![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# YU Tianjiao

 

 

 
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- YU Tianjiao
 
  

 

    ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/52794-yu-tianjiao.jpg?itok=VDMvNkey)YU Tianjiao

 Assistant Professor

  

 <tianjiao.yu@neoma-bs.fr> 

 

 

 

 - About
 - Academic publications
 
  

 

    [Marketing](https://neoma-bs.com/departements/marketing) 

    PhD / Doctorat international in Marketing - Consumer Behavior 

 

Tianjiao (April) YU is an Assistant Professor of Marketing at NEOMA Business School. She received her Ph.D. from Washington University in St Louis. She specializes in consumer behavior and decision making. Her research is about how consumers make financial decisions, disposal decisions, and form judgments of other people. She has published in the Journal of Consumer Research.

 

 ###  Areas of research 



- Financial Decision Making
- Mental Accounting
- Sustainability
- Moral Character Judgement
- Self/Other Difference
 
  

 

##   Recent academic contributions  

 YU, A., S. M. NOWLIS, "Consumers are Less likely to Recycle Sensitive Personal Care Products" in *Association for Consumer Research*, 2024, Paris, France 

 YU, A., Y. JIA, "Fairness in Gifting to Multiple Recipients" in *Association for Consumer Research*, 2024 

 APRIL, T., C. CRYDER, R. A. LEBOEUF, "Refund Psychology", *Journal of Consumer Research*, August 2024, vol. 51, no. 2, pp. 238-255  DOI : [ 10.1093/jcr/ucad067 ](https://dx.doi.org/10.1093/jcr/ucad067)

  

 

 

 

 

##   Publications  

 APRIL, T., C. CRYDER, R. A. LEBOEUF, "Refund Psychology", *Journal of Consumer Research*, August 2024, vol. 51, no. 2, pp. 238-255  DOI : [ 10.1093/jcr/ucad067 ](https://dx.doi.org/10.1093/jcr/ucad067)

  

 

 

 

 

##   Conferences  

 YU, A., S. M. NOWLIS, "Consumers are Less likely to Recycle Sensitive Personal Care Products" in *Association for Consumer Research*, 2024, Paris, France 

 YU, A., Y. JIA, "Fairness in Gifting to Multiple Recipients" in *Association for Consumer Research*, 2024 

 YU, A., S. M. NOWLIS, "Consumers are Less likely to Recycle Sensitive Personal Care Products" in *Association for Consumer Research*, 2023, Seattle, WA., United States 

 YU, A., S. M. NOWLIS, "Consumers are Less likely to Recycle Sensitive Personal Care Products" in *European Association for Consumer Research 2023*, 2023, Amsterdam, Netherlands 

 YU, A., H. MENG, Y. JUN, "Sneaking into a Cinema Without Buying a Ticket: How Metaphor Reduces Piracy" in *Association for Consumer Research 2023*, 2023, Seattle, United States 

 YU, A., C. CRYDER, R. A. LEBOEUF, "Refund Psychology" in *Society of Consumer Psychology*, 2022 

 YU, A., C. CRYDER, S. E. SCOTT, "The Crime of Wanting" in *Society of Consumer Psychology*, 2022 

 YU, A., C. CRYDER, S. E. SCOTT, "The Crime of Wanting" in *Association for Consumer Research*, 2021 

 YU, A., C. CRYDER, R. A. LEBOEUF, "Refund Psychology" in *Society of Judgement and Decision Making*, 2020 

 YU, A., C. CRYDER, R. A. LEBOEUF, "Refund Psychology" in *Association for Consumer Research*, 2020 

 YU, A., C. CRYDER, S. E. SCOTT, "The Purchase versus Own Effect: Purchasing a luxury product signals worse moral character than owning it" in *Association for Consumer Research*, 2019, Seattle, WA., United States