Yixing Chen
陈一行
Welcome! I am an Assistant Professor of Marketing at the Mendoza College of Business and a faculty affiliate of the Mike and Josie Harper Cancer Research Institute, Lucy Family Institute for Data & Society, and Eck Institute for Global Health at the University of Notre Dame. I am an Advisory Fellow for the Product & Data Science Group at GreatSchools.org, the leading nonprofit in K-12 education. I serve on the editorial review boards of the Journal of Marketing and Journal of Marketing Research.
I study the social impact of marketing, with a focus on measuring and enhancing the effectiveness of marketing interventions for social sector organizations, particularly in health and education. I also collaborate with digital platforms (e.g., search, social media, e-commerce, and online review platforms) to assess the value of data, algorithms, and choice architecture. My work spans marketing, information systems, operations management, and medicine, with articles published or forthcoming in premier journals such as Journal of Marketing, Journal of Marketing Research, Management Science, Production and Operations Management, and Clinical Gastroenterology and Hepatology. My research has been honored with Financial Times Responsible Business Academic Research Award, AMA-EBSCO-RRBM Award for Responsible Research in Marketing (2023 Distinguished Winner), and John A. Howard/AMA Doctoral Dissertation Award (acceptance speech) and named a finalist for prestigious best paper awards such as the Paul E. Green Award, AMA/Marketing Science Institute/H. Paul Root Award (×2), and AMA-EBSCO-RRBM Award for Responsible Research in Marketing.
I am passionate about teaching and have been recognized as one of Poets & Quants Best 40-Under-40 MBA Professors Worldwide. At Mendoza, I teach Marketing Analytics in the undergraduate and MBA programs where I received the Prochaska Outstanding Teaching Award. During my doctoral studies, I taught Marketing Analytics and won the Dean’s Award for Outstanding Teaching.
Education
Ph.D., Texas A&M University, 2020
MBA, University of New Mexico, 2015
BA, Southwestern University of Finance and Economics, 2013
Affiliations
Eck Institute for Global Health
Lucy Family Institute for Data & Society
Mike and Josie Harper Cancer Research Institute