Lingjiang 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

  • BA, North China U Of Tech
  • MA - Communication Studies, Univ Central Florida
  • PHD - Marketing, Univ Texas San Antonio
  • MA - Communication, University of Central Florida
  • BA - English Language and Literature, North China University of Technology

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

  • 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

"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).

"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.
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