Beichen Liang

The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation

Beichen Liang, Beichen Liang, 2021 .

Is the future static or dynamic? The role of culture on escalation of commitment in new product development

Sudhir H. Kale, Joseph Cherian, Beichen Liang, 2014 .

Cross-Cultural Differences in the Effects of Abstract and Concrete Thinking on Imagery Generation and Ad Persuasion

Joseph Cherian, Beichen Liang, Joseph Cherian, 2010 .