Rate My Professor Jun Yao

Jun Yao is a Senior Lecturer in the Department of Marketing within Macquarie Business School at Macquarie University. He earned his PhD in Marketing from Monash University in 2015, a First Class Honours Bachelor of Business in Marketing in 2010, and a Bachelor of Business in Accounting in 2008, all from the same institution. Prior to joining Macquarie University in 2017, Yao served as a Lecturer in Marketing at the University of Tasmania, where he has been an Adjunct Lecturer since 2018. He is affiliated with the Ethics and Agency Research Centre at Macquarie University and is available to supervise Master of Research and PhD students on marketing topics.

Yao's research centers on consumer psychology and behaviour, particularly through experimental methods to observe consumer perceptions and predict decisions related to pricing tactics such as unit pricing, price setting, and price-quantity sensitivity in retail contexts. He also examines consumer financial decisions involving loan use and debt management for durable goods. His scholarship has appeared in top-tier journals including the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Travel Research, and European Journal of Marketing. Key publications include "How consumers respond to unit price increase tactics that rely on consumers' under-reliance on unit price information" (2020, Journal of the Academy of Marketing Science), "Dark personalities and Bitcoin: The influence of the Dark Tetrad on cryptocurrency attitude and buying intention" (2022, Personality and Individual Differences), "The regulatory fit effect on consumer preferences for price discounts and bonus packs" (2024, Psychology & Marketing), and "All new smaller size! Why getting less with shrinkflation is not so bad" (2022). As primary chief investigator, he led projects such as "The effects of framing and displaying congruency of unit price on consumer price perceptions and choice decisions" (2019-2020) and "An Investigation of Contact Tracing in Hospitality in the COVID-19 Era" (2020). His work has shaped policy through submissions to the Australian Competition and Consumer Commission on supermarkets and New Zealand's Ministry of Business, Innovation and Employment on unit pricing, and featured in media on shrinkflation and cryptocurrency linked to personality traits.