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 Journal

    Year Publication
    2022 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 . https://doi.org/10.1016/j.jenvp.2022.101757

    Book Chapter

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

    Conference Publication

    Year Publication
    2022 Yu, Max S. C.; Ng, Sharon; Allard, Thomas (2022) The Association for Consumer Research Conference Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference
    2022 Yu, Max S. C.; Briley, Donnel A. (2022) The Association for Consumer Research Conference Effect of Political Ideology on Online Interpersonal and Information Evaluation
    Certain data included herein are derived from the © Web of Science (2023) of Clarivate. All rights reserved.

    Professional Associations

    Description Function From / To
    Beta Gamma Sigma Member -
    Academy of Marketing Science Member -
    Association for Consumer Research 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
    Nanyang Technological University Postdoctoral Research Fellow 01/12/2020 - 30/09/2022
    National University of Singapore Postdoctoral Research Fellow 01/08/2019 - 30/06/2020

    Education

    Start date Institution Qualification Subject
    University of Sydney Doctoral Marketing
    University of Queensland Bachelor (Hon) Business Management