Yanping Tu

Positions

Associate Professor of Marketing, 2024-present, Hong Kong Polytechnic University

Presidential Young Scholar, 2024-

Associate Professor of Marketing, 2021-2024, Peking University

Assistant Professor of Marketing, University of Florida, 2015-2021

John I. Williams Jr. Professor of Marketing, 2020-2021

Education

2015 PhD in Marketing, University of Chicago, USA

2015 MBA, University of Chicago, USA

2009 BS in Psychology & BA in Economics, Peking University, China

Research Interests

Social Influence, Joint Consumption, Context Effects, Decision Bias
Social Relationship Marketing, Digital Marketing, Digital Economy

Links

Google Scholar | Research Gate | PolyU

Yanping Tu is a behavioral scientist and currently Associate Professor of Marketing at Hong Kong Polytechnic University. Her research is at the intersection of social psychology and judgement decision making. Specifically, she explores social influence, context-dependent choices, and decision biases. Her research offers implications for social relationship marketing, digital marketing, and the digital economy.

Yanping Tu has published in premier outlets such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Personality and Social Psychology, the Production and Operations Management, Harvard Business Review, and so on. Her work was also widely covered by media, including the New York Times, The Economist, Harvard Business Review, Forbes, The Atlantic, Fast Company, Scientific American, and so on.