I am an Assistant Professor of Marketing at Duke University. My research focuses on repeat consumption and novelty seeking, change perception, social influence, and media psychology.

I’m interested in questions about how and why we choose between new and old experiences, what makes us believe a change has occurred, how the social environment pushes us to behave differently, and how stories shape our decisions and preferences.

My research has been published in the Journal of Personality and Social Psychology and the Proceedings of the National Academy of Sciences.

I received my Ph.D. in Behavioral Science from the University of Chicago, Booth School of Business, I received a Post-baccalaureate Certificate in Psychology from the University of California, Berkeley, and I received my B.A. in Sociology from the University of California, Santa Cruz.

Some of my ongoing work looks at:

• Why do people engage in repeat consumption?

• Can reintroducing familiarity make experiences better?

• Do consumers seek variety more when choices contain other choices (e.g., restaurants vs. menu items)?

• Being a pivotal voter causes bias in group decisions—how can this bias be undone?

If you’d like to connect to discuss research, email me at yuji.winet@duke.edu.