Yin Yunlu

Associate Professor

Marketing

Add: Guoshun Road Siyuan Building Room 611, Siyuan Building

Tel: 25011209(TEL)

E-mail: yinyunlu@fudan.edu.cn

Research Field: Consumer Behavior, Digital Marketing, Visual Marketing, Decision Neuroscience

Website:

Teacher information

Achievements in scientific research

Academic activities and community service

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

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