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
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.
