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Diplomas / Degrees

Ph.D. in Marketing, Virginia Tech (2004)
BS., Tsinghua University, China (1996)

Recent Courses

Advertising Management
Independent Study In Management Marketing Independent Study
Independent Study In Marketing
Marketing
Marketing Management
S/T: International Marketing In China

Teaching Specializations / Interests

Marketing Management
Advertising

Research Interests

Pricing
Advertising
Branding
Marketing Strategy
Market Channel Management
Emotional Intelligence
Cross Culture Marketing

Other Scholarly / Artistic Work

Lambe, Jay, Robert E. Morgan, Shibin Sheng, and Gopal Kutwaroo (forthcoming), “Explaining Success in New Product Development Alliances: Distinguishing between Exploration and Exploitation Strategy and the Moderating Role of Formalization,” Journal of Business to Business Marketing.

Sheng, Shibin, Yeqing Bao, and Yue Pan (2007), “Partitioning or Bundling? Perceived Fairness of the Surcharge Makes a Difference,” Psychology & Marketing, Vol. 24(12)

Pan, Yue, George M. Zinkhan, and Shibin Sheng (2007), “The Subjective Well-Being of Nations: A Role for Marketing?” Journal of Macromarketing, 27 (4), 360-69.

Bao, Yeqing, Edward F. Fern, and Shibin Sheng (2007), "Parental Style and Adolescent's Influence in Family Consumption Decisions," Journal of Business Research, Jul 2007. Vol. 60, Iss. 7.

Sheng, Shibin, Andrew M. Parker, and Kent Nakamoto (2007), “The Effects of Price Discount and Product Complementarity on Consumer Evaluations of Bundle Components,” Journal of Marketing Theory and Practice, Vol 15 (1).

Sheng, Shibin (2006), “Mixed-Joint or Mixed-Leader Bundle? The Framing Effects of Price Discount on Bundle Evaluations,” Marketing Management Journal, Vol 16 (2).

Sheng, Shibin, James R. Brown, Carolyn Nicholson, and Laura Poppo (2006), "Do Exchange Hazards always Foster Relational Governance? An Empirical Test of the Role of Communication," International Journal of Research in Marketing, Vol. 23, No. 1.

Sheng, Shibin, James R. Brown, and Carolyn Nicholson (2005), “The Mediating Role of Communication in Interorganizational Channels,” Journal of Marketing Channels, Vol. 13, Iss. 2.

Sheng, Shibin, Andrew M. Parker, and Kent Nakamoto (2005), "Understanding the Mechanism and Determinants of Compromise Effects," Psychology & Marketing, Vol. 22 (7).

Professional Activities

Sheng, Shibin (2007), “Harmonize Controversies about the Framing Effects of Bundling Pricing,” Proceedings of 2007 Decision Science Institute Miniconference on Service Science, Pittsburgh, PA.

Sheng, Shibin, Yeqing Bao, and Yue Pan (2006), “Partitioning or Bundling: An Investigation of the Boundary Condition,” 2006 Society of Consumer Psychology Annual Conference, Miami, FL, Feb. 9-Feb. 12, 2006.

Sheng, Shibin, James R. Brown, and Carolyn Nicholson (2005), “Channel Bureaucratic Structure and Boundary Interpersonal Trust,” 2005 AMA Summer Marketing Educators' Conference, San Francisco, CA, July 29-August 1, 2005

Sheng, Shibin, James R. Brown, Carolyn Nicolson, and Laura Poppo (2003), "Exchange Hazards and Relational Governance in Marketing Channels: An Empirical Test of the Moderating Role of Communication," AMA 2003 Winder Educators' conference, Orlando, FL.

Sheng, Shibin, Andrew M. Parker, and Kent Nakamoto (2002), "Decision Uncertainty, Expected-Loss Minimization and the Compromise Effect" ACR 2002 Conference, Atlanta, GA.