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Yunzhijun Yu Ph.D. Marketing (SFU)
Limited Term - Spring & Summer 2023
With a background in consumer psychology, Yunzhijun Yu (Yuyu) ‘s research focuses on psychological ownership, consumer fantasy, and power dynamics in interpersonal relationships. Yuyu has taught various courses at Simon Fraser University and Nottingham Trent University. She also serves on the editorial review board for the Journal of Advertising Research.
Areas of Interest
Yunzhijun (Yuyu)’s research focuses on how individuals develop psychological ownership, or feelings of passiveness, over objects, ideas, and human beings. Aside from this, Yuyu also conducts research in the domains of advertising, social media, and sustainability.