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Yunke Huang is a second-year PhD researcher in the Department of Digital and Data-Driven Marketing at ¾ÅÉ«ÊÓƵ Business School, ¾ÅÉ«ÊÓƵ. Her research explores consumer psychology, consumer misbehaviour, prosocial behaviour, and visual anthropomorphism. She holds a master’s degree in International Business and a bachelor’s degree in Business Management. Yunke joined the Department of Digital and Data-Driven Marketing at ¾ÅÉ«ÊÓƵ Business School in 2023.