Max Yu

Dr. Max Yu is an Assistant Professor of Marketing at Maynooth University’s School of Business. His research focuses on consumer decision-making, political beliefs, prosocial behavior, and interactions with technology. He holds a PhD in Marketing from the University of Sydney and a Bachelor (Honours) in Business Management from the University of Queensland.

Education:

• PhD in Marketing, University of Sydney (2014–2018)
• Bachelor (Honours) in Business Management, University of Queensland (2011–2012)

Research Interests:

• Consumer political beliefs and their impact on brand preferences
• Prosocial behavior in public goods and environmental contexts
• Technology’s role in shaping consumer judgment

This includes exploring how anticipated guilt drives anti-littering behavior and how political ideologies influence online interactions and privacy expectations.

Key Awards:

• University of Queensland Business School Honours Scholarship (2012)
• University of Sydney Business School Research Scholarship (2014)
• University of Sydney Business School Fee Award Scholarship (2015)
• University of Queensland Business School Dean’s List (2011)

Professional Experience:

• Assistant Professor, Maynooth University (2022–present)
• Postdoctoral Research Fellow, Nanyang Technological University (2020–2022)
• Postdoctoral Research Fellow, National University of Singapore (2019–2020)

He is affiliated with the Academy of Marketing Science, Association for Consumer Research, and Society for Consumer Psychology. His work bridges behavioral science and marketing, addressing real-world issues like environmental behavior and political consumerism.