Yu Ding

Assistant Professor, Marketing

Yu Ding

Assistant Professor of Marketing

Academic Area:

Research Statement

Yu Ding’s research aims to help firms address trust deficits. His research topics cover trust in authority (e.g., science), trust in brands (e.g., news media), trust in people (e.g., strangers), and debiasing, in contexts of misinformation and social media. Ding employs different methods to study these problems, including lab experiments, field studies, archival data analyses, and statistical and machine learning techniques. His recent research addresses the problem of information overload that results in a lack of ability to discern true from false information, and hence general distrust, ambivalence, and skepticism towards information.

Research Interests

  • Trust
  • Debiasing
  • Misinformation
  • Social Media

Teaching Statement

Ding believes that an educator should develop deep expertise in the subject matter of courses they teach, and at the same time should engage with students so that they are active participants in their own education. Students learn best when they are involved and proactively engaged through activities such as company projects, case discussions, and simulations. Ding aims to bring theory and practice closer together in his teaching, and hope to discuss and teach the latest research findings and methodological tools in classes, as appropriate.


Ding is an assistant professor of marketing at Stanford Graduate School of Business. He received his PhD in marketing from Columbia University. His research has been published in top marketing, management, psychology, and interdisciplinary journals, such as the Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Personality and Social Psychology, and PNAS Nexus. He has been awarded prestigious fellowships and awards, including the Computational Social Science Grant from Russell Sage Foundation (2020), ACR-Sheth Foundation Dissertation Award (2020), John A. Howard/AMA Doctoral Dissertation Award (2022), and the American Marketing Association’s Rising Star Award (2022).

Academic Degrees

  • PhD in Marketing, Columbia University, 2022
  • MS in Statistics, National University of Singapore, 2016
  • BA (with Honors) in Marketing, Fudan University, 2013

Awards and Honors

  • John A. Howard/AMA Doctoral Dissertation Award, 2022
  • AMA-CBSIG Rising Star Award, 2022
  • ACR-Sheth Foundation Dissertation Award, 2020
  • Computational Social Science Grant, Russell Sage Foundation, 2020
  • AMA-Sheth Doctoral Symposium Fellow, Indiana University, 2020
  • Chazen Doctoral Research Grant, Columbia Business School, 2020
  • Deming Doctoral Fellow Grant, Columbia Business School, 2019
  • University of Houston Marketing Doctoral Symposium Fellow, 2019
  • Luxury Education Foundation Doctoral Fellow, Columbia Business School, 2018
  • LVMH-SMU Luxury Research Conference Special Award, 2018
  • Chazen Global Research Grant, Columbia Business School, 2017
  • Behavioral Research Lab Fellowship, Columbia Business School, 2016
  • Doctoral Fellowship, Columbia Business School, 2016-2021


Journal Articles

Yu Ding, Gita Johar, Michael Morris
PNAS Nexus
April 30, 2024 Vol. 3 Issue 4 Pages 144
Giandomenico Di Domenico, Yu Ding
Current Opinion in Psychology
December 2023 Vol. 54
Jaeyeon (Jae) Chung, Yu Ding, Ajay Kalra
Journal of Consumer Research
March 2023 Vol. 50 Issue 4 Pages 683–703
Yu Ding, Wayne S. DeSarbo, Dominique M. Hanssens, Kamel Jedidi, John G. Lynch Jr., Donald R. Lehmann
Marketing Letters
June 2020 Vol. 31 Pages 175–186
Yu Ding, Krishna Savani
Journal of Personality and Social Psychology
2020 Vol. 118 Issue 6 Pages 1101–1117
Krishna Savani, Monica Wadhwa, Yukiko Uchida, Yu Ding, N.V.R. Naidu
Organizational Behavior and Human Decision Processes
July 2015 Vol. 129 Pages 70–79

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