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, "More Charitable When Colder, But Conditions Apply: Regulatory Focus Moderates Temperature’s Influence on Charitable Donations," scheduled to be 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.
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Yang, W. Yuna, Vijayakumar, Suhas, ​Kim, Jeehye Christine, & Dubois, David, "Effects of Resource Scarcity on Information Sharing," presented at the Association for Consumer Research (ACR) Conference, Washington DC, USA, October 2025.
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Vijayakumar, Suhas, Yang, W. Yuna, & DeFranza, David, "Lay Beliefs about AI," presented at the NSF AI Institute for Societal Decision Making (NSF AI-SDM) Workshop on Human-AI Complementarity for Decision Making, Carnegie Mellon University, USA, September 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 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, March 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, March 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, February 2025.