Lora Tu

Clinical Associate Professor - Marketing

Contact Information

Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Paul L. Foster Campus for Business and Innovation┬áMarketing.220.01

Educational Background

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

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

  • Favorite Professor of Hankamer School of Business, Beta Gamma Sigma (April 25, 2023)
  • Nomination for the Teaching Excellence Award (Clinical), HSB (April 2022)
  • Nomination for Teaching Excellence Award (Clinical), HSB (December 2018)
  • 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, Vol. 59, No. 1, (February 2022), pp. 173-190 (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

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