Yixing Chen



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 study social impact of marketing, with an aim to measure and improve the effectiveness of marketing interventions for social sector organizations (e.g., health care and education). I also work with a variety of industry partners to measure the value of data, algorithms, and choice architecture in digital markets (e.g., search, social media, e-commerce, and online review platforms). My research appears in premier marketing and medical journals such as Journal of Marketing, Journal of Marketing Research, and Clinical Gastroenterology and Hepatology. I won the Financial Times Responsible Business Academic Research Award, AMA-EBSCO-RRBM Award for Responsible Research in Marketing (2023 Distinguished Winner), John A. Howard/AMA Doctoral Dissertation Award (acceptance speech), University of New Mexico Inspirational Young Alumnus Award, Texas A&M University Distinguished Dissertation Award, and Grow the Good in Business Faculty Research Award. My research has also been selected as a finalist for prestigious best paper awards such as the Paul E. Green Award, AMA/Marketing Science Institute/H. Paul Root Award, and AMA-EBSCO-RRBM Award for Responsible Research in Marketing.

I am an award-winning teacher recognized with Poets & Quants Best 40-Under-40 MBA Professors Worldwide. I teach Marketing Analytics in the undergraduate and MBA programs at Mendoza where I received the Prochaska Outstanding Teaching Award. During my doctoral studies, I have taught Marketing Analytics to the undergraduate students, winning the Dean’s Award for Outstanding Teaching.

Ph.D., Texas A&M University, 2020
MBA, University of New Mexico, 2015
BA, Southwestern University of Finance and Economics, 2013

Eck Institute for Global Health
Lucy Family Institute for Data & Society
Mike and Josie Harper Cancer Research Institute