Lingjiang Lora Tu

Clinical Associate Professor - Marketing

Contact Information

Campus Phone:  (254) 710-6997
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Foster Business and Innovation┬áMarketing.220.01

Educational Background

  • BA, North China U Of Tech
  • MA - Communication Studies, Univ Central Florida
  • PHD - Marketing, University Of Texas San Antonio

Work Experience

  • Clinical Associate Professor of Marketing, Baylor University (February 2020 - Present)
  • Clinical Assistant Professor of Marketing, Baylor University (August 2014 - January 2020)
  • 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

  • Certificate for Exceptional Research, Hankamer School of Business (October 2018)
  • Favorite Professor of Hankamer School of Business, Beta Gamma Sigma (April 25, 2018)
  • 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

"Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive versus Affective Appeal in Education Marketing Messages," Journal of Marketing Research, (2021) (coauthors: JaeHwan Kwon, Huachao Gao).

"Penny Wise and Pound Foolish? How Thinking Style Affects Price Cognition," Marketing Letters, Vol. 29, No. 2, (June 2018), pp. 261-273 (coauthors: Chris Pullig).

"Feelings or reasons: The impact of Power Distance Belief," Advances in Consumer Research, Vol. 45, No. 45, (November 2017).

"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 (coauthors: Adwait Khare, Yinlong Zhang).

Presentations and Proceedings

Basic or Discovery Scholarship

"How Accepting Inequity Impacts Reliance on Information Type," Proceedings of the Summer AMA 2017, San Francisco, September 2017 (coauthors: Yinlong Zhang).

"The Impact of Holistic Thinking on Price Magnitude Perception," Proceedings of the Summer AMA 2017, San Francisco, September 2017 (coauthors: Chris Pullig).
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