Yanping Tu

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Research Interests

Judgment and Decision Making, Consumption in Social Contexts, Experience and Desire, Goal Pursuit


Education

University of Chicago, USA
     Ph.D., Marketing, 2010-2015 (Expected)
     M.B.A. 2012-2015 (Expected)

Peking University, China
     B.A., Economics, 2006-2009
     B.S., Psychology, 2005-2009


CV

Contact:  ytu@chicagobooth.edu



Yanping Profile

PhD Candidate in Marketing,
Booth School of Business, University of Chicago


Dissertation: Connected Consumption

Committee: Ayelet Fishbach (chair), Christopher K. Hsee, Dilip Soman, Abigail Sussman.

Abstract: We frequently make consumption decisions for ourselves with others’ consumption information (e.g., online review, street fashion), and make consumption decisions for the self and other together (e.g., pick a restaurant for a get-together). As social animals, we are connected—we experience fuzzy self-other boundary and thus a sense of connectedness. Such self-other connection, I propose, leads consumers to view each other’s totally independent consumption as connected, and influences decisions for the self and decisions for the self and other together. I present evidence that “connected consumers” 1) focus on what the self-other collective gets (instead of what the self or the other gets), and 2) mentally share each others’ consumption. Specifically I explore the circumstances under which consumers 1) take away close others' consumption resources more often, 2) violate close others' intellectual property more often, 3) conform to information on others' preference more than consumption, and 4) satiate on others’ food consumption.


Research Papers

Tu, Yanping and Dilip Soman (2014), "The Categorization of Time and Its Impact on Task Initiation," Journal of Consumer Research, 41(3), 810-22.
[Selected media coverage]: The Economist, The Atlantic

*Hsee, Christopher K., *Yanping Tu, Zoe Y. Lu, and Bowen Ruan (2014), "Approach Aversion: Negative Hedonic Reactions Toward Approaching Stimuli," Journal of Personality and Social Psychology, 106(5), 699-712. * The first two authors contributed equally.
[Selected media coverage]: Harvard Business Review (Interview)

Zhang, Ying and Yanping Tu (2011), "The Impact of Associative Strength on Performance in Goal Pursuit," Journal of Experimental Social Psychology, 47(6), 1088-1095.

Tu, Yanping, Alex Shaw, and Ayelet Fishbach (invited revision), "The Friendly Taking Effect: When Interpersonal Closeness Leads to Seemingly Selfish Choice," Journal of Consumer Research. (Dissertation essay 2) [Email for copy]

Tu, Yanping and Ayelet Fishbach (invited revision), "Words Speak Louder: Conforming to Words More Than Actions," Journal of Personality and Social Psychology. (Dissertation essay 1) [Email for copy]

Tu, Yanping and Christopher K. Hsee (under revision), "The Impact of Sample Location on Consumers' Desire for the Target Product." [Email for copy]

Tu, Yanping and Ayelet Fishbach (working paper), "Vicarious Satiation and Variety Seeking within Groups." [Email for copy]

Tu, Yanping and Christopher K. Hsee (working paper), "The Impact of Consumption Intention on the Effectiveness of Sampling Experiences."

Tu, Yanping and Ayelet Fishbach (working paper), "When Role Models Decrease Motivation."


Selected Work in Progress

Tu, Yanping and Ayelet Fishbach, "Intellectual Property Infringement."

Tu, Yanping and Ayelet Fishbach, "Hedonic Editing for Group Consumption."

Tu, Yanping, Jing Xu, and Dilip Soman, "A Compensatory Model of Consumer-Product Cooperation."


Honors and Awards

Yale Whitebox Advisors Graduate Student Conference Travel Stipend Recipient, 2014
Katherine Dusak Miller Fellowship, University of Chicago, 2013
Dean’s Award for Teaching Excellence (EMBA core: Negotiation), University of Chicago, 2013
Dean’s Award for Teaching Excellence (EMBA core: Managerial Decision Making), University of Chicago, 2013
Dean’s Award for Teaching Excellence (EMBA core: Negotiation), University of Chicago, 2012
Oscar Meyer Fellowship, University of Chicago, 2011
PhD Fellowship, Booth School of Business, University of Chicago, 2010-present
President Fellowship (top 1-2%), Peking University, 2009
ESEC Scholarship, Peking University, 2008
Best Paper Award, Annual Conference of China Marketing Science, 2008
President Independent Research Fellowship for Undergraduate, Peking University, 2007
Dean’s Award for Academic Excellence, Peking University, 2006


Conference Presentations

“The Friendly Taking Effect: When Interpersonal Closeness Leads to Seemingly Selfish Choice,” (with Alex Shaw and Ayelet Fishbach) paper accepted to be presented at the annual conference of the Society for Judgment and Decision Making (SJDM), Long Beach, CA, 2014 (Nov).

“Are All Teasers Created Equal? The Effectiveness of Sampling Experiences on Desire for the Target Product,” (with Christopher K. Hsee) paper accepted to be presented at the annual conference of the Association for Consumer Research (ACR), Baltimore, MD, 2014 (Oct).
• Symposium “Samples, Perks, and Brand Loyalty”, chair

“The Impact of Sample Location on Consumers' Desire for the Target Product” (with Christopher K. Hsee) paper presented at Annual Whitebox Advisors Graduate Student Conference, Yale School of Management, 2014 (May).

“Does a Teaser Always Tease?” (with Christopher K. Hsee) poster presented at the Society for Judgment and Decision Making Annual Conference (SJDM), Toronto, 2013 (Nov).

“Preferring the Same, but Consuming Differently,” (with Ayelet Fishbach) paper presented at the Society for Consumer Psychology Annual Conference (SCP), San Antonio, 2013 (Feb).

“Preferring the Same, but Consuming Differently: Vicarious Satiation and Variety-seeking in Groups,” (with Ayelet Fishbach) paper presented at the annual conference of the Association for Consumer Research (ACR), Vancouver, BC, 2012 (October).
• Symposium “A Variety of Views on Variety-seeking”, co-chaired with Aner Sela

“Preferring the Same, but Consuming Differently,” (with Ayelet Fishbach) paper presented at Behavioral Decision Research in Management Conference (BDRM), Boulder, CO, 2012 (June).

“Looking Ahead: Duration Markers and Their Effects on Choice,” (with Dilip Soman) paper presented at the annual conference of the Association for Consumer Research (ACR), St. Louis, MO, 2011 (October).
• Symposium “Making Decisions by Sense of Time”, co-chaired with Kyu Kim


Student Research Advising

Phyliss Gai (Master Thesis), “Temporal Preference for Consumption Episodes in Close Relationship,” University of Chicago, 2014

Angela Wang (Undergraduate Independent Study), “Set Completion in Close Relationship,” University of Chicago, 2013


Professional Service

Trainee reviewer, Journal of Consumer Research (2014-present)
Competitive paper reviewer, ACR, 2013, 2014
Individual papers reviewer, SCP, 2013
Poster reviewer, ACR, 2012


References

Ayelet Fishbach (Ayelet.Fishbach@chicagobooth.edu; 1-773-834-8673)
Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing, University of Chicago

Christopher K. Hsee (Christopher.Hsee@chicagobooth.edu; 1-773-702-7728)
Theodore O. Yntema Professor of Behavioral Science and Marketing, University of Chicago

Dilip Soman (Dilip.Soman@rotman.utoronto.ca; 1-416-946-0195)
Corus Chair in Communication Strategy Professor of Marketing, University of Toronto

Abigail Sussman (asussman@chicagobooth.edu; 1-773-834-2030)
Assistant Professor of Marketing and Charles M. Harper Faculty Fellow, University of Chicago


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