Yanfen (Cindy) You
Recent Honors / Awards
- Consumer behavior
- Advertising Strategy
You, Yanfen, Jingjing Pan, Xiaojing Yang, and Xianzhen Fei (2021), “From Functional Efficiency to Temporal Efficiency: Multifunctional Products Increase Consumer Impatience,” Journal of Consumer Psychology.
Wang, Lili, Xiao Su, and Yanfen You (2021), “Purchasing Luck: The Impact of Scarcity Cues on Superstitious Behavior,” Journal of Consumer Behaviour.
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.
Fei, Xianzheng*, YanfenYou* (equal authorship, 2020), and Xiaojing Yang, “‘We’ Are Different: Exploring the Diverse Effects of Friend and Family Accessibility on Consumers’ Product Preferences,” Journal of Consumer Psychology.
Wang, Lili, Yanfen You and Jun-min Yang (2020), “Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility,” International Journal of Research in Marketing.