Yanfen (Cindy) You : Isenberg School of Management : UMass Amherst

Education

Ph.D. Marketing, University of Wisconsin-Milwaukee, 2018

M.S. Marketing, Zhongnan University of Economics and Law, 2012

B.S. Marketing, Zhongnan University of Economics and Law, 2009

Academic Appointments

Assistant Professor of Marketing, University of Massachusetts Amherst, 2021 - Present

Assistant Professor of Marketing, New Mexico State University, 2018-2021

Recent Honors / Awards

AMA/Marketing Science Institute/H. Paul Root Award Finalist, 2020

Research Interests

Marketing communication

Product design

Communication and design with digital formats and new technologies

Teaching Interests

General

Consumer behavior
Advertising Strategy

Selected Publications

King, Dan*, Sumitra Auschaitrakul*, and Yanfen You* (equal authorship, forthcoming), “Felt Something, Hence It Works: Merely Adding a Sensory Signal to a Product Improves Objective Measures of Product Efficacy and Product Evaluations,” Journal of the Academy of Marketing Science.

Zhu, John JianJun*, Ling Tuo*, Yanfen You*, Qiang Fei*, and Matthew Thomson* (equal authorship, 2024), “A Preemptive and Curative Solution to Mitigate Data Breach: The Double-Layer Protection From Corporate Social Responsibility (CSR),” Journal of Marketing Research.

You, Yanfen, Xiaojing Yang, Lili Wang, and Xiaoyan Deng (2020), “When and Why Saying ‘Thank You’ Is Better Than Saying ‘Sorry’ in Redressing Service Failures: The Role of Self-esteem,” Journal of Marketing.

AMA/Marketing Science Institute/H. Paul Root Award Finalist.