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
Recent and Upcoming Research Activities
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Lu, Huidi, Vijayakumar, Suhas, Li, Tong, Yang, W. Yuna, & Ding, Rong, "The Joint Influence of Regulatory Focus and Physical Temperature on Charitable Giving," scheduled to be presented at the Asia-Pacific ACR Mumbai Conference, Mumbai, India, January 2027.
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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 Climate, Weather, and Geopolitical Risk: International Financial Spillovers, Systematic Risk and Policy Responses workshop at UCD, Ireland, November 2026.
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Yang, W. Yuna, Vijayakumar, Suhas, & Claudy, Marius, "Delegating to AI and the Role of Social Evaluative Concerns," scheduled to be presented at the NSF AI-SDM Human-AI Complementarity Workshop, Pittsburgh, USA, September 2026.
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Vijayakumar, Suhas, Yang, W. Yuna, & Adaval, Rashmi, "Portrayals of the Creator and Demand for Their Creations," presented at the UCD Marketing Camp, Ireland, August 2026.
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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 EMAC Spring Conference, Bath, UK, June 2026.
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Yang, W. Yuna, Vijayakumar, Suhas, & Lu, Huidi, "Cryptocurrency and Risk Preference," presented at the American Marketing Association (AMA) Winter Conference, Madrid, Spain, February 2026.
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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 American Marketing Association (AMA) Winter Conference, Madrid, Spain, February 2026.