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


Jin, Liyin, Yunhui Huang, Yongheng Liang, Qiang Zhang (2020), "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 8253 - Recent Advancements in Marketing Research

    Provide students with exposure to leading marketing scholars and their most current research and give them an opportunity to critically evaluate it. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 9 cr hrs or 6 completions.