Zoe Lu

photo of Zoe Lu

Zoe Lu

  • Assistant Professor
Office Address


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 psychological ownership, promotion, and prosocial behaviors. Her research has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Personality and Social Psychology, Psychological Science, etc. Recently, she has been studying how to leverage the upsides of psychological ownership and how to mitigate the downsides of psychological ownership in consumer behavior or decision making. 

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


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
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