Rui Du
Marketing, Entrepreneurship, Hospitality & Tourism
Email Address: r_du@uncg.edu
Biography
Dr. Jessie Rui Du’s research focuses on the intersection of language and marketing. The larger goal of her work is to create useful interventions to facilitate policy changes and create socially conscious consumers. Methodologically, she uses experimental methods, Large Language Models (LLMs)/GPT, and secondary data analysis to unlock new insights into consumer behavior.
Dr. Du’s recent research on using a lingua franca to promote consumer prosocial behavior has been under review at the Journal of Consumer Research (JCR). Her previous research on persuasive advertising has been published in the European Journal of Marketing (EJM). Currently, she is collaborating with Dr. Yaacov Trope on multiple projects examining how varying the levels of abstraction of requests can promote consumer compliance behavior and they aim to submit this work to Journal of Consumer Research (JCR).
Dr. Du earned her Ph. D. in Marketing from Baruch College in New York City and holds an M.S. Ed. in Intercultural Communication from the University of Pennsylvania. She regularly presents her research at academic conferences including the Association of Consumer Research conference (ACR), the Society of Consumer Psychology conference (SCP), and the Society of Personality and Social Psychology conference (SPSP).
At UNCG, Dr. Du teaches Marketing Principles and International Marketing. Her excellence in teaching was recognized with the Dean’s Teaching Award at Baruch College in 2021. Dr. Du is also a Penn Alumni Ambassador.
Education
- Ph.D. (with M. Phil.), Marketing, Baruch College
- M.S. Ed., Intercultural Communication, University of Pennsylvania
- B.A. (with Honors), English Literature, Xi’an International Studies University, China
Research/Publications
- Du, Rui, Stephen J. Gould, Sankar Sen, and Marlone Henderson (2024), “English as a Lingua Franca: Using English to Promote Prosocial Intentions among Bilingual Consumers,” Under review.
- Du, Rui and Stephen J. Gould (2024), “Measuring Implicit and Explicit Prosocial
Attitudes Towards English as a Lingua Franca,” Under review. - Du, Rui, Stephen J. Gould, and Pianpian Yang (2024), “You Wear Face Mask, I Keep
Social Distance: Compliance with COVID-19 Preventive Behaviors in the US and
China,” Journal of International Consumer Marketing, Jan 30, 1-13.
▪ Best Session Paper Award, China Marketing International Conference, 2020 - Armstrong, J. Scott, Rui Du, Kesten C. Green, and Andreas Graefe (2016), “Predictive
Validity of Evidence-based Persuasion Principles: An Application of the Index
Method,” European Journal of Marketing, 50(1/2), 276-293. - Green, Kesten C., J. Scott Armstrong, Rui Du, and Andreas Graefe (2016), “Persuasion
Principles Index: Ready for Pretesting Advertisement,” European Journal of
Marketing, 50(1/2), 317-326.