Yunhui Huang received her Ph.D. in Marketing from the Hong Kong University of Science and Technology in 2019. She conducts experimental research in the area of consumer behavior. Her research consists of two broad – and overlapping – streams of inquiry, one examining the impact of external environmental factors (e.g., disease, crowding) and the other the role of internal subjective feelings (e.g., power, envy) on consumers’ judgment and behavior. Dr. Huang’s research has appeared in top-tier marketing journals such as the Journal of Consumer Research, the International Journal of Research in Marketing, the Journal of the Association for Consumer Research, and the Journal of Consumer Psychology.


Areas of Expertise

  • Consumer Behavior


Ph.D. in Marketing, HKUST, Hong Kong, 2019


Jia, He (Michael), Yunhui Huang, Ke Zhang, Zhengyu Shi, and Qiang Zhang (2023), “Final Price Neglect in Multi-Product Promotions: How Coupons Promote a Larger Choice Share of Higher-Priced Products than Discounts,” Conditionally accepted, Journal of Consumer Research.

Jin, Liyin, Yunhui Huang, Yongheng Liang, Qiang Zhang (2021), "Who Gets the Ventilator? Moral Decision Making Regarding Medical Resource Allocation in a Pandemic," Journal of the Association for Consumer Research, forthcoming. 

Huang, Yunhui and Jaideep Sengupta (2020), "The Influence of Disease Cues on Preference for Typical versus Atypical Products," Journal of Consumer Research, forthcoming. 

Zhang, Ke., Yuansi Hou, Gang Li, and Yunhui Huang (2020), "Tourists and Air Pollution: How and Why Air Pollution Magnifies Tourists’ Suspicion of Service Providers," Journal of Travel Research59(4), 661-73.

Jin, Liyin and Yunhui Huang (2019), “How Power States Influence the Persuasiveness of Top- dog vs. Underdog Appeals,” Journal of Consumer Psychology, 29 (2), 243-61.

Jin, Liyin, Yunhui Huang, and Yanqun He (2016), "When Does a Service Guarantee Work? The Roles of the Popularity of Service Guarantees and Firm Reputation." Tourism Management, 57, 272-85.

Jin, Liyin and Yunhui Huang (2014), “When Giving Money Does Not Work: The Differential Effects of Monetary Versus In-Kind Rewards in Referral Reward Programs,” International Journal of Research in Marketing, 31(1), 107-16.



  • BUSML 4233 - Advertising and Promotional Strategy

    Provides the tools needed to develop, manage and evaluate an integrated marketing communication campaign. Examines how marketers utilize advertising and promotional programs to enhance marketing efforts. Communication fundamentals, goal setting, creative and media strategy, campaign development and measurement issues, and pricing implications are explored. Prereq: 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4230 and 4231.

  • BUSML 7203 - Advertising Strategy and Management

    The advertising process, partnership with an ad agency, uncovering consumer insight to drive advertising strategy, formulating and guiding advertising strategy, media planning concepts, and measuring advertising effectiveness. Prereq: 6250 or MBA 6252 (840). Not open to students with credit for 846.