Research Areas
Consumer Behavior, Digital Marketing, Visual Marketing, Prosocial Behavior
Education
- Tsinghua University, School of Economics and Management, Ph.D. in Marketing, September 2018 ~ June 2024
- National University of Singapore, Business School, Visiting student in Marketing, January 2022 ~ July 2023
- University of International Business and Economics, School of Information Technology & Management, Bachelor of Management, E-commerce, September 2014 ~ June 2018
Professional Experience
Assistant Professor in Marketing, Nankai Business School, July 2024 ~
Awards
Outstanding Undergraduate Thesis Advisor, 2025;
Annual Teacher Ethics & Professional Integrity Award (Outstanding Grade), 2025;
Best Short Paper Nominee, Pacific-Asia Conference on Information Systems (PACIS 2026).
Social Service
Journal Reviewer
· Journal of Behavioral Decision Making
· Information & Management
· Computers in Human Behaviour
· Frontiers in Psychology
· International Journal of Information Management
· International Journal of Advertising
· International Journal of Consumer Studies
· International Journal of Hospitality Management
· AIS Transactions on Human-Computer Interaction
· Information Resources Management Journal
Conference Reviewer
· American Marketing Association Conference (AMA)
· Association for Consumer Research Conference (ACR)
· European Association of Consumer Research (EACR)
· The China Summer Workshop on Information Management (CSWIM)
1. Yu Gu and Rong Chen (2024), “Bridging consumption and work: The effects of thoughts about different types of purchases on job-related motivations.” Journal of Business Research, 183, 114835. (ABS 3; ABDC List A Journal; JCR Q1; IF: 9.8)
2. Yu Gu and Rong Chen (2021), “How does money phrasing influence intention to donate: The role of construal level and fit.” Psychology & Marketing, 38(11), 1911-1927. (ABS 3; ABDC List A Journal; JCR Q1; IF: 6.7)
3. Yu Gu, Xusen Cheng, and Jia Shen (2023), “Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience.”Information & Management, 60 (5), 103810. (ABS 3; ABDC List A* Journal; JCR Q1; IF: 9.9)
4. Yu Gu and Yimei Zhou (2026), “How Does Interacting with AI versus Human Agents Influence Consumer Identity-Based Choices? The Roles of Distinctiveness and Assimilation Motives.” Journal of Advertising Research, forthcoming. (ABS 3; ABDC List A Journal; JCR一区; IF: 2.4).
5. Yu Gu and Rong Chen (2023), “Effects of payment notifications on consumer purchase decisions: The role of pain of payment.”Journal of Consumer Behaviour, 22(4), 818-832. (ABDC List A Journal; JCR Q2; IF: 4.3)
6. Haijiao Shi and Yu Gu* (2026), “Exploring the Effect of Framing Donation Goals as Goods versus Money on the Effectiveness of Donation Appeals.” European Journal of Marketing, 60(2), 472-493. (ABS 3; ABDC List A Journal; JCR Q1; IF: 5.1).
7. Xusen Cheng, Yanyue Ran, and Yu Gu* (2026), “Collaborating with an imperfect AI: The effects of AI misinformation on team situation models and individual contribution.” Group Decision and Negotiation, 35(2), 27. (ABDC List A Journal; JCR Q1; IF: 2.5).
8. Xiaobing Xu, Shuaifan Zeng, Yu Gu*, and Jin Zhang (2023), “Uniform pricing effect: The influence of uniform pricing on product acquisition value judgment.”International Journal of Consumer Studies, 47(4), 1364-1376. (ABDC List A Journal; JCR Q1; IF: 9.9)
9. Yimei Zhou, Zhanhe Zang, Keyi Wang, and Yu Gu* (2025), “Enhancing gamified experiences in online service platforms: Exploring the impact of extrinsic gamification design elements.” Electronic Markets, 35, 101. (ABDC List A Journal; JCR Q1; IF: 6.8).
10. Xusen Cheng, Yu Gu, Ying Hua, and Xin (Robert) Luo (2021), “The paradox of word-of-mouth in social commerce: Exploring the juxtaposed impacts of source credibility and information quality on SWOM spreading.” Information & Management, 58(7), 103505. (ABS 3; ABDC List A* Journal; JCR Q1; IF: 9.9)
11. Xusen Cheng, Yu Gu, and Jia Shen (2019), “An integrated view of particularized trust in social commerce: An empirical investigation.” International Journal of Information Management, 45, 1-12. (ABDC List A* Journal; JCR Q1; IF: 21; ESI Highly Cited Paper)
12. Xusen Cheng, Yu Gu, and Jian Mou (2020), “Interpersonal relationship building in social commerce communities: Considering both swift Guanxi and relationship commitment.” Electronic Commerce Research, 20(1), 53-80. (ABDC List A Journal; IF: 3.9)
* Corresponding author
Projects
Central Universities Basic Research Fund for Young Faculty Projects, "Study on the Impact of Donation Goal Framing on the Effectiveness of Donation Information", 2025–2026, Completed, Principal Investigator (PI).
