Yuying Shi, Ph.D.

Associate Professor of Marketing

For Yuying Shi, Marketing is all about consumer focus. She views marketing as not just for marketing professionals, but rather for everyone because all of us are in some way consumers. Shi’s research focuses on marketing analytics, which currently has had big data advancement. She explores how all data, at an individual level, can be related to marketing analytics. She knows that this is an area with tremendous potential and can’t wait to discover it!

A Conversation with Dr. Shi

What do you like most about your career?

“My favorite part of this academic career is professional freedom. I particularly enjoy the freedom to explore any research areas that I am passionate about, as well as the freedom to experiment and explore to try something in my classroom. Although not all of my endeavors are successful initially, these pursuits lead to great happiness and fulfillment, and are well worth it.”

Tell us about a project you are working.

“I am currently working with the College of Business Center for Excellence on a project. The project is to recruit potential companies that are interested in developing their business in Commerce, TX. This is a joint project with the Economic Development Corporation (EDC) at Commerce, TX. Several students are also recruited to join us. We hope this research project will be valuable to the development of the City of Commerce.”

Educational Background

• Ph.D., Marketing, University of Florida, 2015
• M.S., Statistics, University of Florida, 2014

Activities and Awards

• Augustine “Chuck” Arize Junior Faculty Award, 2019, TAMUC

Featured Courses

BUSA 501 Intro to Business Analytics
MKT 420 International Marketing
MKT 572 Seminar in Marketing Research

Selected Publications

• Shi, Y. (2019). Is the simple price premium that simple. Review of Marketing Science, 16 (1), 25-47.
• Shi, Y., Lim, J., Weitz, B., & France, S. (2018). The impact of retail format diversification on retailers’ financial performance. Journal of the Academy of Marketing Science, 46, 147-167
• Leite, W., Marilla, S., & Shi, Y. (2010). Attempted validation of the scores of the VARK: Learning styles inventory with multitrait–multimethod confirmatory factor analysis models. Educational and Psychological Measurement, 70 (2), 323-339.
• Shi, Y., Leite, W., & Algina, J. (2010). The impact of omitting the cross-classified factors interaction in cross-classified random effects model. British Journal of Mathematical and Statistical Psychology, 63, 1-15.