University of Southern California

Botao Yang
Assistant Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, University of Toronto; MA, Peking University; BA, Renmin University of China


Botao Yang's research interests include Technology Adoption, Dynamic Discrete Choice Models, Empirical Industrial Organization, Applied Game Theory and Behavioral Economics. Methodologically, he does both structural modeling and analytical modeling. His current research examines 1) measuring consumers' adoption costs of new technology products; 2) how strategic thinking affects firms' technology adoption decisions; 3) the product strategies of firms that are secondary entrants into a market where consumers are uncertain about the secondary entrants' product quality; 4) the relation between callers' social ties and their wireless phone service consumption. He has published in the Journal of Marketing Research. He is a winner of the 2008 MSI Alden G. Clayton Doctoral Dissertation Proposal Competition.


Shi, M., Yang, B., and Chiang, J. (2016) "The Impact of Tie Strength Dynamics on Dyad Calling Behavior,".
Yang, B., and Ching, A. (2014) "Dynamics of Consumer Adoption of New Technology: The Case of ATM Cards," Management Science.
Luo, L., Ratchford, B., and Yang, B. (2013) "'Why We Do What We Do: A Model of Activity Consumption'," Journal of Marketing Research, 50 (1), 24-43.
Goldfarb, A., and Yang, B. (2009) "Are All Managers Created Equal," Journal of Marketing Research 612-622.