Dr Max Yu

    School of Business

    Lecturer / Assistant Professor

    TSI Building
    3rd Floor
    371
    (01) 566 2037
    Max.Yu@mu.ie

    Biography

    Max Yu is a behavioral scientist and an Assistant Professor of Marketing at Maynooth University School of Business. His research interest is in understanding the decision making and judgement of consumers.

    Prior to joining Maynooth University, Max was a Postdoctoral Research Fellow at Nanyang Technological University and National University of Singapore. Max received his Ph.D. in Marketing from University of Sydney Business School. He also received his B.B.M. (Hon) from University of Queensland.

    Research Interests

    Max's main research interest is in understanding the decision making and judgement of consumers. His research explores consumers' political beliefs, prosocial behaviour, and interaction with technology.

    Peer Reviewed Journals

      Year Publication
    2022 'Anticipated Guilt and Anti-Littering Civic Engagement in an Extended Norm Activation Model'
    Rosenthal, Sonny; Yu, Max S. C. (2022) 'Anticipated Guilt and Anti-Littering Civic Engagement in an Extended Norm Activation Model'. Journal of Environmental Psychology, 80 [DOI] [Details]

    Book Chapters

      Year Publication
    2016 'Multiple Celebrity Endorsement'
    Pappu, Ravi; Yu, Max S. C. (2016) 'Multiple Celebrity Endorsement' In: Making a Difference Through Marketing. Singapore: Springer. [Details]

    Conference Publications

      Year Publication
    2022 Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference
    Yu, Max S. C.; Ng, Sharon; Allard, Thomas (2022) Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference The Association for Consumer Research Conference [Details]
    2022 Effect of Political Ideology on Online Interpersonal and Information Evaluation
    Yu, Max S. C.; Briley, Donnel A. (2022) Effect of Political Ideology on Online Interpersonal and Information Evaluation The Association for Consumer Research Conference [Details]

    Education

      Year Institution Qualification Subject
    2018 University of Sydney Doctoral Marketing
    2012 University of Queensland Bachelor (Hon) Business Management

    Employment

      Employer Position From / To
    Nanyang Technological University Postdoctoral Research Fellow 01-DEC-20 / 30-SEP-22
    National University of Singapore Postdoctoral Research Fellow 01-AUG-19 / 30-JUN-20

    Honours and Awards

      Year Title Awarding Body
    2012 The University of Queensland Business School Honours Scholarship University of Queensland
    2014 The University of Sydney Business School Research Scholarship University of Sydney
    2015 The University of Sydney Business School Fee Award Scholarship University of Sydney
    2011 The University of Queensland Business School Dean’s list University of Queensland

    Professional Associations

      Association Function From / To
    Beta Gamma Sigma Member /
    Academy of Marketing Science Member /
    Association for Consumer Research Member /
    Society for Consumer Psychology Member /

    Reviews

      Journal Role
    Rationality And Society Reviewer
    Journal Of Consumer Research Reviewer