Research output per year
Research output per year
Personal profile
Research interests
Yuan's primary area of research focuses on how consumers’ perception and preference is shaped by the visual marketing information. Her research interests include marketing design, visual information processing, aesthetics, and cultural influence.
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Collaborations and top research areas from the last five years
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Does cuteness enhance luxury brand equity? Exploring the effect of perceived uniqueness
Li, Y. & Eastman, J., 2024, (Accepted/In press) In: Psychology and Marketing.Research output: Contribution to journal › Article › peer-review
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How to mitigate the negative effect of PDB on DIY preference
Li, Y., Ruefenacht, M. & Maas, P., Jul 30 2024, In: Journal of Consumer Marketing. 41, 5, p. 510-523 14 p.Research output: Contribution to journal › Article › peer-review
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As cute as a button: the effect of size on online product cuteness perception
Li, Y. & Eastman, J., Nov 27 2023, In: Journal of Product and Brand Management. 32, 8, p. 1306-1318 13 p.Research output: Contribution to journal › Article › peer-review
4 Scopus citations -
Exploring the Boundary Conditions of the Power Distance Belief on DIY Preference: An Abstract
Li, Y., Rüefenacht, M., Zhang, Y. & Maas, P., 2023, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 377-378 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Contribution to book or proceeding › Chapter › peer-review
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Should a luxury Brand's Chatbot use emoticons? Impact on brand status
Li, Y. & Shin, H., May 1 2023, In: Journal of Consumer Behaviour. 22, 3, p. 569-581 13 p.Research output: Contribution to journal › Article › peer-review
14 Scopus citations