Eugenia Wu
Associate Professor of Business Administration


382C Mervis Hall

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Eugenia Wu is an Associate Professor of Business Administration and a Ben L. Fryrear Faculty Fellow 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 serves on the editorial review boards for the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology; she is also 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, Marketing Management, and Marketing Design and Analysis.

Awards and Honors

  • Ben L. Fryrear Faculty Fellow, 2021-present
  • CBA Student Impact Award, 2020, 2021, 2022, and 2023
  • Executive MBA in Healthcare Outstanding Professor Award 2022
  • Poets and Quants selection: “The Favorite Professors of Business Majors”, 2019
  • Most Valuable Teacher Award, University of Pittsburgh Athletics, 2018, 2019, 2020, 2021, 2022
  • Central Research and Development Fund grant recipient, University of Pittsburgh, 2016 and 2019
  • Dean’s Excellence in Service Award, University of Pittsburgh, 2017
  • CBA Teaching Award, University of Pittsburgh, 2016
  • Dean’s Excellence in Teaching Award, University of Pittsburgh, 2014, 2016, 2018, 2019, 2020, 2021, 2022
  • 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

Cutright, Keisha and Eugenia C. Wu (2023), “In and Out of Control: Personal Control and Consumer Behavior,” Consumer Psychology Review, 6 (1), 33-51.

Wu, Eugenia and Keisha M. Cutright (2023). Religion and Consumer Psychology. In “The Cambridge Handbook of Consumer Psychology,” Editors Cait Lamberton, Derek Rucker and Stephen A. Spiller, Cambridge University Press

Grewal, Lauren, Eugenia C. Wu and Keisha M. Cutright (forthcoming), “Loved As-Is: How God Salience Lowers Interest in Self-Improvement Products”, Journal of Consumer Research

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,” Journal of Consumer Research, 46 (3), 508-527.

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.

Academic Area

Marketing and Business Economics