Ph.D. Candidate in Marketing / Graduate Research Assistant
Mike Ilitch School of Business
2771 Woodward Avenue
Detroit, MI 48201
B.A., Shanghai International Studies University (Shanghai, China)
Research and teaching interests
- Consumer Behavior and Psychology
- Digital Marketing and Ecommerce
- Cross-cultural Consumer Behavior
- Marketing Management
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.
- 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).