Academic & Professional Qualification
- Ph.D. in Marketing, University of Chicago Booth School of Business, 2025
- M.B.A., University of Chicago Booth School of Business, 2025
- M.A. in Social Sciences, University of Chicago, 2018
- B.A. in Psychology with Honors, Cum Laude, Northwestern University, 2017
Biography
Professor Jiaqi Yu is an Assistant Professor of Marketing at Business School of The University of Hong Kong. Yu mainly studies how consumers interpret and respond to marketing signals and cues. She also studies how social contexts, culture, and identity influences consumer decisions.
Research Interest
- Inferences and Heuristics
- Framing
- Numerical Information Processing
Selected Publications
- Yu, Jiaqi, and Shereen J. Chaudhry (2024), “‘Thanks, but No Thanks’: Gratitude Expression Paradoxically Signals Distance,” Journal of Personality and Social Psychology, 126(1), 58–78.
- Chen, Stephanie, Oleg Urminsky, and Jiaqi Yu (2024), “We Do What We Are: Representation of the Self-Concept and Identity-Based Choice,” Journal of Consumer Research, 51(2), 298-320.
Awards and Honours
- AMA-Sheth Foundation Doctoral Fellow, 2024