Ph.D.  University of Wisconsin-Madison.

M.Sc.  Dong Hua University.

Biography:

Haiyan Hu is an associate professor of marketing at Morgan State University in the Earl G. Graves School of Business and Management. She received her Ph.D. in Consumer Behavior from the University of Wisconsin-Madison in 2002. She joined the Department of Business Administration at Morgan State University in 2010.

Her past research focuses on shopper marketing, especially in the area of store image and shopping experience, as well as cross-cultural comparisons of consumer behavior. Currently, she is working on topics in transformative consumer research, such as solitude pursuit, the impact of an impermanence mindset, and mindfulness. She is also exploring research interests in the intersection of marketing, consumer behavior, and technology. She has published in peer-reviewed marketing and consumer research journals, including the Journal of Association for Consumer Research, the Journal of Business Research, the Journal of Advertising Research, the International Journal of Retail & Distribution Management, the International Journal of Consumer Studies, and the Marketing Education Review. She teaches marketing courses at all levels, including Principles of Marketing, Consumer Behavior, Retailing Management, Global Marketing, Advanced Marketing Management (MBA course), and Research Implementation (Ph.D. course).

Research Interests:

Consumer Behavior, Shopper Marketing

Recent Publications:

Kay, M., Kay, S., Cheetham, F., & Hu, H. (2023). The Pursuit of the Solitary. Journal of the Association for Consumer Research.
Kpekpena, I., & Hu, H. (2019). Ghacem in Ghana: marketing cement in a newly competitive environment. The CASE Journal, 15 (5), 485-502.

Hu, H., & Jasper, C. R. (2018). Understanding the Shopping Experience and its Implications for Malls as Marketing Media. Journal of Advertising Research, 58 (2), 151-164