Yuan, Xinyu (May)
PhD student, Year 5
Contact
Department of Marketing
x.yuan@link.cuhk.edu.hk
Research Interest
Judgment and Decision Making
Preference and Choice
Social Media Marketing
Word-of-Mouth Communication
- Publications & Working Papers
- May Yuan and Leilei Gao, “The Curse of Preference,” Working Paper.
- May Yuan, Leilei Gao, and Michael Zhang, “Unveiling Rating Discrepancy,” Working paper.
- May Yuan and Sungjin Jung, “Creative Product Usage”, Working Paper.
- May Yuan, Xianchi Dai, and Junyun Liao, “The Dark Side of Information,” Working paper.
- Tao Lu, May Yuan, Chong Wang, and Michael (Xiaoquan) Zhang, “Histogram Distortion Bias in Consumer Choices,” Management Science 68, No. 12 (2022): 8963-8978.
- Zoey Chen and May Yuan, “Psychology of Word of Mouth Marketing,” Current Opinion in Psychology 31 (2020): 7-10.
- Conference Presentations
- Asia-Pacific Marketing Academy Conference 2025, Shenzhen, China. “Unveiling Rating Discrepancy”
- JMS Conference, 2024, Shanghai, China. “The Dark Side of Information”
- Association of Consumer Research 2024, Paris, France. “Unveiling Rating Discrepancy”
- The European Marketing Academy (EMAC) Conference 2024, Bucharest, Romania. “The Curse of Preference”
- Association of Consumer Research 2023, Seattle, United States. “The Curse of Preference”
- European Association of Consumer Research 2023, Amsterdam, Netherlands. “The Curse of Preference”
- Asia-Pacific Marketing Academy Conference 2023, Guangzhou, China. “The Curse of Preference”
- Awards & Honors
- AMA-Sheth Foundation Doctoral Consortium Fellow, 2025
- Competitive Graduate Student Research Grant, CUHK Business School, 2023 – 2025
- Postgraduate Research Output Award Gold Prize, CUHK Business School, 2023 – 2024
- Hong Kong PhD Fellowship Scheme, HKSAR, 2021 – 2024
- CUHK Vice-Chancellor’s Scholarship, CUHK, 2021 – 2024
- Scholarship Scheme for Continuing Undergraduate, HKSAR, 2014 – 2017
- Dean’s List, HKUST, 2013 – 2017
- HKSAR Reaching Out Award, HKSAR, 2014 – 2015
- Teaching Experience
- Marketing Research (UG), Tutorial Instructor, 2024 Fall
- Brand Management (EMBA), Teaching Assistant, 2025 Spring
- Business Negotiation (EMBA), Teaching Assistant, 2023 Fall