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Updated: 2020/03/26

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Nathan Yang

Assistant Professor, Marketing
Nathan Yang
Contact Information
Email address: 
nathan.yang3 [at]
Alternate email address: [at]
nicoleta.anton [at]

Bronfman Building [Map]
1001 rue Sherbrooke Ouest
Montreal, Quebec
H3A 1G5


PhD, Economics, University of Toronto
MA, Economics, University of Toronto
BSc, Mathematics, University of Alberta

Tenured & Tenure Track
Research areas: 
Behavioural Science
Empirical Industrial Organization
Health & Wellness
Selected publications: 

1. Yang, Nathan (2019), Learning in Retail Entry, International Journal of Research in Marketing, Articles in Advance [link] [code]

2. Uetake, Kosuke, and Nathan Yang (2019), Inspiration from the "Biggest Loser": Social Interactions in a Weight Loss Program, Marketing Science, Articles in Advance [link] [code] [Media coverage: Yale Insights, National Affairs, body+soul, ScienceDaily, News-Medical, Medical Xpress, Dr. Howard Smith Oncall, My Dermatologist, Medical News Bulletin, Natural News, Delve]

3. Blevins, Jason, Ahmed Khwaja, and Nathan Yang (2018), Firm Expansion, Size Spillovers and Market Dominance in Retail Chain Dynamics, Management Science, 64 (9), 4070-4093 [link] [code]

4. Igami, Mitsuru, and Nathan Yang (2016), Unobserved Heterogeneity in Dynamic Games: Cannibalization and Preemptive Entry of Hamburger Chains in Canada, Quantitative Economics, 7 (2), 483-521 [link] [code] [Media coverage: The Economist, Financial Times]

5. Yang, Nathan (2012), Burger King and McDonald's: Where's the Spillover? International Journal of the Economics of Business, 19 (2), 255-281 [link] [Featured in 20 Years of IJEB collection] [Highlighted in IJEB 21st Anniversary Call for Papers]

6. Chi, Feng, and Nathan Yang (2011), Twitter Adoption in Congress, Review of Network Economics, 10 (3), 1-44 [link] [data] [Media coverage: LA Times, Chicago Tribune, New Republic, Freakonomics]

Current research: 

Working Papers, Under Review or Revision

1. Hagen, Linda, Yikun Jiang, Bärbel Knäuper, Kosuke Uetake, and Nathan Yang (2020), Mobile Health Behavior Tracking: Health Effects of Tracking Consistency and Its Prediction [pdf]

2. Liu, Peggy, Jeffrey Inman, Beibei Li, Charlene Wong, and Nathan Yang (2020), Consumer Health in the Digital Age [pdf]

3. Fang, Limin, and Nathan Yang (2020), Insights About Entry Deterrence Motives from Non-Monotonic Entry Patterns in Retail [pdf]

4. Fang, Limin, and Nathan Yang (2020), Measuring Preemptive Entry in Dynamic Oligopoly Games [pdf]

5. Nishida, Mitsukuni, and Nathan Yang (2020), Threat of Entry and Organizational-form Choice: The Case of Franchising in Retailing [pdf]

6. Christodoulopoulos, Steve, and Nathan Yang (2020), Consumer Activation and Effective Recruiting in an E-Health Platform [pdf]

7. Yang, Nathan (2019), Victim of Your (Customer's) Own Success [pdf]

8. Hagen, Linda, Kosuke Uetake, Nathan Yang, Bryan Bollinger, Allison Chaney, Daria Dzyabura, Jordan Etkin, Avi Goldfarb, Liu Liu, K. Sudhir, Yanwen Wang, James Wright, and Ying Zhu (2019), Artificial Intelligence Meets Behavioral Science: A New Framework for Studying Nudges [pdf]

9. Ergin, Elcin, Mehmet Gumus, and Nathan Yang (2019), An Empirical Analysis of Intra-Firm Product Substitutability in Fashion Retailing [pdf]

10. Fang, Limin, and Nathan Yang (2019), Aggressive Growth in Retail: A Trade-off Between Deterrence and Survival? [pdf]

11. Uetake, Kosuke, and Nathan Yang (2018), Harnessing the Small Victories: Goal Design Strategies for a Mobile Calorie and Weight Loss Tracking Application [pdf] [Media coverage: Les Affaires, Yale CCI Insights Review]

12. K. Sudhir, and Nathan Yang (2018), The Value of Free Upgrades [pdf]

Other Publications

1. Dubé, Laurette, Daiva Nielsen, Nathan Yang, Andre Portella, and Shawn Brown (2020), Behavior Analytics, Artificial Intelligence and Digital Technologies as Bridges Between Biological, Social and Food Systems, Sight and Life, 34 (1), 110-116 [link]

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