Portrait Photo

Yanping Tu

Assistant Professor
University of Florida,
Warrington College of Business
Marketing Department
Marketing Gainesville FL 32611
Stuzin Hall 260
(352) 273-3274

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
Warrington Directory