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Research

Theoretical

Social Motives and Perception

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Substantive

  • Behavioral Implications of Scarcity

  • Consumer Psychology of Technology (e.g., Artificial Intelligence, Cryptocurrency)

  • News Consumption Behavior

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Publication

  1. Kim, Y., Park, K., Kim, Y., Yang, W. Y., Han, D. & Kim, W. (2020), "The impact of visual art and high affective arousal on heuristic decision-making in consumers," Frontiers in Psychology, 26(11), 1-16.

  2. Vijayakumar, S., Yang, W. Y. & DeFranza, D. (2026), "Lay belief about AI and its decision-making," Frontiers in Computer Science, accepted.​

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Working Papers & Conference Presentation

  1. Yang, W. Yuna; Adaval, Rashmi; Kim, Jeehye Christine, "Preference for intense stimuli"

    1. Presented in a competitive paper session at the Association for Consumer Research (ACR) Annual Conference, Seattle, USA, October 2023​

    2. Presented at the UCD Marketing Camp, Dublin, Ireland, August 2024

    3. Under 2nd round review at the Journal of Consumer Psychology

  2. Vijayakumar, Suhas; Yang, W. Yuna; Adaval, Rashmi, "Portrayals of the creator and demand for their creations"

    1. Presented in a special session at the ACR Annual Conference, Atlanta, USA, October 2019

    2. Presented in the poster session at the Society for Consumer Psychology (SCP) Winter Conference, California, USA, March 2020

    3. Invited for R&R at the Journal of Consumer Psychology

  3. ​Yang, W. Yuna; Vijayakumar, Suhas; Claudy, Marius, "Algorithmic delegation"

    1. Presented at the 16th Annual Irish Conference on Economics and Psychology, Dublin, Ireland, December 2023

    2. Presented at the European Marketing Academy Conference (EMAC), Bucharest, Romania, May 2024

  4. Yang, W. Yuna; Vijayakumar, Suhas; Lu, Huidi, "Cryptocurrency and risk preference"

    1. Presented at the 15th Annual Irish Conference on Economics and Psychology, Dublin, Ireland, December 2022

    2. Presented at the UCD Marketing Camp, Dublin, Ireland, August 2023

    3. Presented at the European Marketing Academy Conference (EMAC), Bucharest, Romania, May 2024

    4. Presented at the Asia Pacific Association for Consumer Research Conference, Bali, Indonesia, July 2024

    5. Presented (an invited talk) at the University of Cincinnati, Ohio, USA, March 2025

  5. Vijayakumar, Suhas; Yang, W. Yuna; Kim, Jeehye Christine; Dubois, David, "Scarcity and information consumption"

    1. Presented at the UCD Marketing Camp, Dublin, Ireland, August 2022

  6. Lu, Huidi; Vijayakumar, Suhas; Li, Tong; Yang, W. Yuna; Ding, Rong, "Regulatory Focus Moderates the Influence of Temperature on Charitable Donations"

    1. Presented at the Society for Consumer Psychology (SCP) Conference, Las Vegas, Nevada, USA, Mar 2025

    2. Presented (an invited talk) at the University of Cincinnati, Ohio, USA, Mar 2025

  7. Meng, Laiyi; Wang, Paul; Lu, Huidi; Yang, W. Yuna; Vijayakumar, Suhas, "Entity-Specific Text Classification with Large Language Models"

    1. Invited for R&R at the China Accounting and Finance Review ​

  8. Vijayakumar; Suhas, Yang, W. Yuna; DeFranza, David, "Lay beliefs about AI"

    1. Presented at the Multidisciplinary Workshop on Cyber-Physical Systems, University of Glasgow, April 2024

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Selected Research in Progress

  1. Yang, W. Yuna; Kim, Jeehye Christine; Adaval, Rashmi, "Extreme attitudinal expression"

    1. Presented in a special session at the ACR Annual Conference, Atlanta, USA, October 2019

  2. Yang, W. Yuna; Adaval, Rashmi; Kim, Jeehye Christine, "Text analysis of scarcity"

  3. Yang, W. Yuna; Ziyang Tang, "News perception"​

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Chaired Symposia

  1. Yang, W. Y. (2019), Understanding more about having less: Consumer response to scarcity, ACR Annual Conference, Atlanta, USA.

  2. Yang, W. Y. (2026), Consumer behavior: Methods and the field / new frontiers, AMA Winter Academic Conference, Madrid, Spain.

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