Behavioral Marketing PhD Student Jiaqi Yu
Education
MA, Social Sciences, University of Chicago
BA, Psychology (Honors), Northwestern University
Background
Jiaqi Yu is a PhD candidate in the Marketing program (Behavioral) at the Booth School of Business. Prior to the PhD program, she earned her M.A. degree in Social Sciences from the University of Chicago and her B.A. degree with Honors in Psychology from Northwestern University.
Jiaqi is on the 2024-2025 academic job market. She is the AMA-Sheth Doctoral Fellow of Chicago Booth in 2024.
Research Interests
Jiaqi is mainly interested in how consumers interpret and respond to cues and signals.
Selected Publications & Presentations
Yu, J., & Urminsky, O. “Outward vs. Inward Thinking Shifts the Heuristics Used: How Reframing Prevalence Impacts Consumers' Magnitude Judgments and Choices.” SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4860183
Yu, J., & Urminsky, O. “A Mere Presence Effect of Asymmetric Information: Consumers Rely on Attribute Presence but Ignore Magnitude.” SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4860220
Yu, J., & Chaudhry, S. J. (2024). “Thanks, but no thanks”: Gratitude expression paradoxically signals distance. Journal of Personality and Social Psychology, 126(1), 58–78.
Chen, S. Y., Urminsky, O., & Yu, J. (2023). We Do What We Are: Representation of the Self-Concept and Identity-Based Choice. Journal of Consumer Research. In Press.