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Sik Chuen (Max) Yu

BBusMan(Hons) UQ
PhD Candidate; Tutor

The University of Sydney
NSW 2006 Australia


Max has always been interested in the consumer decision making. He decided to pursue the field of academia when he had the opportunity to do his honours degree in University of Queensland in 2012. Max joins University of Sydney in 2014 with much enthusiasm to pursue his doctor degree.

Thesis working title

Political Ideology and Word-of-Mouth

Word-of-mouth tactics (e.g., online reviews) play an increasingly important role in contemporary marketing. While this area has received much attention in the literature, relatively little is known about the effects of individuals’ social ideals on word-of-mouth. This research studies how consumers’ political ideology (i.e., conservative versus liberal) affects their behaviour in word-of-mouth.

Supervisors: Donnel Briley, Pennie Frow