Bsc 
Data Science and Business Value 
Marketing Simulation 
Msc 
Consumer Behavior (English) 
PhD 
Management Research Methods - Experimental Design and ANOVA

JOURNAL ARTICLES 
YE Sheng. 2022. How does the theoretical structure of values inform perceptions of the values of others?. Personality and Individual Differences. 
YE Sheng. 2022. The effect of similarity between owner’s values and their perceptions of their pet’s values on life satisfaction. Frontiers in Psychology. 
YE Sheng*. 2021. What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality. Journal of Advertising. 
Felix Septianto, YE Sheng*, Gavin Northey. 2020. The effectiveness of advertising images in promoting experiential offerings: An emotional response approach. Journal of Business Research, 2020(9): 1-9. 
YE Sheng, Julie A. Lee, Joanne N. Sneddon, Geoffrey N. Soutar. 2019. Personifying Destinations: A Personal Values Approach. Journal of Travel Research, (10): 1-17. 
INDUSTRY/RESEARCH PROJECTS 
Mechanisms for the formation of tourist-perceived destination brand values and their impact on destination assessment, National Natural Science Foundation of China, 2022 
Advertising and Online Reviews The Impact of Big Data on City Branding Values Shaping and Evaluation, Shanghai Philosophy and Social Science Planning Project, 2021