Zoe Lu

Biography

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 diverse research interests, mainly in pricing, promotion, and prosocial behaviors. Recently, she has been studying how to leverage the upsides of psychological ownership and how to mitigate the downsides of psychological ownership. 

Prior to her doctoral studies, Dr. Lu mainly worked as a product marketing manager in the telecommunication industry, optimizing inbound and outbound marketing activities.

Research

• It Looks Like "Theirs": When and Why Human Presence in the Photo Lowers Viewers' Liking for an Experience Venue
• "SALE": A Simple Method to Increase Purchase Quantity
• Are People More Selfish After Giving Gifts?
• WTP or WTB: How the Elicitation Method Impacts the Valuation of a Promotion
• The Teasing Effect
• Negative Hedonic Reactions toward Approaching Stimuli
• Unit Asking: A Method to Boost Donations and Beyond

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