Academic Appointments

  • Assistant Professor, Marketing

2023-24 Courses

All Publications

  • When the one true faith trumps all: Low religious diversity, religious intolerance, and science denial. PNAS nexus Ding, Y., Johar, G. V., Morris, M. W. 2024; 3 (4): pgae144


    Past theories have linked science denial to religiosity but have not explained its geographic variability. We hypothesize that it springs not only from religious intensity but also from religious intolerance, which depends greatly on the experience of religious diversity and hence on geography. The belief that one's religion trumps other faiths precipitates the stance that it trumps science too. This psychological process is most likely to operate in regions or countries with low religious heterogeneity. We measure the rejection of science not only in people's refusal to follow specific health recommendations, such as taking COVID-19 vaccines, but also in general measures of scientific engagement and attainment. We rule out alternative explanations, including reverse causality and spurious correlations, by conducting controlled experiments and running robustness checks on our statistical models.

    View details for DOI 10.1093/pnasnexus/pgae144

    View details for PubMedID 38689708

    View details for PubMedCentralID PMC11060101

  • Between brand attacks and broader narratives: How direct and indirect misinformation erode consumer trust. Current opinion in psychology Di Domenico, G., Ding, Y. 2023; 54: 101716


    Misinformation can take various forms, from political propaganda and health-related fake news to conspiracy theories. This review investigates the consequences of both direct and indirect misinformation for brands and consumers. We review the marketing literature focused on the consequences of misinformation spread and propose a framework that acknowledges the relationship between brands and consumers in a misinformation environment. We argue that the primary consequence of misinformation is the erosion of trust among the various actors in the marketplace. Additionally, we highlight that a comprehensive understanding of the consequences of misinformation should also consider the effects of indirect misinformation on the marketplace.

    View details for DOI 10.1016/j.copsyc.2023.101716

    View details for PubMedID 37952396

  • I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties JOURNAL OF CONSUMER RESEARCH Chung, J., Ding, Y., Kalra, A. 2023