Shenrui Deng

Assistant Professor

Auburn University

United States

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Shenrui Deng is an Assistant Professor at Auburn University in the United States. His research areas include consumer behavior in food and wine tourism, the influence of social presence in virtual reality, and wellness hotel customer segmentation. He has published recent articles that explore topics such as plant-based diets, tipping dynamics, and the impact of gender cues on consumer choices.

Articles (10)

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2025

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2025

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2024

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2024

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2024

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2024

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2023

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2023

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2022

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2022

Collaborators (2)

Soobin Seo

Associate Professor

Washington State University

UNITED STATES

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Christina geng-qing Chi

Professor

Washington State University

UNITED STATES

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Shenrui Deng

Research Interests

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Articles (10)

Greener plates ahead: why young americans are ditching traditional meat for plant-based alternatives

Rethinking tipping request: Examining consumer reactions in emerging tipping contexts

Error Aversion Versus Error Management: Does Organizational Error Culture Affect Employees’ Customer Orientation?

When virtual others are with me: exploring the influence of social presence in virtual reality wine tourism experiences

The eyes have it: How do gender cues in wine labels influence U.S. women wine consumers?

Wellness on the go: Motivation-based segmentation of wellness hotel customers in North America

Action and inaction regret in fine-dining decisions: the impact of the focal customer, sommelier and dining companion

Metaverse in services marketing: an overview and future research directions

Framing Food Tourism videos: What drives viewers’ attitude and behavior?

What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences

Collaborators (2)

Soobin Seo

Christina geng-qing Chi

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