Prof. YUEN Vincentia

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 Miami Herbert Business School at the University of Miami.

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 the Journal of Business Research and presented at leading marketing conferences, including the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP), the American Marketing Association (AMA), the ISMS Marketing Science Conference, and other major academic conferences.

Her teaching interests include Consumer Behavior, Customer Relationship Management, Marketing Research, and Principles of Marketing.

Contact: vincentia.yuen@cityu.edu.hk

Selected Publications