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Employee Profile

Shubin Yu

Assistant Professor - Department of Communication and Culture

Biography

Shubin (Lance) Yu is assistant professor in digital communication. His research fields include marketing communications and human-robot communication. He is particularly interested in how digital technology influences the way people communicate. His work is published in peer-reviewed journals such as Journal of Consumer Psychology, JMIR, Journal of Business Research and among others.

He obtained his Ph.D. in Communication Science from Ghent University in 2017. He also hold three master's degrees (Statistics, Business Economics, Cultural Studies) from KU Leuven. Before joining BI Norwegian Business School, he worked as an assistant professor at Peking University HSBC Business School. Now he is also a visiting associate professor at the Shenzhen and UK campus of Peking University HSBC Business School.

Publications

Yu, Shubin & Zhao, Luming (2022)

Designing emotions for healthcare chatbots: text-based or icon-based approach

Journal of Medical Internet Research Doi: 10.2196/39573

Yu, Shubin; Xiong, Ji (Jill) & Shen, Hao (2022)

The rise of chatbots: The effect of using chatbot agents on consumers' responses to request rejection

Journal of Consumer Psychology Doi: 10.1002/jcpy.1330

Xiao, Yi & Yu, Shubin (2022)

Using Humor to Promote Social Distancing on Tiktok During the COVID-19 Pandemic

Frontiers in Psychology, 13 Doi: 10.3389/fpsyg.2022.887744 - Full text in research archive

Yu, Anqi; Yu, Shubin & Liu, Huaming (2022)

How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

Journal of Retailing and Consumer Services, 66 Doi: 10.1016/j.jretconser.2021.102899 - Full text in research archive

This study is to verify whether and how a “China-made” label can influence online consumers' product evaluation as adding labels to highlight products' attributes has become an acquainted measure online by e-tailers/firms to attract online consumers' attentions. For this purpose, we conduct a 2 (label of “China-made” vs. no label) x 3 (patriotism priming vs. nationalism priming vs. no priming) between-subject factorial design to verify hypotheses. The results reveal that when consumers' nationalism is primed, the label significantly enhances the product evaluation by increasing the perceived social value of the product. Priming consumers’ patriotism, on the other hand, does not play a moderating role for this effect. A follow-up study confirms such effects for both low involvement and high involvement products. Therefore, e-tailers/firms that own China-made brands/products are advised to signal the “Chinese identity” of their products to online consumers under the current circumstance when nationalism and domestic brands are rising in China. The results also indicate that although products produced in a developing country are marked with a negative country of origin effect, marketers can turn it into a strength in marketing in certain conditions.

Yu, Shubin & Li, Changxu (2021)

Mask Colors and Trustworthiness

Advances in Consumer Research, 49, s. 340- 341.

Yu, Shubin & Hudders, Liselot (2021)

Measurement invariance of the modified brand luxury index scale across gender, age and countries

Journal of Fashion Marketing and Management Doi: 10.1108/JFMM-10-2020-0235

Purpose Many instruments have been developed to measure the perceived luxuriousness of brands, but one of the most frequently used scales is the “brand luxury index” (BLI) from Vigneron and Johnson (2004) that distinguishes between high- and low-luxury brands. Despite its popularity and widespread use in academic research, the scale's psychometric properties and equivalence across cultures have been questioned. Recently, modified versions of the scale have been developed to strengthen the quality of the measurement. However, the performance and the measurement invariance of the modified version have not yet been investigated. The current paper aims to test the model fit of the modified BLI scale and the measurement invariance across gender, age and country groups using nine datasets from a total of three different countries. Design/methodology/approach This paper conducts a multi-group CFA to examine the measurement invariance of the BLI scale. Nine datasets were used in this study. The data were collected across three countries, the United States (5 datasets), China (2 datasets) and India (2 datasets) from 2016 to 2018. Findings The results of this analysis suggest that the modified BLI scale has an acceptable model fit and can be interpreted equivalently across gender and age groups. Metric invariance was found among the US, China and India. However, scalar measurement invariance was established only across two countries: the US and India. A follow-up analysis shows that partial scalar invariance can be established across the US, China and India when removing constraints on the parameters of three items: exclusive, precious and sophisticated. Originality/value This study is the first study to test the model fit of the modified BLI scale. The findings of this paper contribute to both the academia and industry. The authors recommend scholars and marketers to use a modified 19-item BLI scale to measure the perceived luxuriousness of brands in future research. First, the modified BLI scale tested in the current study offers very good performance with model fit values of a quality that has rarely been seen in prior research. The original scale of Vigneron and Johnson (2004) has been criticized for its poor model fit (Christodoulides et al., 2009). The modified scale of Doss and Robinson (2013) also has problems with the fit value. Second, the modified 19-item scale also shows adequate measurement invariance across different gender, age and countries. For scholars and marketers, the establishment of the metric invariance of the modified 19-item BLI scale implies that the scale can be used across gender, age and countries (the US, China and India) if the purpose of the study is to understand the relationship between some variables and perceived luxuriousness of a brand.

Talukdar, Nabanita & Yu, Shubin (2021)

Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Journal of Strategic Marketing Doi: 10.1080/0965254X.2021.1967428 - Full text in research archive

Yu, Shubin & Hu, Yangjuan (2020)

When luxury brands meet China: the effect of localized celebrity endorsements in social media marketing.

Journal of Retailing and Consumer Services Doi: 10.1016/j.jretconser.2019.102010

Talukdar, Nabanita & Yu, Shubin (2020)

Do materialists care about sustainable luxury?

Marketing Intelligence & Planning Doi: 10.1108/MIP-05-2019-0277

Ashfaq, Muhammad; Yun, Jiang & Yu, Shubin (2020)

My Smart Speaker is Cool! The Effects of Perceived Coolness on Current Users’ Attitude toward Smart Speakers and Continuance Intention.

International Journal of Human-Computer Interaction Doi: 10.1080/10447318.2020.1841404

Ashfaq, Muhammad; Yun, Jiang, Yu, Shubin & Loureiro, Sandra Maria Correia (2020)

I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents

Telematics and informatics, 54 Doi: 10.1016/j.tele.2020.101473

Talukdar, Nabanita & Yu, Shubin (2019)

A serial mediation effect of immersive virtual reality on purchase intention in real estate and the moderating role of psychological distance

Advances in Consumer Research, 12, s. 15- 16.

Yu, Shubin & Xiong, Ji (Jill) (2019)

How Chatbot Service Agents Can Alleviate the Negative Effect of Unresolved Requests on Consumers’ Trust Toward Companies

Advances in Consumer Research, 47, s. 926- 927.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2018)

Are fashion consumers like schooling fish? The effectiveness of popularity cues used in e-commerce

Journal of Business Research, 85, s. 105- 116. Doi: 10.1016/j.jbusres.2017.12.035

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2018)

Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand

Journal of Electronic Commerce Research, 19(1), s. 16- 35.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2017)

Targeting the luxury consumer: A vice or virtue? A cross-cultural comparison of the effectiveness of behaviorally targeted ads

Journal of Fashion Marketing and Management, 21(2), s. 187- 205. Doi: 10.1108/JFMM-07-2016-0058

Talukdar, Nabanita & Yu, Shubin (2022)

The Specter of Death and the Desire to Compete: TheInfluence of Mortality Salience Due to Covid on the Evaluation of Exclusive Luxuries

[Academic lecture]. 2022 AMA Winter Conference.

Yu, Shubin; Acikgoz, Fulya & Hu, Yangjuan (2022)

Physical, Emotional, and Autonomous Anthropomorphism of Chatbots

[Academic lecture]. HCI International 2022 MOBILE.

Roh, Soojin & Yu, Shubin (2022)

Emoji for Social-mediated Crisis Communication: Cautions and Solutions

[Academic lecture]. 72nd Annual ICA Conference.

Yu, Shubin & Zhao, Luming (2022)

Designing emotions for healthcare chatbots: A text-based or icon-based approach?

[Academic lecture]. 2022 ICA Pre-conference on Human-Machine Communication.

Talukdar, Nabanita & Yu, Shubin (2022)

The guilt-relief pill: The effect of a sustainability claim for luxury brands

[Academic lecture]. 2022 AMA Summer Academic Conference.

Talukdar, Nabanita; Yu, Shubin & Nervino, Esterina (2022)

Eco-friendly versus polyester Gucci handbags: The effect of matching green claims and temporal frame on product evaluation of self-enhancement brands

[Academic lecture]. 2022 AMA Summer Academic Conference.

Yu, Anqi; Yu, Shubin & Liu, Huaming (2022)

How a “China-made” Label Influences Chinese Youth’s Product Evaluation: The Priming Effect of Patriotic and Nationalistic News

[Academic lecture]. EMAC Annual Conference 2022.

Yu, Shubin & Li, Changxu (2021)

Blue or Black: Mask Colors and Trustworthiness

[Academic lecture]. 2021 ACR Conference.

Ashfaq, Muhammad; Yu, Shubin, Luo, Kang & Liu, Yang (2021)

The Usage Intensity of Instant Messaging for Work and Employees’ Anxiety

[Academic lecture]. 71st Annual ICA Conference.

Xiao, Yi & Yu, Shubin (2021)

Mayors as Comedians: The Effect of Humor When Communicating the Need for Social Distancing during the COVID-19Pandemic on Social Media in China

[Academic lecture]. 71st Annual ICA Conference.

Ye, Weiming; Li, Changxu & Yu, Shubin (2021)

Internal Marketing under the Platform Era: The Influence of Gamification App Design on Mobile Service Providers’ Performance

[Academic lecture]. 2021 AMA Winter Academic Conference.

Yu, Shubin & Li, Changxu (2021)

Blue or Black: Mask Colors and Trustworthiness

[Academic lecture]. 2021 AMA Winter Academic Conference.

Talukdar, Nabanita; Yu, Shubin & Nervino, Esterina (2020)

Eco-friendly Versus Polyester Gucci Handbags: The Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands

[Academic lecture]. 2020 ACR Conference.

Talukdar, Nabanita & Yu, Shubin (2020)

Sustainability as the Guilt-Relief Pill For Luxury Purchases

[Academic lecture]. 2020 ACR Conference.

Xia, Wei; Yu, Shubin & Talukdar, Nabanita (2020)

Can a Relationship be Bought by Money? The Effect of Monetary Value Ambiguity on Consumer Loyalty

[Academic lecture]. 2020 AMA Summer Academic Conference.

Wei, Xia; Yu, Shubin & Tu, Runting (2020)

Price It High if it is Varied: The Relationship between Perceived Heterogeneity and Consumer Preferences for Partitioned Prices in Experience Service

[Academic lecture]. 2020 AMA Summer Academic Conference.

Yu, Shubin; Hu, Yangjuan, Hudders, Liselot & Ye, Weiming (2020)

The Dark Side of Retargeting

[Academic lecture]. 2020 AMA Summer Academic Conference.

Yu, Shubin; Ye, Weiming & Hu, Yangjuan (2020)

Gotta Deliver Them All: How Gamification in Delivery Platforms Affects Deliverymen’s Motivation, Stress, Anxiety and Job Satisfaction

[Academic lecture]. 70th Annual ICA Conference.

Talukdar, Nabanita & Yu, Shubin (2019)

A serial mediation effect of immersive virtual reality on purchase intention in real estate and the moderating role of psychological distance

[Academic lecture]. 2019 Asia Pacific ACR Conference.

Yu, Shubin & Ji, Xiong (2019)

How Chatbot Service Agents Can Alleviate the Negative Effect of Unresolved Requests on Consumers’ Trust Toward Companies

[Academic lecture]. 2019 ACR Conference.

Yu, Shubin; Hudders, Liselot & Cauberghe, Verolien (2016)

Tracking the luxury consumer online: an experimental study on the effectiveness of site and search retargeting for luxury brands in China and the Netherlands

[Academic lecture]. 2016 AMS World Marketing Congress.

Academic Degrees
Year Academic Department Degree
2017 Ghent University Ph.D.
2016 University of Leuven M.S.
2014 University of Leuven M.A.
Work Experience
Year Employer Job Title
2021 - Present Peking University HSBC Business School Visiting Associate Professor
2021 - Present BI Norwegian Business School Assistant Professor
2019 - 2021 Peking University HSBC Business School Assistant Professor
2017 - 2019 Peking University HSBC Business School Postdoctoral fellow