Zoe Lu

Assistant Professor

Office GWBC-402Q
Phone 504.865.6555
Email ylu22@tulane.edu
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Dr. Lu is an assistant professor of marketing at the Freeman School of Business. She joins Tulane from the University of Wisconsin – Madison, where she earned her PhD in marketing with a minor in social psychology.

She has broad research interests, covering incentive design, pricing, promotion, product design, psychological ownership, social well-being, etc. Recently, she has been working on how to use machine learning techniques to analyze the impact of social media content on consumers’ attitudes and perceptions. Prior to her doctoral studies, Dr. Lu mainly worked as a product manager in the telecommunication industry, optimizing both inbound and outbound marketing activities.


Lu, Zoe Y., and Christopher K. Hsee. "Less willing to pay but more willing to buy: How the elicitation method impacts the valuation of a promotion." Journal of Behavioral Decision Making, 32.3 (2019): 334-345.

Ruan, Bowen, Christopher K. Hsee, and Zoe Y. Lu. "The teasing effect: An underappreciated benefit of creating and resolving an uncertainty." Journal of Marketing Research, 55.4 (2018): 556-570.

Hsee, Christopher K., Yanping Tu, Zoe Y. Lu, and Bowen Ruan. "Approach aversion: Negative hedonic reactions toward approaching stimuli." Journal of Personality and Social Psychology, 106.5 (2014): 699-712.

Hsee, Christopher K., Jiao Zhang, Zoe Y. Lu, and Fei Xu. "Unit asking: A method to boost donations and beyond." Psychological Science, 24.9 (2013): 1801-1808.

Education & Affiliations

Ph.D. in Marketing, University of Wisconsin-Madison
M.S. in Business Administration, Shanghai Jiaotong University
B.Eng. in Civil Engineering, Shanghai Jiaotong University