Publications
Zhou, Xinyue, Xiao Yan, and Yuwei Jiang (2024), “Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness,” Journal of Marketing, Forthcoming.
Fan, Linying (Sophie), Zhongqiang (Tak) Huang, Xinyu (Marcos) Chu, and Yuwei Jiang (2024), “Stick to My Guns: The Impact of Crowding on Consumers’ Responsiveness to Sale Promotions,” Journal of the Academy of Marketing Science, Forthcoming.
Fan, Linying (Sophie), Derek Rucker, and Yuwei Jiang (2023), “Power and Need-for-Justification: Asymmetrical Effects on Senders and Receivers in Marketing Communications,” Journal of Consumer Research, 50(2), 236-254.
Wang, Xue (Phyllis), Yijie Wang, and Yuwei Jiang (2023), “Gift or Donation? Increase the Effectiveness of Charitable Solicitation through Framing Charitable,” Journal of Marketing, 87(1), 133-147.
Deng, Xiaoyan, Xiaojing Yang, Yuwei Jiang, and Selin A. Malkoc (2023), “Reflection, Resilience, Rebound: Consumer Coping with the Pandemic,” Journal of the Association for Consumer Research, 8(2), 121-128.
Song, Jiaqi (Flora), Dongjin He, and Yuwei Jiang (2023), “The Negative Handmade Effect: How and Why Control Deprivation Thwarts Desire for Handmade Products,” Psychology and Marketing, 40(7), 1431-1445.
Huang, Jiexian (Chloe), Fei (Katie) Xu, and Yuwei Jiang (2023), “I Want to Remember: Preference for Visual Intensity in Sentimental Purchases,” Psychology and Marketing, 40(7), 1361-1371.
Jia, Lei, Xiaojing Yang, and Yuwei Jiang (2022), “The Pet Exposure Effect: Exploring the Differential Effect of Cats versus Dogs on Consumer Mindsets,” Journal of Marketing, 86(5), 42-57.
He, Dongjin, Yuwei Jiang, and Gerald J. Gorn (2022), “Hiding in the Crowd: Secrecy Compels Consumer Conformity,” Journal of Consumer Research, 48(6), 1032-1049.
Song, Jiaqi (Flora), Fei (Katie) Xu, and Yuwei Jiang (2022), “The Colorful Company: Effects of Brand Logo Colorfulness on Consumer Judgments,” Psychology and Marketing, 39(8), 1610-1620.
Song, Jiaqi (Flora), Jiexian (Chloe) Huang, and Yuwei Jiang (2022), “Mitigating the Negative Effects of Service Failure through Customer Identification,” Psychology and Marketing, 39(4), 715-725.
Su, Lei, Alokparna (Sonia) Monga, and Yuwei Jiang (2021), “How Life-Role Transitions Shape Consumer Responses to Brand Extensions,” Journal of Marketing Research, 58(3), 579-594.
Steinhart, Yael, and Yuwei Jiang (2019), “Securing the Future: Threat to Self-Image Spurs Financial Saving Intentions,” Journal of Personality and Social Psychology, 117(4), 741-757.
Su, Lei, Echo Wen Wan, and Yuwei Jiang (2019), “Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density,” Journal of Consumer Research, 46(4), 808-824.
Fan, Linying (Sophie), Xueni (Shirley) Li, and Yuwei Jiang (2019), “Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers,” Journal of Consumer Research, 46(1), 82-98.
Adaval, Rashmi, Geetanjali Saluja, and Yuwei Jiang (2019), “Seeing and Thinking in Pictures: A Review of Visual Information Processing,” Consumer Psychology Review, 2, 50-69.
Jiang, Yuwei, Lei Su, and Rui (Juliet) Zhu (2019), “The Shape of Money: The Impact of Financial Resources on Product Shape Preference,” Journal of the Association for Consumer Research, 3, 440-450.
Huang, Zhongqiang (Tak), Xun (Irene) Huang, and Yuwei Jiang (2018), “The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity,” Journal of Marketing Research, 55(3), 432-455.
Fan, Linying (Sophie), and Yuwei Jiang (2018), “Don't Surprise Me! How Social Relationships Shape Consumers' Attitudes toward Probabilistic Selling,” Journal of the Association for Consumer Research, 4, 436-445.
Su, Lei, Yuwei Jiang, Zhansheng Chen, and C. Nathan DeWall (2017), “Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism,” Journal of Consumer Research, 44(1), 99-117.
Si, Kao, and Yuwei Jiang (2017), “Bidirectional Contrast Effects between Taste Perception and Simulation: A Simulation-Induced Adaptation Mechanism,” Journal of Consumer Psychology, 27(1), 49-58.
Teng, Fei, Zhansheng Chen, Kai-Tak Poon, Denghao Zhang, and Yuwei Jiang (2016), “Money and Relationships: When and Why Thinking about Money Leads People to Approach Others,” Organizational Behavior and Human Decision Processes, 137, 58-70.
Jiang, Yuwei, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay (2016), “Does Your Company Have the Right Logo? How and Why Circular and Angular Logo Shapes Influence Brand Attribute Judgments,” Journal of Consumer Research, 42(5), 709-726.
Crilly, Donal, Na Ni, and Yuwei Jiang (2016), “Do No Harm versus Do Good Social Responsibility: Attributional Thinking and the Liability of Foreignness,” Strategic Management Journal, 37(7), 1316-1329.
Jiang, Yuwei, Rashmi Adaval, Yael Steinhart, and Robert S. Wyer Jr. (2014), “Imagining Yourself in the Scene: The Interactive Effects of Goal-Driven Self-Imagery and Visual Perspectives on Consumer Behavior,” Journal of Consumer Research, 41(2), 418-435.
Jiang, Yuwei, Lingjing Zhan, and Derek D. Rucker (2014), “Power and Action Orientation: Power as a Catalyst for Consumer Switching Behavior,” Journal of Consumer Research, 41(1), 183-196.
Jiang, Yuwei, and Jiewen Hong (2014), “It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment,” Journal of Experimental Social Psychology, 54, 147-152.
Jiang, Yuwei, Zhansheng Chen, and Robert S. Wyer Jr. (2014), “Impact of Money on Emotional Expression,” Journal of Experimental Social Psychology, 55, 228-238.
Duclos, Rod, Echo Wen Wan, and Yuwei Jiang (2013), “Show Me the Honey! Effects of Social Exclusion on Financial Risk-Taking,” Journal of Consumer Research, 40(1), 122-135. [Reprinted in JCR Research Curations 2013 – Social Influence and Consumer Behavior]
Shen, Hao, Yuwei Jiang, and Rashmi Adaval (2010), “Contrast and Assimilation Effects in Processing Fluency,” Journal of Consumer Research, 36(5), 876-889.
Jiang, Yuwei, Angela Cho, and Rashmi Adaval (2009), “The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior,” Journal of Consumer Psychology, 19(2), 171-184. [Reprinted in “Celebrating 20 years”, the virtual special issue of JCP]
Jiang, Yuwei, and Robert S. Wyer Jr. (2009), “The Role of Visual Perspective in Information Processing,” Journal of Experimental Social Psychology, 45, 486-495.
Gorn, Gerald J., Yuwei Jiang, and Gita V. Johar (2008), “Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis,” Journal of Consumer Research, 35(1), 36-49.
Wyer, Robert S. Jr., Iris W. Hung, and Yuwei Jiang (2008), “Visual and Verbal Processing Strategies in Comprehension and Judgment,” Journal of Consumer Psychology, 18(4), 244-257. [Top 5 most cited article of JCP, 2007-2012]
Wyer, Robert S. Jr., Yuwei Jiang, and Iris W. Hung (2008), “Visual and Verbal Information Processing in a Consumer Context: Further Considerations,” Journal of Consumer Psychology, 18(4), 276-280.
Moore, Sarah G., Darren W. Dahl, Gerald J. Gorn, Charles B. Weinberg, Jongwon Park, and Yuwei Jiang (2008), “Condom Embarrassment: Coping and Consequences for Condom Use in Three Countries,” AIDS Care, 20(5), 553-559.