Lingjiang “Lora” Tu is a doctoral student in Marketing at the University of Texas at San Antonio (UTSA). Her primary research interest is in the role of identity in consumer behavior and for-profit education marketing. She received her B.A. in English from North China University of Technology and M.A. in Communication from the University of Central Florida. Lora taught at different levels, including the University of Texas – Pan American, South Texas College, Donna Independent School District in Texas, and North China University of Technology.

• Role of identity in consumer behavior (e.g. global identity, local identity, parental identity, self-construal etc.)
• For-profit education marketing (e.g. consumer psychology, advertising)
• Pricing
• Metacognition

Tu, Lingjiang (2012), “The Impact of Culture on Price Cognition,” in Advances in Consumer Psychology, eds. Amitav Chakravarti and Anirban Mukhopadhyay, Las Vegas, NA: Society of Consumer Psychology.

Tu, Lingjiang and Yinlong Zhang (2011), “Parents’ Obsession with Children’s Education Expenditure: The Impact of Self-Construal and Failure,” in Advances in Consumer Psychology, eds. Naomi Mandel and David Silvera, Atlanta, GA: Society of Consumer Psychology.