Yuan, Xinyu (May)

Research Interest
Judgment and Decision Making
Preference and Choice
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, 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
  • 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
  • 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

• Teaching Experience
  • Business Negotiation (EMBA), Teaching Assistant, 2023 Fall