Yanping Tu


    Hello! My name is Yanping Tu. I am a PhD Candidate in Marketing in the Booth School of Business at the University of Chicago. I am interested in consumer behavior, and judgment and decision making, with a focus on consumption in social contexts, consumer experience, and desire.

    In August 2015, I will be joining the Warrington College of Business Administration at the University of Florida as Assistant Professor of Marketing.


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


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.

Selected 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."

University of Chicago | Booth School of Business

Copyright © 2014 Yanping Tu