Eugenia Wu

  • Associate Professor of Business Administration
  • Katz Faculty Fellow in Marketing


Eugenia Wu is an Associate Professor of Business Administration at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh. Eugenia’s research examines consumers’ emotions and social beliefs, with particular attention to how these inner states influence consumer behaviors, and how marketers can manage these states in order to encourage specific outcomes. Her work has appeared in the Journal of Consumer Research and the Journal of Marketing Research. Eugenia also serves on the editorial review board for the Journal of Consumer Research, and is a member of the Association for Consumer Research and the Society for Consumer Psychology. Prior to joining the University of Pittsburgh, Eugenia was an Assistant Professor of Marketing at Cornell University. Her teaching experience includes Consumer Behavior and Marketing Management.

Awards and Honors

  • Central Research and Development Fund grant recipient, University of Pittsburgh, 2016 and 2019
  • University of Pittsburgh Honors Convocation Honoree, 2018 and 2019
  • Most Valuable Teacher Award, University of Pittsburgh, 2018
  • Dean’s Excellence in Teaching Award, University of Pittsburgh, 2014, 2016 and 2018
  • Dean’s Excellence in Service Award, University of Pittsburgh, 2017
  • CBA Teaching Award, University of Pittsburgh, 2016
  • Clifford H. Whitcomb Faculty Fellowship, Cornell University, 2012-2013
  • Apple Teaching Award Finalist, Cornell University, 2012


  • PhD, Marketing, Fuqua School of Business, Duke University
  • BS (Magna Cum Laude), Economics, The Wharton School, University of Pennsylvania
  • BA (Magna Cum Laude), University of Pennsylvania

Recent Publications

Wu, Eugenia C., Sarah G. Moore and Gavan J. Fitzsimons (2019), “Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others,” forthcoming at the Journal of Consumer Research.

Wu, Eugenia C., and Keisha M. Cutright (2018) “In God’s Hands: How Reminders of God Dampen the Effectiveness of Fear Appeals”, Journal of Marketing Research, 55 (1), 119-131.

Morales, Andrea C., Eugenia C. Wu and Gavan J. Fitzsimons (2012), “How Disgust Enhances the Effectiveness of Fear Appeals,” Journal of Marketing Research, 49 (3), 383-393

Morales, Andrea and Eugenia C. Wu (2012), “Disgust and Identity” in Identity and Consumption (editors Russell Belk and Ayalla Ruvio), Routledge.

Wu, Eugenia C., Keisha M. Cutright and Gavan J. Fitzsimons (2011), “How Asking ‘Who Am I?’ Affects What Consumers Buy: The Influence of Self-Discovery on Consumption,” Journal of Marketing Research, 48 (2), 296-307

Cutright, Keisha M., Eugenia C. Wu, Jillian C. Banfield, Aaron C. Kay and Gavan J. Fitzsimons (2011), “When Your World Must Be Defended: Choosing Products to Justify the System,” Journal of Consumer Research, 38 (1), 62-77

Banfield, Jillian, Aaron C. Kay, Keisha M. Cutright, Eugenia C. Wu, and Gavan J. Fitzsimons (2011), “A Person by Situation Account of Motivated System Defense,” Social Psychological and Personality Science, 2 (2), 212-219.

Select Research in Progress

Wu, Eugenia C., Andrea C. Morales, Gavan J. Fitzsimons, and Tanya L. Chartrand, “How Disgust Creates Social Bonds”

Cesareo, Ludovica, Eugenia C. Wu, Keisha M. Cutright, and Patti Williams, “Beautiful Products and Brand Forgiveness”

Wu, Eugenia C., Sarah G. Moore, and Peggy J. Liu, “Material + Material = More Experiential: How Bundling Increases Experiential Perceptions of Material Goods”

Kovacheva, Aleksandra, Cait Lamberton, and Eugenia C. Wu, “Should It Be My Party? Examining the Effects of Consumer Roles in Group Experiences”

Grewal, Lauren, Eugenia C. Wu, and Keisha M. Cutright, “Grateful for What God Gave Me: How God Salience Affects the Desire for Self-Improvement Products”

Wu, Eugenia C., Gavan J. Fitzsimons, Mary France Luce, and Patti Williams, “How Emotion Norms Shape Consumption Choices”

CV File

Academic Area

Marketing and Business Economics