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YU Tianjiao

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

Article

  • 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

Academic conferences

  • 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, 2024, Paris, France
  • 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