Yongfu He

Yongfu He is a Senior Lecturer in the Department of Marketing at Monash University's Faculty of Business and Economics. His research focuses on consumer behavior, e-commerce strategies, and online auctions, with publications in journals such as European Journal of Marketing and Journal of Retailing.

Research Interests include:

• Consumer decision-making under digital retail cues
• Behavioral economics in online auctions
• Brand management and assortment perception
• Emotional consumer responses in hospitality
• Scarcity effects and social proof mechanisms
• Metadiscourse in online review management

Recent Trends in his publications show continued exploration of how real-time sales information and digital platforms influence consumer psychology, particularly in e-commerce and auction environments.