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Yimin Cheng

Yimin Cheng

Monash University - Clayton / Australia
Business & Management / Marketing
AD Scientific Index ID: 5217972
Monash University
person_outline Yimin Cheng's MOST POPULAR ARTICLES
1-) Smiling Signals Intrinsic Motivation Journal of Consumer Research 46 (5), 915-935, 2020
2-) Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost–Benefit Heuristic in Goal Pursuit Journal of Marketing Research 54 (4), 636-649, 2017
3-) Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations Journal of the Academy of Marketing Science, 1-28, 2023
4-) LGBT-inclusive representation in entertainment products and its market response: evidence from field and lab Journal of Business Ethics 183 (4), 1189-1209, 2023
5-) Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings Journal of Business Research 175, 114543, 2024