Yuna Yang
W. Yuna Yang, PhD
Assistant Professor of Marketing
University College Dublin
About
I am an Assistant Professor of Marketing at the University College Dublin (UCD). I am also a Co-Director and Lab Manager of UCD Behavioral Research Lab. My research interests are two-fold. The first is identifying the psychological and behavioral implications of experiencing a lack of valued resources such as money, and the second is understanding how novel technology such as Artificial Intelligence (AI) and cryptocurrency impacts consumer decision-making.
Education
PhD, Marketing, School of Business, Hong Kong University of Science and Technology
MPhil, Marketing, School of Business, Hong Kong University of Science and Technology
MSc, Marketing, School of Business, Seoul National University
BBA, Sungkyunkwan University
Research Activities
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Lu, Huidi, Vijayakumar, Suhas, Li, Tong, Yang, W. Yuna, & Ding, Rong, "More Charitable When Colder, But Conditions Apply: Regulatory Focus Moderates Temperature’s Influence on Charitable Donations," scheduled to be presented at the AMS World Marketing Congress (AMSWMC), Dijon, France, July 2025.
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Yang, W. Yuna, Vijayakumar, Suhas, & Lu, Huidi, "Cryptocurrency and Risk Preference," presented at the University of Cincinnati, Ohio, USA, Mar 2025.
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Lu, Huidi, Vijayakumar, Suhas, Li, Tong, Yang, W. Yuna, & Ding, Rong, "More Charitable When Colder, But Conditions Apply: Regulatory Focus Moderates Temperature’s Influence on Charitable Donations," presented at the University of Cincinnati, Ohio, USA, Mar 2025.
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Lu, Huidi, Vijayakumar, Suhas, Li, Tong, Yang, W. Yuna, & Ding, Rong, "Regulatory Focus Moderates Temperature’s Influence on Charitable Donations: Field and Lab Evidence," presented at the Society for Consumer Psychology (SCP) Conference, Las Vegas, USA, Feb 2025.
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Yang, W. Yuna, Adaval, Rashmi, & Kim, Jeehye Christine, "Preference for Intense Stimuli," presented at the UCD Marketing Camp, Dublin, Ireland, August 2024.
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Yang, W. Yuna, Vijayakumar, Suhas, & Lu, Huidi, "Cryptocurrency and Risk Preference," presented at the Asia Pacific Association for Consumer Research (APACR) Conference, Bali, Indonesia, July 2024.
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Yang, W. Yuna, Vijayakumar, Suhas, & Claudy, Marius, "Algorithmic Delegation," presented at the European Marketing Academy Conference (EMAC), Bucharest, Romania, May 2024.
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Yang, W. Yuna, Vijayakumar, Suhas, & Lu, Huidi, "Cryptocurrency and Risk Preference," presented at the European Marketing Academy Conference (EMAC), Bucharest, Romania, May 2024.
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Vijayakumar, Suhas, Yang, W. Yuna, & DeFranza, David, "Lay Beliefs about AI," presented at the Multidisciplinary Workshop on Cyber-Physical Systems, University of Glasgow, April 2024.