Professor Wu's research focuses on how our emotions and motivations affect the way consumers behave. In a recent project, she explored how societal beliefs about emotion can motivate consumers to select products they would not otherwise choose to consume. In another project, she examined how the need for self-discovery leads individuals to seek out, but not necessarily accept the feedback they receive and the important consequences this has for subsequent product choice. Wu received her PhD from Duke University. She holds a BS in economics from the Wharton School at the University of Pennsylvania and a BA in psychology from the College of Arts and Sciences at the University of Pennsylvania.