Faculty Members

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Prof. Yunhui HUANG 

Assistant Professor
Marketing Discipline
Department of Management, Marketing and Information Systems

yunhuihuang@hkbu.edu.hk
3411 8091
WLB510
https://orcid.org/0000-0001-9049-7361
Yunhui HUANG public CV
View Scopus Profile

Dr. Yunhui Huang is an Assistant Professor of Marketing at the Business School of Hong Kong Baptist University. Dr. Huang received her Ph.D. in Marketing from Hong Kong University of Science and Technology in 2019. Before joining HKBU, Dr. Huang was an Assistant Professor of Marketing at Fisher College of Business, The Ohio State University. Dr. Huang has published in top-tier marketing journals such as Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing, etc. Her research interests include evolutionary psychology, price promotions, fashion, and entertainment products (e.g., movies), etc.  

  • Disease Threats
  • Affect and Emotions
  • Power
  • Social Crowding
  • Fashion
  • Price Promotions
  • Entertainment Products

Strategic Digital Marketing, Marketing Management, Promotions and Advertising. 

PhD in Marketing, Hong Kong Univeristy of Science and Technology, 2019.

BS in Management Science, Sichuan University, 2010.

Fast Fashion Consumption Signals Low Self-Control

Huang, Y., Zhang, K., Deng, X. & Zhang, Q.,Apr 2026,In:Journal of Consumer Research.52,6,p. 1253-127321 p.
Research output : Contribution to journal › Journal article › peer-review

The ‘Wishful Effort’ effect: Exerting Unrelated Effort When Pursuing a Desirable Outcome

Huang, Y.& Deng, X.,7 Mar 2024.
Research output : Contribution to conference › Conference paper › peer-review

Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products

Jia, H.,Huang, Y., Zhang, Q., Shi, Z. & Zhang, K.,Apr 2024,In:Journal of Consumer Research.50,6,p. 1097–111620 p.
Research output : Contribution to journal › Journal article › peer-review

Upgrade when COVID-19 is in Town: Product Upgrading as a Response to Disease Concerns

Zhang, Y. &Huang, Y.,Mar 2024.
Research output : Contribution to conference › Conference paper › peer-review

Minimally Indulgent: How Consumer Minimalism Signals High Self-Control

Flout, S., Deng, X. &Huang, Y.,3 Mar 2023.
Research output : Contribution to conference › Conference paper › peer-review

The Impact of Political Ideology on Attitudes toward Customer Reviews: When and Why Conservatives don’t Listen to and Act on Other Customers Reviews (Extended Abstract)

Huang, Y., Kim, J. C. & Dubios, D.,8 Oct 2021,The 52nd Annual Conference of the Association for Consumer Research (ACR), proceedings.Bradford, T. W., Keinan, A. & Thomson, M. (eds.).Association for Consumer Research,p. 816-8172 p.(Advances in Consumer Research; vol. 49).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Stockpiling Goods as Indicators of Anxiety and Loneliness: Hoarding Behavior in Times of Crisis (Extended Abstract)

Huang, Y., Vohs, K., Malkoc, S. & Goodman, J.,8 Oct 2021,The 52nd Annual Conference of the Association for Consumer Research (ACR), proceedings.Bradford, E. T. W., Keinan, A. & Thomson, M. (eds.).Association for Consumer Research,p. 529-5302 p.(Advances in Consumer Research; vol. 49).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Upgrade when COVID-19 is in Town: Product Upgrading as a Response to Disease Concerns (Extended Abstract)

Huang, Y.& Zhang, Y.,8 Oct 2021,The 52nd Annual Conference of the Association for Consumer Research (ACR), proceedings.Bradford, E. T. W., Keinan, A. & Thomson, M. (eds.).Association for Consumer Research,p. 233-2342 p.(Advances in Consumer Research; vol. 49).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Judging a Book by Its Cover: Fashion Consumption Signals Lower Self-Control

Huang, Y., Zhang, K. & Deng, X.,4 Mar 2021.
Research output : Contribution to conference › Conference paper › peer-review

Who Gets the Ventilator? Moral Decision Making Regarding Medical Resource Allocation in a Pandemic

Jin, L.,Huang, Y., Liang, Y. & Zhang, Q.,Jan 2021,In:Journal of the Association for Consumer Research.6,1,p. 159-1679 p.
Research output : Contribution to journal › Journal article › peer-review

The Influence of Disease Cues on Preference for Typical versus Atypical Products

Huang, Y.& Sengupta, J.,Oct 2020,In:Journal of Consumer Research.47,3,p. 393-41119 p.
Research output : Contribution to journal › Journal article › peer-review

Tourists and Air Pollution: How and Why Air Pollution Magnifies Tourists’ Suspicion of Service Providers

Zhang, K., Hou, Y., Li, G. &Huang, Y.,Apr 2020,In:Journal of Travel Research.59,4,p. 661–67313 p.
Research output : Contribution to journal › Journal article › peer-review

How Power States Influence the Persuasiveness of Top-Dog versus Underdog Appeals

Jin, L. &Huang, Y.,Apr 2019,In:Journal of Consumer Psychology.29,2,p. 243-26119 p.
Research output : Contribution to journal › Journal article › peer-review

When does a Service Guarantee Work? The Roles of the Popularity of Service Guarantees and Firm Reputation

Jin, L.,Huang, Y.& He, Y.,Dec 2016,In:Tourism Management.57,p. 272-28514 p.
Research output : Contribution to journal › Journal article › peer-review

The Different Effects of Benign Versus Malicious Envy on Self-Control

Huang, Y.& Sengupta, J.,Oct 2016,Association for Consumer Research 2016 Conference Proceedings.Moreau, P. & Puntoni, S. (eds.). Duluth:Association for Consumer Research,p. 221-2222 p.(Advances in Consumer Research; vol. 44).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Impact of Power on Reliance on Feelings versus Reasons in Decision Making (Extended abstract)

Huang, Y., Chang, H. & Hong, J.,Oct 2016,Proceedings of Advances in Consumer Research, ACR 2016.Moreau, P. & Puntoni, S. (eds.).Association for Consumer Research,p. 490-4923 p.(Advances in Consumer Research; vol. 44).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programs

Jin, L. &Huang, Y.,Mar 2014,In:International Journal of Research in Marketing.31,1,p. 107-11610 p.
Research output : Contribution to journal › Journal article › peer-review