Eugenia Wu

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


Eugenia Wu is an Assistant Professor of Business Administration at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh. Eugenia’s research examines how emotions and social influences affect persuasion and consumption behaviors. Topics that Eugenia and her coauthors have examined include the role of disgust in enhancing the persuasiveness of fear-based advertising, how the need for self-discovery shapes consumption decisions and how consumers make choices for self and others. 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

  • Clifford H. Whitcomb Faculty Fellowship, Cornell University, 2012-2013
  • Apple Teaching Award Finalist, Cornell University, 2012
  • Doctoral Fellowship in Marketing, Duke University, 2005-2010


  • 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., 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.

Wu, Eugenia C., Sarah G. Moore and Gavan J. Fitzsimons (2018), “Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others”, conditionally accepted at the Journal of Consumer Research.

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

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

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

CV File

Academic Area

Marketing and Business Economics