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

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)

Usage intensity of mobile instant messengers for work and employees' anxiety

International Journal of Mobile Communications, 2023, vol. 22, n° 3, pp 278-295, (in coll. with M. Ashfaq, Y. Liu, K. Luo)

Measurement invariance of the modified brand luxury index scale across gender, age and countries

Journal of Fashion Marketing and Management, 2022, vol. 26, n° 5, pp 870-889, (in coll. with L. Hudders)

Designing Emotions for Health Care Chatbots: Text-Based or Icon-Based Approach

Journal of Medical Internet Research, December 2022, vol. 24, n° 12, pp e39573, (in coll. with L. Zhao)

How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

Journal of Retailing and Consumer Services, May 2022, vol. 66, pp 102899, (in coll. with A. Yu, H. Liu)

Scientific articles

The Digital Language of Emotion: Cautions and Solutions for Strategic Use of Emoji in Responding Information System Incidents Authors Soojin Roh, Peking University

Communications of the Association for Information Systems, 2025, vol. 56, pp 675-719, (in coll. with S. Roh)

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)

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)

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)

Education

2017
Ph.D., Marketing Communications, Ghent University - Belgium

Academic appointments

Academic Responsibilities at HEC

2025- Associate Professor (Education Track), Marketing HEC Paris

External Academic Responsibilities

2024-2025 Associate Professor BI Norwegian Business School
2021-2023 Assistant Professor BI Norwegian Business School
2019-2021 Assistant Professor Peking University HSBC Business School

Awards & honors

2021 Award for Excellence in Teaching
2020 Faculty Award of Excellence in Teaching
2019 The Elyette Roux Best Thesis Prize on Luxury Brand Management
2016 LVMH-SMU Luxury Research Conference, Best Paper Award