Lora Tu

Assistant Clinical Professor - Marketing

Contact Information

Campus Phone:  (254) 710-6997
Mailing Address:  One Bear Place #98007
Waco, TX  76798-8007
Office Location:  Foster Business and Innovation¬†220.01

Educational Background

  • PHD - Marketing, Univ Texas San Antonio

Work Experience

  • Clinical Assistant Professor of Marketing, Baylor University (August 2014 - Present)
  • Instructor, University of Texas at San Antonio (August 2011 - May 2013)
  • Instructor, University of Texas at Pan American (January 2008 - May 2008)
  • Instructor, South Texas College (August 2007 - December 2007)

Awards and Honors

  • AMA Best Paper Award, American Marketing Association (August 2017)
  • Circle of Achievement Award, Mortar Board, Baylor University (March 2017)
  • Outstanding Professor Award 2015-2016, Student-athletes of Baylor University (April 2016)
  • 2013 ACR/Sheth Dissertation Award, Association for Consumer Research (October 2013)

Professional Memberships

  • American Marketing Association (2012 - Present)
  • Association of Consumer Research (2012 - Present)
  • Society of Consumer Psychology (2012 - Present)


Basic or Discovery Scholarship

"A Short 8-item Scale for Measuring Consumers' Local-Global Identity," International Journal of Research in Marketing, Vol. 29, No. 1, (February 2012), pp. 35-42.

Presentations and Proceedings

Basic or Discovery Scholarship

"Dollar Smart and Penny Foolish? How Culture Affects Price Cognition," presented at the Academy of Marketing Science - World Marketing Conference, Paris, France, July 2016 (coauthors: Chris Pullig).

"Are Asian Parents Superior? The impact of Self-construal in Parental Education Spending," Proceedings of the 2015 Summer AMA, Chicago, MI, August 2015.

Teaching and Learning Scholarship

"Developing Marketing Students That Industry Wants: Maximal Impact, Reasonable Efforts," Proceedings of the 2015 Summer AMA, Chicago, MI, August 2015.

"Power Distance Belief and Education Advertising Execution," Proceedings of the 2013 Association for Consumer Research, Chicago, MI, October 2013 (coauthors: Yinlong Zhang).
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