Lingjiang Lora Tu

Professional Summary

Lora Tu is a clinical associate professor of Marketing. She received her PhD in Marketing from the University of Texas at San Antonio. Tu is a behavior scientist, with research focus on consumer psychological issues and their marketing implications for cross-cultural differences. Her research received prestigious awards including the Sheth Dissertation Award by Association of Consumer Research and the Best Paper Award by American Marketing Association. Her research has been published in leading marketing journals including Journal of Marketing Research, Marketing Letters and International Journal of Research in Marketing. Tu’s research received worldwide media attention including NPR, KGO 810 Consumer Talk, Market Business News and Neuroscience News, as well as many other internet and TV news outlets.

Education

2014 – PhD, Marketing, University of Texas at San Antonio, San Antonio, Texas

2002 – MA, Communications, University of Central Florida, Orlando, Florida

1994 – BA, English, North China University of Technology, Beijing, China

Courses

MKT 3305 Principles of Marketing

Research Interests

• Identity
• Information Processing
• Education Marketing
• Cross-cultural Consumer Psychology

Selected Publications

• Tu, L., Kwon, J & and Gao, H (2022), “Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive versus Affective Appeal in Education Marketing Messages," Journal of Marketing Research, Vol. 59, No. 1, (February 2022), pp. 173-190.
• Tu, L. & Pullig, C. (2018), “Penny Wise and Pound Foolish? How Thinking Style Affects Price Cognition,” Marketing Letters, 29 (1), 261-273.
• Tu, Lingjiang Lora and Yinlong Zhang (2017) ,"How Accepting Hierarchy Impacts Information Processing", in Advances in Consumer Research(Vol. 45), eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN: Association for Consumer Research, 922-923.
• Tu, L.,  Khare A. & Zhang, Y. (2012), “A Short 8-item Scale for Measuring Consumers’ Local-Global Identity,” International Journal of Research in Marketing, 29 (1), 35-42.