclosure Easier with Humans or Avatars and Under What Conditions,” Computers in Human Behavior, 65, 23–30.