Shan Yu
Biography
Shan Yu is an Assistant Professor of Marketing at UMass Boston. She studies how marketing strategies improve decision making when markets face uncertainty and information asymmetry. Her work spans healthcare, entertainment, and high-technology markets, examining tools such as money-back guarantees, outsourcing, crowdfunding designs, and licensing contract. She combines rigorous empirical methods with field insight to produce actionable guidance for managers, consumers, and policymakers.
Area of Expertise
Healthcare Marketing, Social Media Marketing, Entertainment Marketing, and High-Technology B2B Marketing
Degrees
PhD in Marketing, University of Arizona
Master of Economics, Jinan University
Bachelor of Economics, Shandong University of Finance and Economics
Professional Publications & Contributions
- Zhang, Eric, Raymond Liu, Shan Yu, Jurui Zhang, Guang-Xin Xie, and Leon Zurawicki, “”, Journal of Business Research, 2026; 211, 116197.
- Yu, Shan, Jiaxiu He, Xin (Shane) Wang, "Causal Inference in Interorganizational Research", Handbood of Interorganizational Research (Editor: Dr. Rajdeep Grewal), Forthcoming.
- Zhang, Jurui, Shan Yu, Raymond Liu, Guang-Xin Xie, and Leon Zurawicki, "", Marketing Intelligence & Planning, 2024; 42(8), 1333-1352.
- Yu, Shan, Mrinal Ghosh, and Madhu Viswanathan, “”, Journal of Marketing Research. 2022; 59(3), 659-673.
Additional Information
Media
- NPR - Academic Minute Podcast: “” 07/21/2022. This podcast episode has been featured on multiple platforms, including , , , etc.
- News Article: “In-Vitro Fertilization Clinics Offering Money-Back Guarantees Achieve Better Outcomes with Less Aggressive Treatments”. This article has received widespread media attention, being featured on multiple platforms, including 03/23/2022, 03/24/2022, 03/23/2022, 03/23/2022, 03/23/2022, Today UK News 03/24/2022, and Health Europa 03/24/2022, etc.
Courses Taught
- MKT 310: Data Analysis for Marketing Management
- MKT 301: Principles of Marketing