Yunzhijun Yu

PhD Student, Doctor of Philosophy Program - Marketing


Curriculum Vitae: View


Yunzhijun (Yuyu) is a doctoral student in Markeing at the Beedie School of Business. She received her bachelors in Finance, Markeing and Psychology at the University of Colorado, Boulder (with Honours). Prior to pursuing her Ph.D., she worked as a conference manager and a research assistant for Center for Research on Consumer Financial Decision Making at CU-Boulder.

Yuyu’s current research focuses on understanding the effects of psychological ownership. She is also interested in studying people's fantasies in the consumption context.

Research Interests

Consumer Behaviour; Psychological Ownership; Consumer Fantasies; Sensory Marketing