Email
Research Areas
Consumer-Technology Interaction
Word of Mouth, User-Generated Content, and Social Media
Qualifications
Ph.D. in Business - Marketing (University of Miami)
Biography
Vincentia Yuen is an Assistant Professor of Marketing at the City University of Hong Kong. She received her Ph.D. in Business (Marketing) from the University of Miami Business School.
Her research examines how consumers interact with technology and make decisions in digital environments. Her primary research interests include consumer–technology interaction, word of mouth and user-generated content, and prosocial behavior. Her research has been published in leading academic journals, including the Journal of Marketing and the Journal of Business Research. Her work has also been presented at major marketing conferences, including the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP), the American Marketing Association (AMA), and the INFORMS Society for Marketing Science (ISMS).
Her teaching interests include Consumer Behavior, Customer Relationship Management, Marketing Research, and Principles of Marketing.
Contact: vincentia.yuen@cityu.edu.hk
Selected Publications
Journal Publications and Reviews
Borenstein, Benjamin; Townsend, Claudia; Irmak, Caglar; Yuen, Vincentia / No matter near or far: why soliciting donors via smartphones reduces inequities in funding across local and distant nonprofit organizations. November 2026; In: Journal of Business Research. Vol. 216
Journal Article - Accepted
YUEN, Vincentia; Townsend, Claudia; Tsiros, Michael / When and Why Consumers Avoid Purchase on Smartphones. 2026; In: Journal of Marketing.