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.