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