Dr Max Yu

    School of Business

    Lecturer / Assistant Professor

    TSI Building
    3rd Floor
    371
    (01) 566 2037

    Biography

    Dr Max Yu is a behavioural 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. Before joining Maynooth University, Max was a Postdoctoral Research Fellow at Nanyang Technological University and the National University of Singapore. Max received his PhD in Marketing from the University of Sydney Business School. \

    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 Journal

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

    Book Chapter

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

    Conference Publication

    Year Publication
    2023 Max S. C. Yu; Roy Chen (2023) The European Association for Consumer Research Conference Prosocial Behavior in Modified Public Goods Games
    2022 Max S. C. Yu; Donnel A. Briley (2022) The Association for Consumer Research Conference Effect of Political Ideology on Online Interpersonal and Information Evaluation
    2022 Max S. C. Yu; Sharon Ng; Thomas Allard (2022) The Association for Consumer Research Conference Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference
    2019 Max S. C. Yu; Liam Pomfret (2019) Australian & New Zealand Marketing Academy Political Ideology’s Relation to Consumer Privacy Expectations
    2013 Max S. C. Yu; Ravi Pappu (2013) Proceedings of the 16th Biennial World Marketing Congress Celebrity Portfolio Effects on Consumer Brand Evaluations

    Other Publication

    Year Publication
    2021 Max S. C. Yu; Dzulfikaar Sutandar; Sonny Rosenthal (2021) Does Message Framing Last? A Field Experiment on Reducing Litter.
    2020 Max S. C. Yu; Bowen Tay; Roy Chen; Sharon Ng; Sonny Rosenthal; Rongjun Yu (2020) Reducing Litter Through Social Norms Framing and Social Comparison.
    2017 Max S. C. Yu; Donnel A. Briley; Pennie Frow (2017) Political Ideology and Review Evaluation.
    2015 Max S. C. Yu; Donnel A. Briley; Pennie Frow (2015) Polarization Effects in Primary Versus Secondary Sharing.
    Certain data included herein are derived from the © Web of Science (2025) of Clarivate. All rights reserved.

    Professional Associations

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

    Honors and Awards

    Date Title Awarding Body
    01/01/2012 The University of Queensland Business School Honours Scholarship University of Queensland
    01/01/2014 The University of Sydney Business School Research Scholarship University of Sydney
    01/01/2015 The University of Sydney Business School Fee Award Scholarship University of Sydney
    01/01/2011 The University of Queensland Business School Dean’s list University of Queensland

    Employment

    Employer Position From / To
    National University of Ireland, Maynooth Assistant Professor 24/10/2022 -
    Nanyang Technological University Postdoctoral Research Fellow 01/12/2020 - 24/09/2022
    National University of Singapore Postdoctoral Research Fellow 01/08/2019 - 30/06/2020
    The University of Sydney Casual Academic 01/06/2014 - 30/06/2018
    The University of Queensland Casual Academic 01/03/2012 - 30/11/2012

    Education

    Start date Institution Qualification Subject
    The University of Sydney PhD Marketing
    The University of Queensland Bachelor (Honours) Business Management