YUECHEN WU

School of Marketing & International Business
Ast Prof

342 BUSINESS BUILDING
STILLWATER, OK 74078
Phone: 405-744-8613

yuechen.wu@okstate.edu

Education

• Other, Johns Hopkins University, Marketing, 2021
• Ph D, University of Maryland, Marketing, 2019
• MA, University of Michigan - Ann Arbor, Applied economics, 2013
• BA, Nankai University, Economics, 2011

Publications

• Yuechen Wu and Rebecca K. Ratner. "The Influential Solo Consumer: When Engaging in Activities Alone (vs. Accompanied) Increases the Impact of Recommendations". Journal of Marketing Research (Forthcoming).
• Yuechen Wu, Jared Watson, and Ali Faraji-Rad. "Who Will I Be With(out) You? Consequences of Perceived Romantic Relationship Status Stability on Product Rentals". Journal of Marketing Research (Forthcoming).
• Yuechen Wu, Ruijuan Wang, Huizhen Jin, and Meng Zhu. (2023). "Providing assets in the sharing economy: Low childhood socioeconomic status as a barrier". International Journal of Research in Marketing. (40), 3, 534-551.
• Yangjie Gu and Yuechen Wu. (2023). "Highlighting Supply-Abundance Increases Attraction to Small-Assortment Retailers". Journal of Retailing. (99), 3, 420-439.
• Rebecca K. Ratner, Nicole Y. Kim, and Yuechen Wu. (2023). "When Is Sociality Congruent With Self-Care?". Journal of Consumer Psychology. (33), 213–216. https://doi.org/10.1002/jcpy.1335.
• Yuechen Wu, Rebecca W. Hamilton, Nicole Y. Kim, and Rebecca K. Ratner. (2021). "Navigating Shared Consumption Experiences: Clarity About a Partner’s Interests Increases Enjoyment". Journal of Marketing Research. (58), 3, 439-455.

Presentations

• The Effect of (A)symmetric Marketing Visuals on Product Gender Perceptions
  Association for Consumer Research
  Association for Consumer Research
  Paris, France - October 2024
• The Effect of Uncomfortable Temperature on Green Consumption: The Mediating Role of Perceived Resource Scarcity
  Advances in Consumer Research
  Paris, France - September 26 2024
• Uncertainty about Stability of Romantic Relationship Increases Preference for Renting (vs. Buying)
  ACR Annual Conference
  Association of Consumer Research
  Denver, CO - October 20 2022
• Asset Sharing Behavior: Low Socioeconomic Status as a Barrier
  SCP Boutique Conference
  Society of Consumer Psychology
  Hawaii - July 10 2022
• Sharing Resources in the Sharing Economy: Low Childhood Socioeconomic Status as a Barrier
  Boulder Summer Conference on Consumer Financial Decision Making
  2020
• Sharing Resources in the Sharing Economy: Low Childhood Socioeconomic Status as a Barrier
  Judgment and Decision-Making Winter Symposium
  2020
• Inferring Personality from Solo (vs. Accompanied) Consumption
  Association for Consumer Research Conference
  Association for Consumer Research
  2018
• Are Busy Consumers More Satisfied Consumers? The Effect of Perceived Busyness on Satisfaction
  European Association for Consumer Research
  Association for Consumer Research
  2018
• Seeing Openness in Solitude: Evaluation of Solo (vs. Accompanied) Consumers
  Society for Consumer Psychology Conference
  Society for Consumer Psychology
  2018
• Getting the Most from Shared Experiences: Understanding What Your Partner Wants Increases Learning and Enjoyment
  Association for Consumer Research Conference
  Association for Consumer Research
  2017