YU Tianjiao
PhD / Doctorat international in Marketing - Consumer Behavior
PhD / Doctorat international in Marketing - Consumer Behavior
Tianjiao (April) YU is an Assistant Professor of Marketing at NEOMA Business School. She received her Ph.D. from Washington University in St Louis. She specializes in consumer behavior and decision making. Her research is about how consumers make financial decisions, disposal decisions, and form judgments of other people. She has published in the Journal of Consumer Research.
Areas of research
- Financial Decision Making
- Mental Accounting
- Sustainability
- Moral Character Judgement
- Self/Other Difference
Recent academic contributions
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APRIL, T., C. CRYDER, R. A. LEBOEUF, "Refund Psychology", Journal of Consumer Research, August 2024, vol. 51, no. 2, pp. 238-255
DOI : 10.1093/jcr/ucad067
Article
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APRIL, T., C. CRYDER, R. A. LEBOEUF, "Refund Psychology", Journal of Consumer Research, August 2024, vol. 51, no. 2, pp. 238-255
DOI : 10.1093/jcr/ucad067