Yanfen (Cindy) You
Associate Professor
Yanfen (Cindy) You is an Associate Professor of Marketing at the Isenberg School of Management, University of Massachusetts Amherst. Her research examines how marketing communication (e.g., service recovery, product information disclosure, and online word-of-mouth) and product design (e.g., color, layout, product architecture, transparency, and sensory stimulation) influence consumer judgment and decision-making. Her work has been published in leading marketing journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. She has received both the Isenberg Research Excellence Award and the Isenberg Teaching Excellence Award. She serves on the Editorial Review Board of the Journal of Business Research and reviews for other leading journals, including the Journal of Marketing Research and the Journal of Consumer Research.
Education
Academic Appointments
Recent Honors / Awards
Research Interests
Teaching Interests
- Consumer behavior
- Advertising Strategy
- Consumer Behavior
Selected Publications
You, Yanfen (Cindy)*, Lili Wang*, Xiaojing Yang*, and Na Wen* (2025), “Alleviating Hedonic Adaptation in Repeat Consumption with Creative Thinking,” Journal of Consumer Psychology.
King, Dan*, Sumitra Auschaitrakul*, and Yanfen (Cindy) You* (2024), “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* (2024), “A Preemptive and Curative Solution to Mitigate Data Breach: Corporate Social Responsibility (CSR) as a Double-Layer of Protection,” 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.