معرفی
Lingjiang Lora Tu is a Clinical Associate Professor of Marketing at Baylor University, specializing in consumer psychology and cross-cultural marketing. Her work explores identity processing, cognitive-behavioral dynamics in marketing, and educational marketing strategies.
- PhD in Marketing from University of Texas at San Antonio (2014)
- MA in Communications from University of Central Florida (2002)
- BA in English from North China University of Technology (1994)
Her research bridges behavioral science and marketing, focusing on self-construal effects, power distance beliefs, and price cognition. Key methodological contributions include developing the local-global identity scale.
The publication trends show consistent exploration of cross-cultural consumer behavior (2012-2025), with recent emphasis on educational marketing and psychological frameworks in decision-making.
Scientific recognition includes
- Sheth Dissertation Award (Association of Consumer Research)
- Best Paper Award (American Marketing Association)
Contact: Lingjiang_Tu@baylor.edu
