Ye Hu

Associate Professor - Robinson Fellow

Ye Hu


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Ye Hu is Associate Professor of Marketing in the C. T. Bauer College of Business, University of Houston. He holds a Ph.D. in Marketing from The Wharton School of the University of Pennsylvania and a B.E. in Economics, B.Sc. in Automotive Engineering from Tsinghua University.

Dr. Hu's recent research focuses on leveraging Internet search data to study how consumers respond to marketing mix dynamically. He was the finalist for the Paul E. Green Award of Journal of Marketing Research in 2005. His paper was awarded the Journal of Advertising Research best paper in 2007. His paper received the American Marketing Association Advanced Research Techniques Forum best paper award in 2014. His papers have appeared in Journal of Marketing Research, Marketing Letters, Journal of Advertising Research, Journal of Retailing, Journal of Marketing, Journal of Interactive Marketing, and Management Science.

Research Interests

  • Consumer search
  • Internet marketing
  • Market response models

Areas of Expertise

  • Dynamic linear models
  • Applied Bayesian statistics
  • Conjoint analysis
  • Automotive industry


Academic Associations & Editorial Boards

  • Member, American Marketing Association, INFORMS Marketing Science Society
  • Editorial Board, Customer Needs and Solutions

Contact Info

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Ph.D., Marketing & M.A., Statistics, The Wharton School of the University of Pennsylvania
B.E., Economics & B.Sc., Automotive Engineering, Tsinghua University