Yanping Tu. Judgment and Decision Making, Consumption in Interpersonal Contexts, Experience and Desire, Goal Pursuit

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1 Yanping Tu 1/7 Yanping Tu The University of Chicago, Booth School of Business 5807 South Woodlawn Avenue Chicago IL USA Mobile: Website: 00 EDUCATION University of Chicago, USA Ph.D. in Marketing, (Expected) M.B.A., (Expected) Peking University, China B.A. in Economics, B.S. in Psychology, RESEARCH INTERESTS Judgment and Decision Making, Consumption in Interpersonal Contexts, Experience and Desire, Goal Pursuit DISSERTATION: CONNECTED CONSUMPTION Committee: Ayelet Fishbach (chair), Christopher K. Hsee, Dilip Soman, Abigail Sussman. Abstract: We frequently make consumption decisions for ourselves with others consumption information (e.g., online review, street fashion), and make consumption decisions for the self and other together (e.g., pick a restaurant for a get-together). As social animals, we are connected we experience fuzzy self-other boundary and thus a sense of connectedness. Such self-other connection, I propose, leads consumers to view each other s totally independent consumption as connected, and influences perception, judgment and decision. I present evidence that connected consumers 1) focus on what the self-other collective gets (instead of what the self or the other gets), and 2) mentally share each others consumption. Specifically I explore the circumstances under which consumers 1) take away close others' consumption resources more often, 2) violate close others' intellectual property more often, 3) conform to information on others' preference more than consumption, and 4) satiate on others food consumption. JOURNAL PAPERS: PUBLISHED AND UNDER REVIEW (ABSTRACTS IN APPENDIX) Tu, Yanping and Dilip Soman (2014), The Categorization of Time and Its Impact on Task Initiation, Journal of Consumer Research, 41(3), *Hsee, Christopher K., *Yanping Tu, Zoe Y. Lu, and Bowen Ruan (2014), Approach Aversion: Negative Hedonic Reactions Toward Approaching Stimuli, Journal of Personality and Social Psychology, 106(5), (*The first two authors contributed equally.) Zhang, Ying and Yanping Tu (2011), The Impact of Associative Strength on Performance in Goal Pursuit,

2 Yanping Tu 2/7 Journal of Experimental Social Psychology, 47(6), Tu, Yanping, Alex Shaw, and Ayelet Fishbach (invited revision), "The Friendly Taking Effect: When Interpersonal Closeness Leads to Seemingly Selfish Choice," Journal of Consumer Research. (Dissertation essay 2) Tu, Yanping and Ayelet Fishbach (invited revision), "Words Speak Louder: Conforming to Words More Than Actions," Journal of Personality and Social Psychology. (Dissertation essay 1) WORKING PAPERS (ABSTRACTS IN APPENDIX) Tu, Yanping and Christopher K. Hsee (under revision), "The Impact of Sample Location on Consumers' Desire for the Target Product." Tu, Yanping and Ayelet Fishbach (working paper), "Vicarious Satiation and Variety Seeking within Groups. Tu, Yanping and Christopher K. Hsee (working paper), "The Impact of Consumption Intention on the Effectiveness of Sampling Experiences." Tu, Yanping and Ayelet Fishbach (working paper), "When Role Models Decrease Motivation." SELECTED WORK IN PROGRESS Tu, Yanping and Ayelet Fishbach, "Intellectual Property Infringement." Tu, Yanping and Ayelet Fishbach, "Hedonic Editing for Group Consumption." Tu, Yanping, Jing Xu, and Dilip Soman, "A Compensatory Model of Consumer-Product Cooperation." STUDENT RESEARCH ADVISING Phyliss Gai (Master Thesis), Temporal Preference for Consumption Episodes in Close Relationship, University of Chicago, 2014 Angela Wang (Undergraduate Independent Research), Set Completion in Close Relationship, University of Chicago, 2013 AWARDS AND HONORS Yale Whitebox Advisors Graduate Student Conference Travel Stipend Recipient, 2014 Katherine Dusak Miller Fellowship, University of Chicago, 2013 Dean s Award for Teaching Excellence (EMBA core: Negotiation), University of Chicago, 2013 Dean s Award for Teaching Excellence (EMBA core: Managerial Decision Making), University of Chicago, 2013 Dean s Award for Teaching Excellence (EMBA core: Negotiation), University of Chicago, 2012 Oscar Meyer Fellowship, University of Chicago, 2011 PhD Fellowship, Booth School of Business, University of Chicago, 2010-present President Fellowship, Peking University, China, 2009 Best Paper Award, Annual Conference of China Marketing Science, 2008 President Independent Research Fellowship for Undergraduate, Peking University, 2007

3 Yanping Tu 3/7 CONFERENCE PRESENTATIONS (AS PRESENTER) The Friendly Taking Effect: When Interpersonal Closeness Leads to Seemingly Selfish Choice, (with Alex Shaw and Ayelet Fishbach) paper accepted to be presented at the annual conference of the Society for Judgment and Decision Making (SJDM), Long Beach, CA, 2014 (Nov). Are All Teasers Created Equal? The Effectiveness of Sampling Experiences on Desire for the Target Product, (with Christopher K. Hsee) paper accepted to be presented at the annual conference of the Association for Consumer Research (ACR), Baltimore, MD, 2014 (Oct). Symposium Samples, Perks, and Brand Loyalty, chair The Impact of Sample Location on Consumers' Desire for the Target Product (with Christopher K. Hsee) paper presented at Annual Whitebox Advisors Graduate Student Conference, Yale School of Management, 2014 (May). Does a Teaser Always Tease? (with Christopher K. Hsee) poster presented at the Society for Judgment and Decision Making Annual Conference (SJDM), Toronto, 2013 (Nov). Preferring the Same, but Consuming Differently, (with Ayelet Fishbach) paper presented at the Society for Consumer Psychology Annual Conference (SCP), San Antonio, 2013 (Feb). Preferring the Same, but Consuming Differently: Vicarious Satiation and Variety-seeking in Groups, (with Ayelet Fishbach) paper presented at the annual conference of the Association for Consumer Research (ACR), Vancouver, BC, 2012 (October). Symposium A Variety of Views on Variety-seeking, co-chaired with Aner Sela Preferring the Same, but Consuming Differently, (with Ayelet Fishbach) paper presented at Behavioral Decision Research in Management Conference (BDRM), Boulder, CO, 2012 (June). Looking Ahead: Duration Markers and Their Effects on Choice, (with Dilip Soman) paper presented at the annual conference of the Association for Consumer Research (ACR), St. Louis, MO, 2011 (October). Symposium Making Decisions by Sense of Time, co-chaired with Kyu Kim PROFESSIONAL SERVICE Trainee Reviewer, Journal of Consumer Research (2014-present) Competitive Paper Reviewer, ACR, 2013, 2014 Individual Papers Reviewer, SCP, 2013 Poster Reviewer, ACR, 2012 FUNDED PROPOSAL Charitable Giving across Cultures and Methods, University of Chicago, 09/ /2014, $8,300 TEACHING EXPERIENCE Managing in Organizations (MBA core; TA for Prof. Ayelet Fishbach) Negotiation (EMBA core; TA for Prof. Ayelet Fishbach) Managerial Decision Making (EMBA core; TA for Prof. Chris Hsee) 2014 Spring 2013 Fall 2013 Summer

4 Yanping Tu 4/7 Managing in Organizations (MBA core; TA for Prof. Eugene Caruso) Managing in Organizations (MBA core; TA for Prof. Eugene Caruso) Managing in Organizations (MBA core; TA for Prof. Ayelet Fishbach) Negotiation (EMBA core; TA for Prof. Ayelet Fishbach) Managing in Organizations (MBA core; TA for Prof. Wilhelm Hofmann) 2013 Summer 2013 Spring 2012 Fall 2012 Summer 2012 Spring PROFESSIONAL AFFILIATIONS Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Society for Judgment and Decision Making (SJDM) American Psychological Association (APA) Association for Psychological Science (APS) SELECTED DOCTORAL COURSEWORK Marketing Advanced Marketing Theory: Behavioral Science Approach (with Professor Oleg Urminsky) Advanced Marketing Theory: Quantitative Perspective (with Professor Ting Zhu) Marketing Literature Seminar I (with Professors Oleg Urminsky and Günter J. Hitsch) Marketing Literature Seminar II (with Professors Jean-Pierre Dubé and Anita Rao) Marketing Literature Seminar III (with Professors Günter J. Hitsch and Chris Nosko) Psychology Social Psychology (with Professor William Goldstein) Foundations of Social Psychology (with Professor Nicholas Epley) Advanced Seminar in Social Psychology (with Professor Joshua Correll) Cognitive Psychology (with Professor David Gallo) Judgment and Decision Making Topics in Judgment and Decision Making (with Professor William Goldstein) Cognitive Foundations of Judgment and Decision Making (with Professors Reid Hastie and George Wu) Current Topics in Behavior Science I (with Professors Ayelet Fishbach and Ann L. McGill) Current Topics in Behavior Science II (with Professors Eugene Caruso and Jane Risen) Current Topics in Behavior Science III (with Professors Christopher K. Hsee and Wilhelm Hofmann) Statistics and Methods Statistical Theory Statistical Inference Survey Questionnaire Design Experimental Design-1 Experimental Design-2

5 Yanping Tu 5/7 REFERENCES Ayelet Fishbach ) Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing, University of Chicago Christopher K. Hsee ) Theodore O. Yntema Professor of Behavioral Science and Marketing, University of Chicago Dilip Soman ) Corus Chair in Communication Strategy Professor of Marketing, University of Toronto Abigail Sussman ) Assistant Professor of Marketing and Charles M. Harper Faculty Fellow, University of Chicago

6 Yanping Tu 6/7 APPENDIX: SELECTED ABSTRACTS OF MANUSCRIPTS Tu, Yanping and Dilip Soman (2014), The Categorization of Time and Its Impact on Task Initiation, Journal of Consumer Research. Abstract: It could be argued that success in life is a function of a consumer s ability to get things done. The key step in getting things done is to get started. This research explores the effect of the categorization of time on task initiation. Specifically, we theorize that consumers use a variety of cues to categorize future points in time (events) into either events that are like the present event, or those that are unlike the present event. When the deadline of a task is categorized in a like-the-present category, it triggers the default implemental mindset and hence results in a greater likelihood of task initiation. A series of field and lab studies among farmers in India and undergraduate and MBA students in North America provided support to this theorizing. Our findings have implication for goal striving strategy and choice architecture. *Hsee, Christopher K., *Yanping Tu, Zoe Y. Lu, and Bowen Ruan (2014), Approach Aversion: Negative Hedonic Reactions Toward Approaching Stimuli, Journal of Personality and Social Psychology, 106(5), *The first two authors contributed equally. Abstract: We live in a dynamic world, surrounded by moving stimuli moving people, moving objects, and moving events. The current research proposes and finds an approach aversion effect individuals feel less positively (or more negatively) about a stimulus if they perceive it to be approaching rather than receding or static. The effect appears general, occurring whether the stimulus is initially negative or nonnegative and whether it moves in space (toward or away from here ), in time (toward or away from now ), or in probability (toward or away from sure ). This research complements extensive existing research on perceived static distance of stimuli (near vs. far) by exploring perceived dynamic movement of stimuli (approaching vs. receding), showing that the effect of movement is distinct from the effect of distance. Zhang, Ying and Yanping Tu (2011), The Impact of Associative Strength on Performance in Goal Pursuit, Journal of Experimental Social Psychology, 47(6), Abstract: The present research explored the hypothesis that strengthened attainment means goal association leads to enhanced performance in goal pursuit. We hypothesize that because of the instrumental nature of means goal association, strengthened associative strength leads to greater instrumentality expectancy of the means, which elicits greater motivation in the pursuit and hence better actual performance. We demonstrated in four studies that when the means is believed to facilitate goal attainment, a strong (vs. weak) means goal association leads to greater performance in goal pursuit. Conversely, when the means is perceived to undermine goal attainment, a strong (vs. weak) association results in worse performance in goal pursuit. Tu, Yanping, Alex Shaw, and Ayelet Fishbach (invited revision), "The Friendly Taking Effect: When Interpersonal Closeness Leads to Seemingly Selfish Choice," Journal of Consumer Research. (Job Market Paper; Dissertation essay 2) Abstract: This research documents the friendly taking effect : when choosing a consumption package for both the self and other, consumers are more likely to take away a close (versus distant) other s benefit by choosing the package that provides significantly larger self benefit and slightly less other benefit, even if future reciprocity is impossible (study 2), as long as doing so increases total benefit (study 3). We argue that this seemingly selfish behavior roots in a friendly intention (i.e., concern for the total benefit; we-oriented), and show that people focus more on (e.g., acquire, remember) total benefit information when the other is closer (study 4), and that reported importance of total benefit mediates this effect (study 5). We further rule out the possibility that people use the total benefit to justify selfishness, because they also give more to closer others

7 Yanping Tu 7/7 when doing so increases the total benefit (study 6). Tu, Yanping and Ayelet Fishbach (invited revision), "Words Speak Louder: Conforming to Words More Than Actions," Journal of Personality and Social Psychology. (Dissertation essay 1) Abstract: People generally conform to others choices. This research documents that conformity decreases once others have their chosen options, which suggests that words speak louder than actions: people conform to others preference more than actions. Specifically, people follow another person s food choice less if the person eats his or her selected food (study 1), and people follow others household items choices less if these choices are framed in terms of action ( others want to have ) rather than preferences ( others like; studies 2 and 3). We find that mentally sharing others actions underlies the decrease in conformity (studies 3 and 4), and that people choose differently in order to complement, rather than contradict, others choices (study 5). Finally, when both types of information on others action and preference are available simultaneously, people follow what others have less than what others prefer in online shopping and in consumption of online media (e.g., YouTube, study 6). Tu, Yanping and Christopher K. Hsee (under revision), " The Impact of Sample Location on Consumers' Desire for the Target Product " Abstract: Marketers commonly invite consumers to experience samples (e.g., view sample pages from a book) to induce their desire for the target product (e.g., the book). We study a hitherto neglected and potentially important factor that influences the effectiveness of such sampling experiences the physical location of the sample. We propose that sampling experiences will be less effective in inducing consumers desire for the target product if the sample is located inside (rather than outside) the target product, because in the former condition consumers are more likely to perceive the sampling experience as a part of (rather than independent of) the product experience and have a stronger sense that they have already experienced part of the target product. Five studies, involving both direct and indirect sampling experiences, supported our theorizing. Tu, Yanping and Ayelet Fishbach (working paper), "Vicarious Satiation and Variety Seeking within Groups." Abstract: This research documents vicarious satiation: observing another person s food consumption reduces the desire to consume the same food when alternatives exist. We investigated food consumption in pairs and found that in the presence of alternatives, observers desire for a specific food was inversely related to the amount their study partner consumed (study 1). Because satiation is temporary, observers further postponed consumption of food their study partner consumed (study 2). Moving to studies that assessed variety seeking, we found that observers switched to another food offering than what their study partner consumed (study 3), in particular whenever the food offerings for the pair varied on a highly satiable attribute (i.e., flavor) than on a less satiable attribute (i.e., nutritional function) (study 4). These findings document vicarious satiation and show it increases postponement and variety seeking within groups.