Dr. Yafei Guo

Assistant Professor

University of North Texas

Department of Marketing

Email: Yafei.Guo@unt.edu

PhD, University of Illinois Urbana-Champaign, 2024

Major: Business Administration

Teaching

Torelli, C.J., Guo, Y. (2023). Cultural Determinants of Identity: Consequences for Consumer Behavior. The Routledge Handbook of Identity and Consumption. (2) 378-389. London, Routledge.

Torelli, C.J., Guo, Y., Cho, H. (2022). Women’s Attitudes toward Sexual Objectification in Brands: A Political Ideology Perspective. Journal of the Association for Consumer Research. 49 231-232.
Guo, Y. (2022). Collectivism Fosters Preventive Behaviors to Contain the Spread of COVID-19: Implications for Social Marketing in Public Health. Psychology & Marketing. 39 (4) 694-700. 10.1002/mar.21613

Daniel, C. (Author), Guo, Y. (Author), Euh, H. (Author), Society for Consumer Research, No “Dirty” Businesses? How Political Ideology Shapes Secondhand Product Purchase, United States of America. (2025 - 2025).
Sung, Y. (Author), Guo, Y. (Author), Association for Consumer Research, Understanding and Overcoming Consumer Resistance to Gifting Secondhand Products, France. (2024 - 2024).

Committee Member, Department Scholarship & Recognition Committee. (October 2024 - Present).

Reviewer, Ad Hoc Reviewer, Affective Science. (June 2025 - July 2025).
Reviewer, Ad Hoc Reviewer, Journal of Consumer Affairs. (May 2025 - June 2025).
Reviewer, Ad Hoc Reviewer, Humanities & Social Sciences Communications. (April 2025 - May 2025).
Reviewer, Ad Hoc Reviewer, International Journal of Consumer Studies. (December 2024 - January 2025).
Reviewer, Ad Hoc Reviewer, Society for Consumer Psychology. (November 2023 - November 2024).
Reviewer, Ad Hoc Reviewer, Association for Consumer Research. (May 2023 - June 2023).