YU
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.
APRIL, T., C. CRYDER, R. A. LEBOEUF, "Refund Psychology", Journal of Consumer Research, August 2024, vol. 51, no. 2, pp. 238-255
10.1093/jcr/ucad067
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
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