Publications 

Published Articles

1. Yagmurdur G., Meng Y. & Gayaker S. (2026) The Role of Algorithmic Anthropomorphism, Transparency, and Fairness in Shaping Consumer Purchase Intentions in E-Commerce. Journal of Theoretical and Applied Electronic Commerce Research. 21 (5) 159

2. Chang, H.,  Zhang, L.,  Song, L.,  &  Meng, Y. (2025) Going the Extra Mile: Engaging Consumers through Personalized Communication on Social Media. Journal of Marketing Communications, 1-26.

3. Chan, E., & Meng, Y. (2023). They’re vs They Are: Contractions influence product choice and judgments. Journal of Business Research, 156, 113463.

4. Schweitzer, F., & Meng, Y. (2022). How Co-developing with NGOs Makes Sustainable Innovations More Desirable. Business & Society, 62 (2) 363-400.

5. Meng, Y. , Gould, S., Song, L., Chang, H. & Viziri, S. (2022). Mental Conversion: a Customer Service Strategy Impacting Shopping Experiences. Journal of Services Marketing, 37 (4) 464-477.

6. Xiong, J., Zhao, S., Meng, Y., Xu, L., & Kim, S. (2022). How Latecomers Catch up to Build an Energy Saving Industry: the Case of the Chinese Electric Vehicle Industry 1995-2018. Energy Policy, 161, 112725.

7. Meng, Y., & Chan, E. (2022). Traffic Light Signals and Healthy Food Choice: Investigating Gender Differences. Psychology & Marketing, 39, 360-369.

8. Song, L., Meng, Y., Chang, H., Li, W., & Tan. K. (2021). How Counterfeit Dominance Affects Luxury Brand Owners’ Perceptions: A Cross-Cultural Examination. Journal of Business Research, 130, 1-13. Lead Article.

9. Chan, E., & Meng, Y. (2021). Color Me Moral: White and Black Colors Influence Prosocial Behaviors. Psychology & Marketing, 38 (1) 212-224. 

10. Guo, X., Meng, Y., & Xiong, J. (2021). Failed Synergy from Brand Alliance: What Volvo Learned in China? Journal of Business Strategy, 43 (4) 257-266.  

11. Xie, Y., Meng, Y., Xiong, J., Xu, L., & Yan, J. (2021). Non-profits and the Environment in China: Struggling to Expand their Franchise. Journal of Business Strategy,  42 (4) 257-267. 

12. Sunaga, T., Meng, Y., & Zhuang, X. (2020). Interactions between instrumental timbre and consumers’ regulatory focus. Journal of Business Research, 121, 1-12. Lead Article.

13. Liu, M. T., Chu, R., Wong, I. A., Zúñiga, M. A., Meng, Y., & Pang, C. (2012). Exploring the Relationship among Affective Loyalty, Perceived Benefits, Attitude, and Intention to Use Co-Branded Products. Asia Pacific Journal of Marketing and Logistics, 24, 561-582.

14. Meng, J., Meng, Y., & Liu, M. T. (2012). The Impact of Consumer Animosity on Country-of-Origin Effect: Evidence from the Political Event of Chinese Opposing Japan’s UN Bid. Journal of Global Marketing (Euromarketing), 21, 219-227.

Book Chapters

1.  Kishimoto, T., & Meng, Y. (2003), An Analysis on Resource Recycle and Reuse Industries. In Itami,    H., Industrialization of Environment and Aging Society (pp.90-135). Tokyo: NTT Press, Japan. (in  Japanese)

Online Publications/Media Articles 

1. Chan, E., & Meng, Y. (2021, November). Color Me Moral: How the Meaning of Colors Influence Consumer Behavior. Grenoble Business Review  (in French)

2. Song, L., Meng, Y., Chang, H., Li, W., & Tan, K. (2021, July). Perceptions of Counterfeits among Luxury Goods Differ across Cultures. Phys.org 

3. Chan, E., & Meng, Y. (2021, January). Black Magic: How Product Colors Influence Prosocial Behaviors. Behavioral Economics 

4. Baruch College Ph.D. Students in Marketing (2012-2013), Fostering an Ethical Research Community as Doctoral Students: Building Our Own Professional Standards of Ethics. Journal of Consumer Research Online

5. Meng, Y. (1993, July). The Perspective. Chinese Movie Review, p. A1. (in Chinese)

Presentations                                                                           

Conference Papers

1. Yan, J., Meng, Y., Chen, Y., Liu, J., Pang, J., & Xiong, J. (2025, July) Running between Black and White: Ethical Evaluation and Intention of Collusive Behaviors in Construction Project Bidding in China, Annual Meeting of the Academy of Management, Copenhagen, Denmark

2. Jin, Y., Meng, Y., & Lesage, K. (2025, June) Navigating Luxury Consumption: Insights into Middle Class Preference Changes in Post-Pandemic China, The Mystique of Luxury Brands Conference, Macau, China 2025

3. Meng, Y. *, Hao, S., & Xiong, J. (2025, June) The Impact of Social Media Platforms and Communication Styles on New Technology Product Failure, Association Consumer Research for Latin America (ACR-LA), São Paulo, Brasil.

4. Hao, S., Meng, Y., Xiong, J., & Divakaran, P. (2024, April). Beyond Clicks: Analyzing Consumer Behavior through Communication Styles in Social Shopping Environments, Colloque International de l’ATM, Hammamet, Tunisie.

5. Meng, Y. , Zhong, Z. & Chatenay, M. (2023, September). Luxury Brand Differentiation in the Digital Era: Balancing Exclusivity and Mass Appeal, Asia-Pacific Marketing Academy Annual Conference (APMA), Guangzhou, China

6. Chang, H., Zhang, L., Song L. & Meng, Y. (2023, June). Building consumer-brand relationship on social media, Global Marketing Conference (GMC), the Republic of Korea 

7. Vuong, C., Hao, S. & Meng, Y. (2022, June). When and How Consumers Spread WOM after Encountering Unexpected Positive Vs. Negative Service Experience, AMA Services SIG Conference, Glasgow, Scotland

8. Meng, Y., Gould, S., Song, L., Chang, H. & Viziri, S. (2022, May). Lost and found: How the conversion between gains and losses impacts consumers' purchase decisions, European Marketing Academy (EMAC), Budapest, Hungary

9. Hao, S., Meng, Y. & Xiong, J. (2022, May). Advertising in live streaming commerce versus social media - the role of communication styles, AMA Global Marketing SIG Conference, Crete, Greece

10. Schweitzer, F. & Meng, Y. (2022, February). Co-creating Sustainable Innovations: Does NGO Integration into the Innovation Process Increase Consumer Preference?, AMA Winter Academic Conference, Online

11. Meng, Y. , Xiong, J., & Dowling, M. (2021, October). Deglobalization Process from Customers Perspective: Nonlinear and Asymmetric, AMA Global Marketing SIG Conference, Sicily, Italy

12. Xiong, J., Meng, Y., Li, H., Li, G., & Wang, K. (2021, June) How Pandemic Influences the Sharing Agriculture in China: from the Perspective of Windows of Opportunity, European Academy of Management (EURAM), Online

13. Vaziri, S., Meng, Y., Werle, C. (2021, May). The Impact of a Salient Vegetarian Identity on Sustainable Consumption, European Marketing Academy (EMAC), Online

14. Sunaga, T., Zhuang, X., Meng, Y. (2019, May). Music Timbre and Regulatory Fit, European Marketing Academy (EMAC), Hamburg, Germany

15. Grimes, J., Meng, Y. (2018, July). When Luxury is Risky: Stigmatized Luxury Products Reduce or Increase Risk to Determine Conspicuous Consumption, China Marketing International Conference (CMIC), Shanghai, China

16. Meng, Y., Luna, D., & Czellar, S. (2016, October). From Language to Behavior: Verbs Lead to Consumer Action, Association for Consumer Research (ACR), Berlin, Germany

17. Song, L., Meng, Y., Wu, J., & Suri, R. (2016, August). How Does Counterfeit Contaminate Perceptions of Genuine Brands? Academy of Marketing Association (AMA), Atlanta, USA

18. Meng, Y. & Valenzuela, A. (2016, March). Luck and the Endowment Effect: A Context of Application of the “Possession-Self Link”. Mini-Conference on Cultural Psychology (Columbia Business School in March 2016) and China India Insights Conference (Yale School of Management, CKGSB, and the Sheth Foundation in September 2015), New York, USA

19. Meng, J., Norasakkunkit, V., & Meng, Y. (2009, August). The Effect of Sponsorship of Important International Events (Olympics) on Brand Awareness, Attitudes and Purchase Intentions. American Psychological Association (APA), Toronto, Canada

20. Meng, J. & Meng, Y. (2008, May). The Impact of Consumer Animosity on Country-of-Origin Effect: Evidence from the Political Event of Chinese Opposing Japan's UN Bid. Academy of Marketing Science (AMS), Vancouver, Canada

Conference Posters

1. Zhuang, X., Meng, Y., Chang, E, & Xiong, J. (2025, October). Seniors in Sharing Economy -- A Study of Airbnb. Association for Consumer Research (ACR), Wahshington D.C., U.S.A.

2. Vaziri, S. & Meng, Y. (2020, May). The Impact of Consumer Self-concept Clarity on Heuristics. European Marketing Academy (EMAC), Budapest, Hungary. Acceptance 

3. Grimes, J. & Meng, Y. (2018, October). When Luxury is Risky: Stigmatized Luxury Products Reduce or Increase Risk to Determine Conspicuous Consumption. Association for Consumer Research (ACR), Dallas, USA

4. Meng, Y., & Valenzuela, A. (2017, October). Decomposing Cultural Effects in the Valuation of Time: Orientation, End and Progress. Association for Consumer Research (ACR), San Diego, USA

5. Song, L., Meng, Y., & Suri, R. (2014, October). Does Exposure to Counterfeits Influence Quality Perceptions and Satisfaction of Carried Luxury Brands? A Cross-Cultural Comparison. Association for Consumer Research (ACR), Baltimore, USA

6. Meng, Y., & Valenzuela, A. (2013, October). Luck and the Endowment Effect: A Context of Application of the “Possession-Self Link”. Association for Consumer Research (ACR), Chicago, USA

7. Meng, Y., & Gould, S. (2013, October). Lost and Found: the Conversion of Gains and Losses on Consumers Decision Making. Association for Consumer Research (ACR), Chicago, USA