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Yanfen (Cindy) You

Assistant Professor

Marketing

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

Marketplace interactions and communication strategies
Role of innovative technologies in consumer decision-making
Impacts of contextual cues on consumer preferences

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.

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.