Vincentia Yuen
Ph.D. Candidate in Marketing, University of Miami
Hi, I'm Vincentia Yuen, a Ph.D. candidate in Marketing, specializing in consumer behavior, at the Miami Herbert Business School, University of Miami.
My research focuses on three main areas:
Consumer-Technology Interaction: I explore how consumers perceive and respond to various technologies including smartphones, generative AI, and robots. I investigate how these perceptions—whether directed towards the technologies themselves, oneself while using them, or companies that rely on them— ultimately influence consumer behavior. This includes examining consumers' decision-making and consumption behavior on different digital devices, their likelihood of using AI, and their evaluations of companies using robots.
Word of Mouth, User-Generated Content, and Social Media: I investigate how word of mouth and user-generated content influence consumer behavior. I explore how managerial intervention and platform design affect consumer reliance on these forms of content (e.g., online reviews), shaping consumer decision-making, including product evaluation, choice, and preference.
Intuition, Lay Theories, and Irrational Beliefs: I study consumer phenomena driven by intuitions, lay theories, and irrational beliefs. I identify new theories to explain these intuitions and beliefs and explore how they influence consumer decision-making. This includes examining reliance on technology, product choices, and financial decisions.
Overall, my research employs a multi-method approach, conducting controlled experiments, analyzing pre-existing secondary data sources (e.g., company data, online platform data), and field studies to investigate consumer behavior phenomena with practical managerial relevance. My aim is to generate novel insights that contribute to academic knowledge while also providing actionable implications for practitioners.
vincentiayuen@miami.edu
I am open to collaborating with e-commerce companies to provide analytical insights based on sales data and conduct online field studies. My expertise includes, but is not limited to, developing social media strategies to increase engagement rates and boost online sales.