Directory

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RESEARCH INTERESTS

• Topic: Marketing Causality, Social Media, Content Marketing, Marketing-AI Interface, Sustainabi
• Methodology: Empirical Models, Structural Models, Natural/Field Experiments, Machine Learning, Unstructured Big Data, Moment-to-Moment Data

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PUBLICATIONS

• Yicheng Song, Wenbo Wang, Song Yao (2025), “Customer Acquisition via Explainable Deep Reinforcement Learning”, Information Systems Research, 36(1), 534-551.

• Qiang Zhang, Wenbo Wang, and Yuxin Chen (2020) “In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments,” Marketing Science, 39 (2), 285-295, Lead Article (authorship in reverse alphabetical order).
  - One of the few selected in Marketing Science Frontiers
• Monica Wadhwa, C. Kim, A. Chattopadhyay, and Wenbo Wang (2019), “Unexpected Framing Effect: Impact of Framing a Product Benefit as Unexpected Product Desire,” Journal of Consumer Research, 46 (2), 223-245.
• Song Yao, Wenbo Wang, and Yuxin Chen (2017), “TV Channel Search and Commercial Breaks,” Journal of Marketing Research, 54 (5), 671-686, Lead Article (authorship in reverse alphabetical order).
  - Winner of Early Career Award, Research Grants Council of the Hong Kong Government, 2013
• Wenbo Wang, Aradhna Krishna, and Brent McFerran (2017), “Turning Off the Lights: Consumers’ Environmental Efforts Depend on Visible Efforts of Firms,” Journal of Marketing Research, 54 (3), 478-494.
• Stephan Seiler, Song Yao, and Wenbo Wang (2017), “Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment,” Marketing Science, 36 (6), 838–861.
• Wenbo Wang, Hean Tat Keh, and Lisa E. Bolton (2010), “Lay Theories of Medicine and a Healthy Lifestyle,” Journal of Consumer Research, 37(June), 80-97.
• Monica Wadhwa, A. Chattopadhyay, Christine Kim, and Wenbo Wang (2019), “How to Market a Product’s Unexpected Benefit,” Harvard Business Review, June 13.