Yanyi Leng
- Assistant Professor of Marketing, Colorado State University
Yanyi Leng is an Assistant Professor of Marketing at Colorado State University. Her research examines consumer behavior and judgment and decision-making, with a particular focus on how consumers make and evaluate decisions in prosocial and social contexts. Her work explores how consumers evaluate corporate generosity, how firms can effectively communicate prosocial initiatives, and how social contexts shape consumers' financial decisions. Her recent research, published in the Journal of Marketing Research, examines how companies can structure and communicate charitable donations in periodic terms to signal authentic prosocial motives and enhance reputational benefits.
Yanyi received her PhD in Marketing from the Olin Business School at Washington University in St. Louis. She also holds an MA in Social Sciences from the University of Chicago and a BA, magna cum laude, in Psychology from the University of Southern California.
Experience- –present Assistant Professor of Marketing, Colorado State University
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