Lu Fang

Lu Fang is a doctoral candidate in Marketing at HKUST Business School. She was a visiting scholar at the Ross School of Business, University of Michigan. 

Her research focuses on consumer behavior in emerging technology platforms, including how consumers interpret quantification feedback from digital devices such as smartwatches, as well as how they infer the motivations of older individuals in consumer-to-consumer (C2C) marketplaces and decide whether to engage with them commercially. Lu adopts a multi-method approach in her research, including lab experiments, machine learning, and eye-tracking. She has presented her work at leading conferences such as ACR and SCP. She is an AMA‑Sheth Foundation Doctoral Consortium Fellow (Ohio State University, 2025).