Shubin YU

Associate Professor (Education Track)

Marketing

Biography

Shubin (Lance) Yu joined the Marketing Department at HEC Paris in Fall 2025. Before joining HEC, he was an Associate Professor at BI Norwegian Business School and an Assistant Professor at Peking University HSBC Business School.

His research bridges marketing communication, consumer–technology interaction, and the application of generative AI in business. His work has appeared in leading academic journals, including the Journal of Consumer Psychology, International Journal of Research in Marketing, and International Journal of Electronic Commerce.

Outside the classroom, Shubin founded MimiTalk.app, an AI-driven interview platform that helps organizations gather qualitative insights at scale. At HEC Paris he teaches Marketing Management and Generative AI for Management.

Personal Website: shubinyu.com

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Scientific articles

Price it High if it is Varied: Perceived Heterogeneity and the Effectiveness of Discount Framing Strategies for Travel Packages

Journal of Travel Research, March 2025, vol. 64, n° 3, pp 613-631, (in coll. with X. Wei, X. Li)

Can ChatGPT replace humans in crisis communication? The effects of AI-mediated crisis communication on stakeholder satisfaction and responsibility attribution

International Journal of Information Management, February 2025, vol. 80, n° 102835, (in coll. with Y. Xiao)

The guilt-relief pill: the effect of a sustainability claim for luxury brands

European Journal of Marketing, September 2025, vol. 59, n° 7, pp 1835-1861, (in coll. with N. Talukdar)

Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

International Journal of Advertising, 2025, vol. 44, n° 3, pp 589-616, (in coll. with W. Bao, E. Beuckels, L. Hudders)

Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands

International Journal of Research in Marketing, September 2025, vol. 42, n° 3, pp 557-572, (in coll. with W. Bao, L. Hudders, E. Beuckels)

Unraveling the anchoring effect of crisis communication in cyberattack spillover crises

Public Relations Review, June 2024, vol. 50, n° 2, pp 102449, (in coll. with Y. Xiao, E. Zhou)

Influence of Physical Attractiveness and Gender on Patient Preferences in Digital Doctor Consultations: Experimental Study

Journal of Medical Internet Research, 2024, vol. 26, n° e46551, (in coll. with X. Wei, C. (. Li)

Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Journal of Strategic Marketing, 2024, vol. 32, n° 8, pp 1147-1171, (in coll. with N. Talukdar)

The rise of chatbots: The effect of using chatbot agents on consumers' responses to request rejection

Journal of Consumer Psychology, January 2024, vol. 34, n° 1, pp 35-48, (in coll. with J. (. Xiong, H. Shen)

Emojifying chatbot interactions: An exploration of emoji utilization in human-chatbot communications

Telematics and Informatics, February 2024, vol. 86, pp 102071, (in coll. with L. Zhao)