Yuanyuan (Gina) Cui is a scholar of consumer behavior and decision-making, especially in studying online/digital consumption behaviors, pro-social behaviors and consumer irrationality. She earned her Ph.D. in Marketing (2023) from Auckland University of Technology, New Zealand. Her research primarily employs experimental methods to explore the causal mechanisms of human decision-making and psychology. She has published in journals including the Journal of Business Ethics, International Journal of Research in Marketing, Journal of Business Research, European Journal of Marketing, Journal of Travel Research, Annals of Tourism Research, and Tourism Management, among others. Her contributions to the field extend beyond her own research; she has served as a Guest Editor and member of Editorial Review Boards for multiple peer-reviewed journals.
