Yunzhijun Yu
Ph.D. Marketing (SFU)
Limited Term - Spring & Summer 2024
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.
Courses taught
- PSYC 1100: Introduction to Psychology - Basic Processes
- PSYC 2400: Experimental Psychology - Research Methodology
- PSYC 2330: Social Psychology
- PSYC 3210: Attitudes and Persuasion
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.
Scholarly Work
- Treen, E., & Yu, Y. (2022). Empathy and EGO-drive in the B2B salesforce: Impacts on job satisfaction. Industrial Marketing Management, 106, 270-278.
- Yu, Y., Gomez-Borquez, C. L., Zaichkowsky, J. (2023). Mitigating trendy cheap fast fashion’s negative impact. Journal of Sustainable Marketing, 1-21.
- Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 1-22.
- Treen, E., & Yu, Y. (2022). Empathy and EGO-drive in the B2B salesforce: Impacts on job satisfaction. Industrial Marketing Management, 106, 270-278.