Educational Background
Doctor Degree,Marketing Science,The University of Hong Kong, HK
Master Degree,Psychology,Peking University
Bachelor Degree,Economics,Nanjing Forestry University
Awards on Research
2024.11,“2024年JMS中国营销科学学术年会暨博士生论坛”博士生论坛优秀论文提名奖,《营销科学学报》编辑部
2024.03,第九届高等学校科学研究优秀成果奖（人文社会科学）,青年成果奖,中华人民共和国教育部
2023.11,The Outstanding Paper Award for the Doctoral Student Forum at the 2023 JMS China Marketing Science Academic Annual Meeting and Doctoral Student Forum,Second Prize,Editorial Board of Journal of Marketing Science
2023.07,'Gan Biqun' Outstanding PhD Thesis Award in the Doctoral Consortium at the 2023 Annual Academic Conference of the Chinese Marketing Association of Universities (CMAU),First Prize,Chinese Marketing Association of Universities (CMAU)
2022.09,HKU Foundation Award for Outstanding Research Postgraduate Students (2020-21),The University of Hong Kong
2020.12,FBE PhD Research Progress Award,HKU Business School
Title of Honour
2020.02,2020 AMA-Sheth Foundation Doctoral Consortium Fellow,Indiana University, USA
Journal Papers
| 1. | Yunlu Yin, Zhengyu Shen, Bingjie Deng, and Qian Xu. 2025. Mirroring a “mechanical mind”: Robot presence promotes utilitarian motives in distributive justice judgments. Journal of Business Ethics forthcoming 1-18.  |
| 2. | Yiqi Yu, Zhengyu Shen, Yunlu Yin, and Yi Su. 2025. Identity multiplicity signaling fosters interpersonal trust. Psychology & Marketing 42(9) 2231–2242. |
| 3. | Zhengyu Shen, Yunxuan Hu, and Yunlu Yin. 2025. Algorithm-generated identity labeling promotes identity-consistent product preferences. Psychology & Marketing 42(6) 1667-1679. |
| 4. | Zheng Zhu, Xingwen Chen, Russell E. Johnson, Mengxi Yang, Yiwei Yuan, Yunlu Yin, and Jun Liu. 2025. A tale of two narratives: The role of event disruption in employee affective and behavioral reactions to authoritarian leadership. Journal of Applied Psychology forthcoming 671–696. |
| 5. | Yunlu Yin, Ruoou Li, and Yi Su. 2025. The effect of gender-neutral marketing on consumer attribute preference. Journal of Marketing Research forthcoming 1-74. |
| 6. | Yongheng Liang, Yunlu Yin, and Qian Xu. 2024. Decoding consumer resistance to near-expired products: The role of social stereotyping. Journal of Retailing forthcoming 618-634. |
| 7. | Yunlu Yin and Zhongqiang (Tak) Huang. 2022. Social-jetlagged consumers and decreased conspicuous consumption. Journal of Consumer Research 49(4) 616–633. |
| 8. | Yunlu Yin, Jayson S. Jia, and Wanyi Zheng. 2021. The effect of slow motion video on consumer inference. Journal of Marketing Research 58(5) 1007-1024. |
| 9. | Sizhi Ai, Yunlu Yin, Yu Chen, Cong Wang, Yan Sun, Xiangdong Tang, Lin Lu, Lusha Zhu, and Jie Shi. 2018. Promoting subjective preferences in simple economic choices during nap. Elife 7 1-21. |
| 10. | Yunlu Yin, Hongbo Yu, Zhongbin Su, Yuan Zhang, and Xiaolin Zhou. 2017. Lateral prefrontal/orbitofrontal cortex has different roles in norm compliance in gain and loss domains: a transcranial direct current stimulation study. European Journal of Neuroscience 46(5) 2088-2095. |
| 11. | Jie Hu, Yue Li, Yunlu Yin , Philip R Blue, Hongbo Yu, and Xiaolin Zhou. 2017. How do self-interest and other-need interact in the brain to determine altruistic behavior?. Neuroimage 157 598-611. |
| 12. | Bo Shen, Yunlu Yin, Jiashu Wang, Xiaolin Zhou, Samuel M. McClure, and Jian Li. 2016. High-definition tDCS alters impulsivity in a baseline-dependent manner. Neuroimage 143 343-352. |
| 13. | Yuan Zhang, Hongbo Yu, Yunlu Yin, and Xiaolin Zhou. 2016. Intention modulates the effect of punishment threat in norm enforcement via the lateral orbitofrontal cortex. Journal of Neuroscience 36(35) 9217-9226. |
| 14. | Hongbo Yu, Bo Shen, Yunlu Yin, Philip R. Blue, and Luke J. Chang. 2015. Dissociating guilt- and inequity-aversion in cooperation and norm compliance. Journal of Neuroscience 35(24) 8973-8975. |
Research Projects
2026.01—2029.12, Principal Investigator, 包容性营销影响消费者感知与决策：机制、边界条件及营销启示, 国家自然科学基金面上项目
2025.01—2029.12, Member, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
2024.01—2027.12, Member, The Dynamic Influence of Consumer Motivational Factors on the Sustainable Consumption Journey, National Natural Science Foundation of China
2023.01—2025.12, Principal Investigator, The Effect of Social Jetlag on Consumer Preference: A Psycho-physiological Interaction Perspective, National Natural Science Foundation of China
Academic Posts
2025.09—,IBDS Fellow,Institute of Behavioural and Decision Science, The University of Hong Kong
2025.04—,Associate Editor,Journal of Business Research
2024.06—,Editorial Board Member,Humanities & Social Sciences Communications
2021.10—,Review Editor,Frontiers in Psychology (Personality and Social Psychology)
Case
Yunlu Yin, Ke Ren, Zhenmeat: How to stay on the consumers'' table?, , 2024
Yunlu Yin，Yi Su，Liyin Jin, Seventeen years of Wugudaochang, , 2022
Yunlu Yin，Yi Su，Liyin Jin, Winning ROI Awards: Why Oreo?, , 2021
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