Ye Hu
Assistant Professor of Marketing
Department of Marketing and Entrepreneurship
Ye Hu 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. His recent research focuses on Internet marketing, product assortment strategies in retailing, and conjoint analysis. Papers by Professor Hu 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.
Education
Ph.D., Marketing, The Wharton School, University of Pennsylvania
B.E. Economics & B.Sc. Automotive Engineering, Tsinghua University
Courses
MARK 4363: International Marketing
Publications
- Bradlow, Eric, Ye Hu, and Teck Ho (2004a), "A Learning-Based Model for Imputing Missing Levels in Partial Conjoint Profiles," Journal of Marketing Research, 41(4), 369-381.
Manuscript
(This paper was the finalist for the Paul E. Green Award 2005) - Bradlow, Eric, Ye Hu, and Teck Ho (2004b), "Modeling Behavioral Regularities of Consumer Learning in Conjoint Analysis," Journal of Marketing Research, 41(4), 392-396. Manuscript
- Hu, Ye, Leonard M. Lodish, and Abba Krieger (2007), "A Meta-Analysis of Real World TV Advertising Tests: A 15-Year Update," Journal of Advertising Research, 47(3), 341-353.
Manuscript
(This paper was awarded the Journal of Advertising Research Best Paper of 2007) - Hu, Ye, Lenonard M. Lodish, Abba Krieger, and Babak Hayati (2009), "An Update of Real-World TV Advertising Tests," Journal of Advertising Research, 49 (2), 29-34.
- Wang, Xin and Ye Hu (2009), "The Effect of Experience on Internet Auction Bidding Dynamics," Marketing Letters, 20(3), 245–-261.
Abstract and Manuscript
- Hu, Ye and Xin Wang (2010), "Country-of-Origin Premiums for Retailers in International Trades: Evidence from eBay's International Markets," Journal of Retailing, 86(2), 200-207. Abstract and Manuscript
- Lam, Son K., Michael Ahearne, Ye Hu, and Niels Schillewaert (2010), "Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective," Journal of Marketing, 74(6), 128-146. Manuscript
- Hu, Ye, and Xinxin Li (2011), "Context-Dependent Product Evaluations: An Empirical Analysis of Internet Book Reviews," Journal of Interactive Marketing, 25(3), 123-133. Manuscript
- Ren, Charlotte R., Ye Hu, Yu Jeffrey Hu and Jerry Hausman (2011), "Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing," Management Science, 57(6), 1009-1024. Manuscript
Affiliations
American Marketing Association
INFORMS
Honors and Awards
Journal of Advertising Research Best Paper of 2007 (for "A Meta-Analysis of Real World TV Advertising Tests: A 15-Year Update")
Purdue University Center of International Business Education and Research (CIBER) Research Grant, 2006
Krannert Distinguished Teacher, Purdue University, Spring 2005, 2007
Finalist, Paul E. Green Award, 2005 (for "A Learning-Based Model for Imputing Missing Levels in Partial Conjoint Profiles")
AMA Doctoral Consortium Fellow, University of Minnesota, 2003