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Yumei Mu

Observed names: Mu, Yumei, 玉梅 穆
Institution: Radford University
ORCID: 0000-0001-5024-3738
Observed ORCID: 0000-0001-5024-3738
OpenAlex ID: A5032749833
Your gift, but my attitude: gift-givers’ aversion to attitude-inconsistent gifts
2022 · Julian Givi, Yumei Mu · European Journal of Marketing · 13
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness
2025 · Alexis Yim, Luke Liska, et al. · Journal of Research in Interactive Marketing · 12
The Oversensitivity in Gift-Giving Phenomenon
2023 · Julian Givi, Yumei Mu · Marketing Letters · 9
Who cares more? A giver–recipient asymmetry in the importance of selecting a good gift
2025 · Yumei Mu, Julian Givi · European Journal of Marketing · 8
Happy to see your benefit go: the impact of reductions in peers’ benefits on consumers’ loyalty program satisfaction
2025 · Yumei Mu, Julian Givi, et al. · European Journal of Marketing · 1
AI-Generated Spokesperson
2026 · Alexis Yim, Luke Liska, et al. · Springer eBooks
Research on Dynamic Pricing Mechanism of E-Commerce Platforms and Its Impact on Consumer Welfare
2026 · 玉梅 穆 · E-Commerce Letters
Enhancing student satisfaction via social comparisons
2025 · Yumei Mu, Julian Givi, et al. · PLoS ONE
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Negative Forces in Consumption: Their Unpleasant but Undeniable Influence on Consumers
2023 · Yumei Mu · The Research Repository @ WVU (West Virginia University)
Works count: 13
Citation count: 43
H-index: 4
I10-index: 2
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