EducationPh.D HEC Paris
MBA University of Sorbonne, Paris
DEA University of Dauphine, Paris
BiographyDr. Chen is an experienced researcher, and has expertise both in quantitative research (structural equation modeling with LISREL, AMOS and PLS, SPSS, SAS applications) and in qualitative research (ethnographic, focus group and in-depth interview analysis). She is fluent in English, French and Chinese.
A passionate analyst and researcher, she has worked in U.S., France, Germany, and China as professor in business schools and has communicated to culturally and linguistically different audiences (Chicago, San Francisco, New Haven, Michigan, Paris, Milan, Geneva, Neuchatel, Prague, Munich, Beijing).
Research/PublicationsChen, Yu, Ruben Chumpitaz and Nicholas Paparoidamis (2015), Mythology in the Air—Consumer Expectations and Satisfaction,” European Marketing Association Conference (accepted).
Chen, Yu, Ruben Chumpitaz and Nicholas Paparoidamis (2015), “Dealing with Structural Variance in Cross-Cultural Consumer Research,” competitive paper session, Association for Consumer Research, Asia Pacific, Hongkong (forthcoming).
Chen, Yu (2015), “Millsap and Beyond—Issue of with Structural Variant Data,” Journal of Economics and Behavioral Studies, forthcoming.
Chen, Yu (2015), “Research Methodological Issues in Cross-Cultural Consumer Research—Dealing with Structural Invariant Data,” Proceedings of 2nd International Conference on Research Methods in Management and Social Science.
Chen, Yu (2014), “’Multi-Channel Marketing Communication: Message Amount Consistency, Flow and Retailer Image Perception,’’ Proceedings of International Academic Conference in Paris (IACP).
Chen, Viviane (2013). “From Producing Collectable Watches to Creating Collectable Watchmaking Experiences,” Le Marketing Expérientiel Appliqué à L’Horlogerie, Loisirs et Pédagogie, Le Mont-sur-Lausanne, Switzerland.
Chen, Viviane and Laurence Verdict (2013), “From Nutrition Label to Nutrition Path: An Integrative Review,” LEM, France.
Chen, Yu (2009), “Possession and Access--Consumer Desires and Value Perceptions Regarding
Contemporary Art Collection and Exhibit Visits.” Journal of Consumer Research, Vol. 35, April.
Chen, Yu (2009), “Listening-In Method to Promote Green Cars,” Proceedings of the Mass
Customization and Personalization Business, Innovation & Research Conference, Vol.6, p.2-5
Chen, Yu (2005), “Do Possessors Really Have a Stronger Desire to Possess than ‘Non Possessors’”? Association for Consumer Research, Vol. 33. p. 285.
Chen, Yu (2005), “The Paradox between Only Looking and Possession,” Association for Consumer Research, Vol. 33, p.5.
Methodological Issues in Cross-Cultural Consumer Research—Dealing with Structural Variant Data (2015), International Conference on Research Methods in Management and Social Sciences, Bangkok, Thailand (author not present).
Methodology Issues in Cross-Cultural CSR Research (2014), National University of Taipei, Taiwan.
Meta-Analysis of CSR Research in Financial Market (2014), National University of Taipei, Taiwan.
Consumer Fragility in Financial Market and Ethics (2014), National University of Taipei, Taiwan.
Cross-Cultural Investigation on Consumer Reaction to Corporate Financial Performance and Corporate Social Performance (2014), National University of Taipei, Taiwan.
Multi-Channel Marketing Communication: Message Amount Consistency, Flow and Retailer Image Perception (2014), International Academic Conference, Paris.
Structural Variance in Cross-Cultural Consumer Research, University of Vienna (2014).
Collectible Products or Collectable Experiences, JIMH conference, Neuchatel, Switzerland
Methodology and Variance Issue,” CNRS research seminar, Lille, France (2013).
On the Interdependence of Marketing, Branding and Consumer Culture, Karlsruhe International
The Vision of Contemporary Marketing, University of Neuchatel, Switzerland. (2012)
Green Consumer Market Segmentation with Bayesian Model, Green Mobility Conference,
Beijing, China. (2011)
Aesthetics, Materialism, and Life Satisfaction, Consumer Culture Conference, Olomouc, Czech
Listening In Method with Monte Carlo Simulation to Decipher Consumer Motivations for Green
Cars, LCRE European Marketing Association, Helsinki, Finland. (2010)
Aesthetic Attitude and Materialistic Attitude, C4 Conference, Chicago. (2010)
Consumer Desire and Consumer Value Investigation, C4 Conference, Chicago. (2009)
Do Consumers Walk the Talk? Consumer Attitude and Action. Green Conference, Oakland University, Rochester, MI (2008)
An Application of Structural Equation Modeling. American Statistical Association, Detroit Chapter. (2007)
Marketing to .com Generation, SINANA (International Conference of Digital and Alternative Arts), Paris, France. (2007)
Ambiguous Goals and Optimistic Attitudes. Yale Center for Consumer Insights Annual Conference. (2007)
Do Possessors Really Have a Stronger Desire to Possess than “Non Possessors”? Association for Consumer Research Annual Conference. (2005)
Collection and Museum Visits—a Measurement Review, EMAC (European Marketing Association Conference), Milan. (2004)
Principal Component Analysis: Scales and Items Development. INSEAD-HEC-ESSEC Research Seminar. (2002)
Awards/GrantsChen, Yu (2015), Grant “The Individual Development Awards Program,” SUNY competition (submitted on Jan. 31st 2015).
Chen, Viviane, David Hung and Guido Berens (2013), Green Economy in China—Europe-China Call. First Round acceptance.