Prof. Yanping TU studies behavioral science, with a focus on social influence, joint consumption, context effects, and decision bias. Some of her recent and ongoing work investigates the dynamics in social relationship marketing (e.g., customer referral, influencer marketing) and documents behaviors of suppliers and consumers in the digital economy (e.g., the App industry, streaming platforms). Her work has been published in the Journal of Consumer Research, the Journal of Marketing Research, Production and Operations Management, Journal of Personality and Social Psychology, and so on. See more at https://sites.google.com/site/yanpingtu/