Lu Yu

Lu Yu


Ph.D. Candidate in Marketing / Graduate Research Assistant



Mike Ilitch School of Business
2771 Woodward Avenue
Room 446
Detroit, MI 48201

Academic Programs

  • Marketing

Lu Yu


Lu Yu is a marketing Ph.D. student at Mike Ilitch School of Business, pursuing research in the fields of digital marketing, consumer behavior and psychology. Born and raised in China, Lu graduated from Shanghai International Studies University in 2013 with a bachelor's degree in Japanese and she has three years working experience at PwC as a business consultant for multinational companies. Later, she come back to school and obtained an MBA degree from Nanyang Technological University in 2018. After MBA, Lu decided to pursue a career in academia. She hopes to gain deeper understanding of consumer psychology and conduct research in the quickly changing digital age, studying technological and cultural forces that impact consumer behavior in the marketplace.

Lu lives in Troy, Michigan with her family. She is a foodie and a big movie fan. She also loves traveling and enjoys spending time with her little kid, Westin.


M.B.A., Nanyang Technological University (Singapore) and Waseda University (Tokyo, Japan)

B.A., Shanghai International Studies University (Shanghai, China)

Research and teaching interests

 Research Interests

  • Consumer Behavior and Psychology
  • Digital Marketing and Ecommerce
  • Cross-cultural Consumer Behavior


  • Marketing Management



Published Conference Proceedings
  • L. Yu, A. Mannem, and A. Yaprak (2021), “Trust, Satisfaction, Loyalty and Intentions in the Sharing Economy: Research Propositions”, AMA Summer Academic Conference (electronic archive).
  • A. Mannem, L. Yu, and A. Yaprak (2021), “Middle Consumers in China and India: Characteristics, Clusters, and Implications”, AIB Annual Conference (electronic archive).
  • A. Mannem, L. Yu, and A. Yaprak (2021), “Affective States, Cognition, Message Appeals, Country-of-Origin and Quality Perceptions: Research Propositions”, AMA Winter Academic Conference (electronic archive).
  • L. Yu, A Mannem, and A. Yaprak (2020), “Personal Values, Identity, and Consumption Orientations: Research Propositions”, AMA Summer Academic Conference, Proceedings (electronic archive).

Courses taught by Lu Yu

Spring-Summer Term 2024 (future)

Winter Term 2024

Fall Term 2023

Spring-Summer Term 2023

Fall Term 2022

Spring-Summer Term 2022