Portrait Photo

Yanping Tu

Assistant Professor

University of Florida
Warrington College of Business
Marketing Department
Stuzin Hall 260
Marketing
Gainesville, FL 32611

(352) 273-3274
Email | Homepage

Education

  • MBA - The University of Chicago, 2015
  • PhD - Marketing, The University of Chicago, 2015
  • BA - Economics, Peking University, 2009
  • BS - Psychology, Peking University, 2009

Research Areas

  • Judgment and Decision Making
  • Consumption in Social Contexts
  • Consumption Experience
  • Happiness
  • Enjoyment
  • Desire

Hedonomics: On Subtle Yet Significant Determinants of Happiness
Published Year: 2018
Authors: Yanping Tu, Christopher Hsee


Motivation in a Social Context: Coordinating Personal and Shared Goal Pursuits with Others
Accepted Year: 2016
Authors: Ayelet Fishbach, Janina Steinmetz, Yanping Tu

When friends exchange negative feedback
Journal: Motivation and Emotion
Published Year: 2017
Authors: Stacey Finkelstein, Ayelet Fishbach, Yanping Tu


Consumer happiness derived from inherent preferences versus learned preferences
Journal: Current Opinion in Psychology
Published Year: 2016
Authors: Yanping Tu, Christopher Hsee


Pursuing Goals with Others
Journal: Social and Personality Psychology Compass
Published Year: 2016
Authors: Ayelet Fishbach, Yanping Tu


The Friendly Taking Effect: How Interpersonal Closeness Leads to Seemingly Selfish Yet Jointly Maximizing Choice
Journal: Journal of Consumer Research
Published Year: 2016
Authors: Yanping Tu, Alex Shaw, Ayelet Fishbach


Words Speak Louder: Conforming to Preferences More Than Actions
Journal: Journal of Personality and Social Psychology
Published Year: 2015
Authors: Ayelet Fishbach, Yanping Tu


The Categorization of Time and Its Impact on Task Initiation
Journal: Journal of Consumer Research
Published Year: 2014
Authors: Yanping Tu, Dilip Soman


Approach Aversion: Negative Hedonic Reactions Toward Approaching Stimuli
Journal: Journal of Personality and Social Psychology
Published Year: 2014
Authors: Christopher Hsee, Zoe Lu, Bowen Ruan, Yanping Tu


The impact of associative strength on performance in goal pursuit
Journal: Journal of Experimental Social Psychology
Published Year: 2011
Authors: Ying Zhang, Yanping Tu