Yuji Winet

Yuji Winet is an Assistant Professor of Marketing at the Fuqua School of Business, Duke University. His research centers on how people make tradeoffs between novelty and familiarity, how social environments influence decision making, and how perceptions of change influence behavior. He received his Ph.D. in Behavioral Science from the University of Chicago, Booth School of Business, his Post-baccalaureate Certificate in Psychology from the University of California, Berkeley, and his B.A. in Sociology from the University of California, Santa Cruz.

Yuji K. Winet's research explores how novelty and familiarity influence consumer behavior, particularly in the context of experiential consumption. His work examines how social influence and group decision-making processes shape individual and collective choices. Winet's studies highlight the role of perceived endings in motivating repeat consumption and the impact of pivotal voting on group outcomes. His research also investigates familiarity seeking and asymmetric variety seeking in hierarchical decision-making contexts. Additionally, he explores how responsibility targeting affects collective moral judgment. These studies contribute to understanding the psychological and social dynamics underlying consumer and group behavior.