• 3 h-Index

Research output per year

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Personal profile


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.

Education/Academic qualification

Marketing, PhD, Monash University

1 Mar 201024 Feb 2015

Marketing, BBus(Hons)(First Class), Monash University

1 Mar 20094 Dec 2009

Accounting , BBus, Monash University

1 Mar 200611 Jul 2008

External positions

Adjunct Lecturer, University of Tasmania

1 Jan 2018 → …

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Research Outputs

  • 3 h-Index
  • 3 Conference abstract
  • 3 Article
  • 1 Other chapter contribution
  • 1 Meeting abstract
  • The Impact of price and size comparisons on consumer perception and choice

    Yao, J., Oppewal, H. & He, Y., 2018, In : Advances in Consumer Research. 46, p. 870 1 p.

    Research output: Contribution to journalMeeting abstract

  • The price size comparison effect

    Yao, J., Oppewal, H. & He, Y., Dec 2017, Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for impact: Proceedings. Robinson, L., Brennan, L. & Reid, M. (eds.). Melbourne, p. 37 1 p.

    Research output: Chapter in Book/Report/Conference proceedingConference abstract

  • Unit Pricing Increases Price Sensitivity Even When Products are of Identical Size

    Yao, J. & Oppewal, H., 1 Mar 2016, In : Journal of Retailing. 92, 1, p. 109-121 13 p.

    Research output: Contribution to journalArticle

  • 10 Citations (Scopus)

    Unit pricing matters more when consumers are under time pressure

    Yao, J. & Oppewal, H., 9 May 2016, In : European Journal of Marketing. 50, 5-6, p. 1094-1114 21 p.

    Research output: Contribution to journalArticle

  • 10 Citations (Scopus)


    Research about consumer use of unit pricing

    Jun Yao (Participant), Harmen Oppewal (Participant), Yongfu He (Participant)

    Impact: Public policy impacts