• 2 h-Index
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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 → …

Fingerprint Dive into the research topics where Jun Yao is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Eye movements Engineering & Materials Science
Labels Engineering & Materials Science
Color Engineering & Materials Science
Unit pricing Business & Economics
Retail prices Business & Economics
Consumer choice Business & Economics
Time pressure Business & Economics
Consumer response Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2019 2020

Research Outputs 2012 2019

  • 2 h-Index
  • 4 Article
  • 3 Conference abstract
  • 1 Other chapter contribution
  • 1 Meeting abstract
Retail prices
Grocery stores

How the layout of a unit price label affects eye-movements and product choice: an eye-tracking investigation

Bogomolova, S., Oppewal, H., Cohen, J. & Yao, J., 30 Oct 2018, In : Journal of Business Research.

Research output: Contribution to journalArticleResearchpeer-review

Eye movements
Product choice
Unit pricing

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 abstractResearch

Consumer perceptions
Consumer choice

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 abstractResearchpeer-review

Value function
Price discount

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 journalArticleResearchpeer-review

Unit pricing
Price sensitivity
Consumer prices
Price discount


Research about consumer use of unit pricing

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

Impact: Public policy impacts