Yunzhijun Yu
Assistant Professor
Singer Hall 348
Fredericton
Yunzhijun Yu is an Assistant Professor in the Faculty of Management, where she directs the Human-AI Collaboration (HAIC) Research Lab. Dr. Yu holds a Ph.D. in Business Administration from the Beedie School of Business, Simon Fraser University, and a B.A. in Psychology and B.S. in Business Administration (with honours) from the University of Colorado Boulder.
Dr. Yu teaches consumer behaviour, marketing management, and sustainable marketing. Her research examines how humans and artificial intelligence relate to one another, including ownership, responsibility attribution, trust, and mind perception in human-machine interactions and relationships. Her work bridges marketing, social cognitive science, and human-computer interaction, and is supported by federal and provincial funding agencies like SSHRC and ResearchNB.
Her earlier research on sustainable fashion consumption received national media attention, with features on Global News and CTV News. She serves on the editorial review board of the Journal of Advertising Research.
Dr. Yu is available to supervise masters and doctoral students through UNB’s interdisciplinary studies program.
Journal articles
Zhao, C., Yu, Y., Zhang, Z., Adiguzel, F., & Zhang, Z. (2026). Rainy days don’t always get me down: How rainy weather affects customers’ dining experience and evaluations. International Journal of Hospitality Management. 134. 104586.
Yu, Y., Yetim, M. A., & Cocieru, O. (2025). Whose Voice is it Anyway? Understanding AI Customization and Responsibility Attribution in Human-AI collaboration. International Journal of Human-Computer Interaction. 1-30.
Wu, Y., Zhang, Z., Yu, Y., and Zhang, Z. (2025). Framing Health Messages in Short-Form Videos: The Moderating Role of Medication Beliefs and Informational Influence on Consumer Decision-Making. Asia Pacific Journal of Marketing and Logistics.
Song, Y., Yu, Y., & Li, G. (2025). Turning free trials into treasures: the effect of perceived control on psychological ownership of digital products. Current Psychology, 1-15.
Yu, Y., Wang, H., & Li, G. (2025). My clothes, my precious: Psychological ownership and compulsive fashion hoarding in fast and regular fashion. Journal of Sustainable Marketing. 6(1), 1-25.
Zhao, Y., Zhang, Z., Yu, Y., & Zhang, Z. (2024). Unveiling the forces driving expert activity: The impact of information environment and peer behavior on expert reviewer engagement behavior. Electronic Commerce Research and Applications, 68, 101463.
Yu, Y., Gomez-Borquez, C. L., Zaichkowsky, J. (2023). Mitigating trendy cheap fast fashion’s negative impact. Journal of Sustainable Marketing, 128-148.
Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 42(7), 1178- 1200.
Treen, E., & Yu, Y. (2022). Empathy and EGO-drive in the B2B salesforce: Impacts on job satisfaction. Industrial Marketing Management, 106, 270-278.
