Yimin Cheng

Monash University

H-index: 4

Oceania-Australia

About Yimin Cheng

Yimin Cheng, With an exceptional h-index of 4 and a recent h-index of 4 (since 2020), a distinguished researcher at Monash University, specializes in the field of Consumer Behavior, Marketing, Belief, Emotion, Inference Making.

His recent articles reflect a diverse array of research interests and contributions to the field:

Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings

Coincidental brand origins influence persuasion based on need for cognition

LGBT-inclusive representation in entertainment products and its market response: evidence from field and lab

Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

Smiling Signals Intrinsic Motivation

Yimin Cheng Information

University	Monash University
Position	Senior Lecturer in Marketing
Citations(all)	113
Citations(since 2020)	104
Cited By	29
hIndex(all)	4
hIndex(since 2020)	4
i10Index(all)	3
i10Index(since 2020)	3
Email	Access Email
University Profile Page	Monash University
Google Scholar	View Google Scholar Profile

Yimin Cheng Skills & Research Interests

Consumer Behavior

Marketing

Belief

Emotion

Inference Making

Yimin Cheng

Monash University

About Yimin Cheng

Yimin Cheng Information

Yimin Cheng Skills & Research Interests

Top articles of Yimin Cheng

Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings

Yimin Cheng

Kuangjie Zhang

Coincidental brand origins influence persuasion based on need for cognition

Yimin Cheng

Davide Christian Orazi

LGBT-inclusive representation in entertainment products and its market response: evidence from field and lab

Yimin Cheng

Xiaoyu Zhou

Kai Yao

Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

Smiling Signals Intrinsic Motivation

Yimin Cheng

Anirban Mukhopadhyay

Patti Williams

Co-Authors

Patti Williams

Rom Schrift

Xiaoyu Zhou