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Yuanyuan (Gina) Cui

Yuanyuan (Gina) Cui is an assistant professor of marketing at Coastal Carolina University. She is a scholar of consumer behavior and decision-making, especially in studying online/digital consumption behaviors, pro-social behaviors, and consumer irrationality. Her research primarily employs experimental methods to explore the causal mechanisms of human decision-making and psychology. Her contributions to the field extend beyond her own research; she has served as a guest editor and member of editorial review boards for multiple peer-reviewed journals.

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