Yin‐Hui Cheng

The impact of self‐confidence on the compromise effect

Shih‐Chieh Chuang, Yin‐Hui Cheng, Chia‐Jung Chang et al. · International Journal of Psychology · 2012 · 67 citations · Full text

The Effect of Companion's Gender on Impulsive Purchasing: The Moderating Factor of Cohesiveness and Susceptibility to Interpersonal Influence

Yin‐Hui Cheng, Shih‐Chieh Chuang, Sui‐Min Wang et al. · Journal of Applied Social Psychology · 2012 · 51 citations

Behavioral Decision Making, Consumer Study, Social Psychology +20

The Compromise Effect in Choosing for Others

Chung‐Chau Chang, Shih‐Chieh Chuang, Yin‐Hui Cheng et al. · Journal of Behavioral Decision Making · 2011 · 46 citations

Negotiation, Behavioral Decision Making, Choice Theory +22

Profitability decided by patent quality? An empirical study of the U.S. semiconductor industry

Yin‐Hui Cheng, Fu-Yung Kuan, Shih‐Chieh Chuang et al. · Scientometrics · 2009 · 30 citations

Patent Pool, Empirical Study, Patent Drafting +11

The Effect of Terminologies on Attitudes Toward Advertisements and Brands: Consumer Product Knowledge as a Moderator

Shih‐Chieh Chuang, Chia-Ching Tsai, Yin‐Hui Cheng et al. · Journal of Business and Psychology · 2009 · 25 citations

Marketing, Brand Equity, Attitudes Toward Advertisements +10