Elina Tang

Associate Professor

Department

Marketing

Education

• Ph.D., University of Missouri, Marketing (Statistics minor)
• M.S., Tufts University, Molecular Biology and Microbiology
• Graduate Certificate, Harvard University, Administration and Management
• B.S., Wuhan University, Biochemistry

Bio

Elina Tang, Ph.D. is an associate professor of marketing and a faculty member of the Institute for the Study of the Environment, Sustainability and Energy (ESE). She is currently serving on the Adweek Academic Council and the editorial board of the Journal of the Academy of Marketing Science (JAMS), a Financial Times Top 50 (FT-50) journal.

Prof. Tang’s research focuses on sustainability, transformative service research, sales and innovation. Her research was recognized with Best Paper awards in premier marketing journals and the American Marketing Association (AMA) educator’s conference, in the areas of sustainability, market research methods and innovative research approaches. Many prestigious professional organizations such as the AMA, the Academy of Marketing Science (AMS) and the American Statistical Association (ASA) have funded her work. She is also a recipient of multiple service awards.

An award-winning teacher, Prof. Tang has taught digital and social media marketing, marketing analytics, consumer behavior, sales and advertising. She has mentored at the undergraduate, master’s and Ph.D. levels. She brings over a decade of industry research experience to her classroom, as well as consulting experience with AMA, the American Council on Education, Meta (Facebook) and TransUnion, among others.

Prof. Tang’s publications have appeared in three FT-50 journals and other leading journals such as Marketing Science, JAMS, Journal of the American Statistical Association (JASA), European Journal of Marketing, Industrial Marketing Management, Journal of Interactive Marketing, Journal of Services Marketing and Psychology & Marketing, among others. Her work has been featured by Adweek, CBS News, AMA TV and Missourian. A member of Team World Vision, she is a proud Bank of America Chicago Marathon finisher.

Selected Publications

Tang, Elina and Murali Mantrala (2024), Incorporating Direct Customers’ Customer Needs in A Multi-Dimensional B2B Market Segmentation Approach. Industrial Marketing Management, forthcoming.

Tang, Elina, Reto Felix and Christian Hinsch (2024), Ritual and environmental ineffectiveness: How psychological ownership of community drives environmental behavior. Psychology & Marketing, 41 (4), 860-879.

Bunds , Kyle, Yihui (Elina) Tang and Joerg Koenigstorfer (2023), Community building in virtual participation charity sport events, Journal of Marketing Management, 39 (17-18 December), 1738-1764.

Elina Tang and Christopher Blocker (2022), Promoting Social Resilience in Service Communities: A Molecular Biology Perspective, Journal of Services Marketing, 36 (7), 895-907 .

Hinsch, Christian, Elina Tang, Donald Lund (2021). Compulsion and Reactance: Why Do Some Green Consumers Fail to Follow Through with Planned Environmental Behaviors? Psychology & Marketing, 38 (12), 2209-2226. (Special Issue:: Psychological mechanisms enabling the acceptance, adoption, and engagement with Artificial Intelligence technology in marketing)

Huges, M. Courtney*, Elina Tang*, Shupei Yuan (2021). Collaboration Between Public Health and Marketing Experts as a Response to COVID-19. Population Health Management, 24(5), 527-531 (* First two authors equal contribution)

Tang, Elina, Christian Hinsch, Donald Lund and Hunsi Kharouf (2020). Service Gifts, Collective Social Connection and Reciprocity. European Journal of Marketing, 54(10), 2477-2500.

Tang, Elina and Lei Wang (2020), 3 Elements of Your Brand That Can Shine Through in These Harrowing Times: This Will Help Preserve Relationships with Consumers in The Long Run, Adweek, March 16, 2020

Tang, Elina and Detelina Marinova (2020), When Less Is More: The Downside of Customer Knowledge Sharing Within New Product Development Teams, Journal of the Academy of Marketing Science, 48 (2), 288–307

Tang, Elina and Haisu Zhang (2019), Disruption Reaches Healthcare – The Sector Is Being Shaken up by Digital Innovations, (Online version title: Healthcare Is Undergoing a Digital Revolution, Courtesy of Smart Devices), Adweek, October 7, 2019, page 11

Tang, Elina and Chris Hinsch (2018), Going Green to Be Morally Clean: An Examination of Environmental Behavior Amongst Materialistic Consumers, Psychology & Marketing, 35 (11), 845–862

Liu, Qing* and Elina Tang* (2015), Construction of Efficient Heterogeneous Choice Designs: A New Approach, Marketing Science, 34 (3): 346 – 366 (* Equal contribution)

Yang, Min, Stefanie Biedermann and Elina Tang (2013), On Optimal Designs for Nonlinear Models: A General and Efficient Algorithm, Journal of the American Statistical Association, 108 (504), 1411 – 1420

Raman, Kalyan*, Murali K. Mantrala*, Shrihari Sridhar* and Elina Tang* (2012), Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and Costs, Journal of Interactive Marketing, 26 (1), 43 – 52 (* Equal contribution)

Tang, Elina, Shrihari Sridhar, Esther Thorson and Murali Mantrala (2011), The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance, The International Journal on Media Management, 13 (2), 107 – 128

Bond, Edward, Mark Houston and Elina Tang (2008), Starting Up a High-Technology Knowledge Transfer Network: The Practical and Symbolic Roles of Identification, Industrial Marketing Management, 37 (6), 641 – 652