Shan Yu

Assistant Professor of Marketing, Lally School of Management

Dr. Yu’s research interests primarily focus on using empirical models to examine how marketers utilize varied marketing strategies to help consumers make more informed decisions in domains such as healthcare marketing, social media marketing, entertainment marketing, and high-technology B2B marketing. In particular, she utilizes information economics theories to analyze the determinants, mechanisms, and implications of marketing practices such as money-back guarantees, medical crowdfunding design, new product development, and technology licensing contract designs


Ph.D. in Marketing (Minor in Economics), University of Arizona

Research Focus
  • Healthcare Marketing
  • Social Media Marketing
  • Entertainment Marketing
  • High-technology B2B Marketing
Contact Information
Select Works
  • Yu, Shan, Mrinal Ghosh, and Madhu Viswanathan “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization”, Journal of Marketing Research, forthcoming