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Yao, Jun

  • Title: Doctor
  • Position: Lecturer - Department of Marketing and Management
  • Qualifications: PhD (Marketing), Monash University

Contact Details

Areas of Expertise

  • Consumer Psychology and Behaviour
  • Consumer Decision Making
  • Retail Marketing
  • Pricing Tactics
  • Unit Pricing
  • Consumer Loan Use and Debt Management
  • Choice Modelling
  • Eye-Tracking


Jun Yao holds a PhD in Marketing from Monash University. Prior to joining Macquarie University in 2017, he was a Lecturer in Marketing at the University of Tasmania. His research primarily focuses on consumer psychology and behaviour, particularly in experimentally observing consumer perceptions and predicting consumer decisions that relate to various pricing tactics, such as unit pricing, price setting, and price-quantity sensitivity in the retail context. His research interests also include studying consumer financial decisions that relate to loan use and debt management during the purchase of durable goods. His work has been published in the Journal of Retailing and European Journal of Marketing.

Research grants

  • 2016, Tasmanian School of Business & Economics Small Research Grant, $6500


journal toggle icon open Refereed Journal Articles

  • Yao, Jun and Harmen Oppweal (2016), “Unit Pricing Increases Price Sensitivity Even When Products are of Identical Size,” Journal of Retailing, 92 (1), 109-121.
  • Yao, Jun and Harmen Oppweal (2016), “Unit Pricing Matters More When Consumers Are Under Time Pressure,” European Journal of Marketing, 50 (5/6), 1094-1114.
  • Yao, Jun, Harmen Oppewal, and Yongfu He (2013), “Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?” Advances in Consumer Research, 41, 532, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.

conference toggle icon open Conferences and Presentations

  • Yao, Jun, Harmen Oppewal and Yongfu He, “The Effect of Simultaneous Changes in Retail Price and Size on Consumer Price Attitudes: The Moderating Role of Unit Price” Academy of Marketing Science World Marketing Congress 16 (AMSWMC), Melbourne, Australia, July 2013.
  • Yao, Jun and Harmen Oppewal, “How Task Conditions Affect Unit Pricing Influences on Consumer Behaviour,” Public Policy and Marketing Conference, Washington, USA, June 2013.
  • Yao, Jun, Harmen Oppewal and Yongfu He, “Consumer Loan Decisions Regarding Utilitarian and Hedonic Durable Goods,” Asia Pacific Association for Consumer Research Conference, Queenstown, New Zealand, July 2012.
  • Yao, Jun, “Effects of Installment Selling on Consumer Purchase Decisions,” Australian and New Zealand Marketing Academy Conference (ANZMAC) – Doctoral Colloquium, Perth, Australia, November 2011.
  • Yao, Jun, Harmen Oppewal and Yongfu He, “Effects of Unit Pricing on Consumer Grocery Shopping Behaviour,” Australian and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand, November 2010.

Affiliations / activities

  • Member of Academy of Marketing Science (AMS)
  • Member of American Marketing Association (AMA)
  • Member of Association for Consumer Research (ACR)
  • Member of Australian and New Zealand Marketing Academy (ANZMAC)