Tong (Joy) Lu

Tong (Joy) Lu
  • Class of 2018

Contact Information

  • office Address:

    727.9 Jon M. Hunstman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: Mathematical models of consumer behavior, media consumption, bounded rationality, information processing, product search

Links: CV


Tong (Joy) Lu is currently a fifth-year doctoral candidate in Marketing at the Wharton School of the University of Pennsylvania. Joy’s research falls under two main areas: (1) understanding how individuals consume online media content, and (2) understanding how individuals incorporate information into their decision processes during product search. In both streams of research, she builds mathematical models grounded in behavioral theory that capture how consumers dynamically update their preferences over time through experienced consumption and information search.

Prior to joining Wharton, Joy received a B.S in Economics, and Engineering & Applied Science (Computation & Neural Systems track) from the California Institute of Technology in 2013.

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Latest Research

Tong Lu, Eric Bradlow, J. Wesley Hutchinson, Binge Consumption of Online Content.
All Research