LIANG Yitian (Sky)

LIANG Yitian (Sky) is an Associate Professor (Tenured) in the Department of Marketing at Tsinghua University's School of Economics and Management. His research focuses on marketing decision-making models within China's economic transformation, with an emphasis on quantitative analysis of market and consumer behavior. He has published eight papers in leading international journals, including seven top UTD-listed journals, and one in a leading Chinese marketing journal. His work addresses topics such as advertising spillover effects, mobile ad fraud, and consumer decision-making influenced by new information. He also serves as Academic Director of the Excellent Managers Development Program and Ph.D. Program Coordinator for the Department of Marketing.

Yitian (Sky) Liang is an Associate Professor of Marketing at Tsinghua University, specializing in marketing research. His work explores consumer behavior, particularly how factors like sleep, time constraints, and technology influence purchasing decisions. Liang's research interests include price sensitivity, variety seeking, and the impact of digital platforms on consumer behavior. He has conducted empirical studies on topics such as the effects of sleepiness on consumer choices, the role of advertising spillover in short-form video platforms, and the economic value of daily deal markets. His research also examines the influence of parenting motivation and technology-enabled incentives on consumer behavior.