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 received my Ph.D. in Business Administration (Marketing) from the Texas A&M University’s Mays Business School, under the supervision of Hari Sridhar (Texas A&M University) and Vikas Mittal (Rice University).

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 am also interested in measuring the value of data and algorithms in digital markets. My research has appeared in premier marketing and medical journals such as Journal of Marketing, Journal of Marketing Research, and Clinical Gastroenterology and Hepatology. My research has been supported by National Cancer Institute, Agency for Healthcare Research and Quality, Kemper Foundation, and Singapore Ministry of Education. I won the Financial Times Responsible Business Education Academic Research Award, John A. Howard/AMA Doctoral Dissertation Award (acceptance speech), University of New Mexico Inspirational Young Alumnus Award, Texas A&M Distinguished Dissertation Award, and Grow the Good in Business Faculty Research Award at Mendoza College of Business. My research has been selected as a finalist for best paper awards such as the AMA-EBSCO-RRBM Award for Responsible Research in Marketing (2022), Paul E. Green Award (2021), and AMA/Marketing Science Institute/H. Paul Root Award (2018 and 2020).

At Notre Dame, I teach Marketing Analytics at the undergraduate and graduate level. During my doctoral studies, I have taught Marketing Analytics to the undergraduate students at the Mays Business School, 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