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Gordon Ford College of Business Staff

Ruomeng (Ru) Wu, PhD
Ruomeng (Ru) Wu, PhD
- Assistant Professor - Marketing
Teaching Area(s)
Integrated Marketing Communications
International Marketing
Basic Marketing Concepts
Consumer Behavior

PhD, Marketing, University of Cincinnati, 2019

BA, English, Business Communication, Sun Yat-sen University, 2012


Ruomeng “Ru” Wu is an Assistant Professor of Marketing, having received her Ph.D. from the University of Cincinnati. Her research is focused on consumer inference. She is currently studying how fonts, titles, and emotional expressions can influence inference and decision. She has presented her work at a variety of business conferences such as the Society for Consumer Psychology and the Association for Consumer Research. Her work has been published in journals such as the Journal of Consumer Psychology and the Journal of Business Research.

Recent Publications
"Buying gifts for multiple recipients: How culture affects whose desires are prioritized" (with M. Steffel and S. Shavitt), Journal of Business Research, 2021, 132, 10-20.
"Special fonts: The competing roles of difficulty and uniqueness in consumer inference" (with X. Han and F.R. Kardes), Psychology & Marketing, 2021, 38(1), 86-100.
"Aging and the preference for the human touch" (with M. Liu and F.R. Kardes), Journal of Services Marketing, 2021, 35(1), 29-40.
"Technical nomenclature, everyday language, and consumer inference" (with E.D. Shah, F.R. Kardes, and R.S. Wyer), Marketing Letters, 2020, 31(2), 299-310.
"Disconfirming expectations: Incorrect imprecise (vs. precise) estimates increase source trustworthiness and consumer loyalty" (with J. Pena-Marin), Journal of Consumer Psychology, 2019, 29(4), 623-641.
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 Last Modified 3/29/22