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Yimin Cheng
Yimin Cheng
Senior Lecturer (Associate Professor) in Marketing, Monash University
Verified email at monash.edu - Homepage
Title
Cited by
Cited by
Year
Smiling Signals Intrinsic Motivation
Y Cheng, A Mukhopadhyay, P Williams
Journal of Consumer Research 46 (5), 915-935, 2020
512020
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost–Benefit Heuristic in Goal Pursuit
Y Cheng, A Mukhopadhyay, RY Schrift
Journal of Marketing Research 54 (4), 636-649, 2017
412017
LGBT-inclusive representation in entertainment products and its market response: evidence from field and lab
Y Cheng, X Zhou, K Yao
Journal of Business Ethics 183 (4), 1189-1209, 2023
172023
Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations
DC Orazi, B Ranjan, Y Cheng
Journal of the Academy of Marketing Science, 1-28, 2023
62023
Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings
Y Cheng, K Zhang, X Zhuang
Journal of Business Research 175, 114543, 2024
2024
Coincidental brand origins influence persuasion based on need for cognition
Y Cheng, DC Orazi
European Journal of Marketing 58 (1), 255-289, 2024
2024
The Protestant Work Ethic and Preferences for Natural Healthcare
Y Cheng, A Mukhopadhyay
2017
My Heart on my Sleeve: Emotion as Information in a Social World
LA Cavanaugh, JC Nunes, YJ Han, DD Rucker, A Duhachek, DH Han, ...
Advances in Consumer Research 44, 2016
2016
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