Yu Ding

Assistant Professor of Marketing
Louise and Claude N. Rosenberg Jr. Faculty Scholar for 2024–2025
Academic Area:
Marketing
Personal Website
Google Scholar
Yu Ding

Bio

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, Journal of Marketing, 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), the American Marketing Association’s Rising Star Award (2022), and the Business, Government, and Society Research Grant (2025).

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Research Interests

  • Trust
  • Debiasing
  • Misinformation
  • Social Media

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

  • Business, Government, and Society Research Grant, Stanford GSB, 2025
  • Louise and Claude N. Rosenberg, Jr., Faculty Scholar, Stanford GSB, 2024
  • 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
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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.
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Journal Articles

Optimizing Animation Speed: Convex Effects on Perceived Waiting Time and Digital Customer Experience
Yu Ding, Ellie Kyung
Journal of Consumer Research
 2025
Whispers in Your Mind: The Role of Voice Features in Customer Acquisition and Retention
Haifeng Xu, Yi Ding, Yu Ding, Qi Zhang, Cheng Zhang
Journal of Marketing
 2025
When the One True Faith Trumps All: Low Religious Diversity, Religious Intolerance, and Science Denial
Yu Ding, Gita Johar, Michael Morris
PNAS Nexus
 April 30, 2024 Vol. 3 Issue 4 Pages 144
Between Brand Attacks and Broader Narratives: How Direct and Indirect Misinformation Erode Consumer Trust
Giandomenico Di Domenico, Yu Ding
Current Opinion in Psychology
 December 2023 Vol. 54
I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties
Jaeyeon (Jae) Chung, Yu Ding, Ajay Kalra
Journal of Consumer Research
 March 2023 Vol. 50 Issue 4 Pages 683–703
The Past, Present, and Future of Measurement and Methods in Marketing Analysis
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
Hiding Gifts Behind the Veil of Vouchers: On the Effect of Gift Vouchers Versus Direct Gifts in Conditional Promotions
Yu Ding, Yan Zhang
Journal of Marketing Research
 April 2020 Vol. 57 Issue 4
From Variability to Vulnerability: People Exposed to Greater Variability Judge Wrongdoers More Harshly
Yu Ding, Krishna Savani
Journal of Personality and Social Psychology
 2020 Vol. 118 Issue 6 Pages 1101–1117
When Norms Loom Larger than the Self: Susceptibility of Preference–Choice Consistency to Normative Influence across Cultures
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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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.
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Degree Courses

In the Media

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