天美传媒

Biography

Beidi Hu is an Assistant Professor of Marketing at the University of Chicago Booth School of Business. She studies consumer behavior and judgment and decision-making,聽in particular,聽how consumers and marketers make decisions under uncertainty. She has sought to shed light on questions like: How can we get overconfident consumers to better appreciate uncertainty and the possibility that they might be wrong?聽How should companies best communicate the inherent uncertainty in their services (e.g., delivery estimates provided by food delivery apps)?聽Do consumers more highly value a good that they acquire from an uncertain process (e.g., from a lottery)?聽

She holds a PhD in Decision Processes from the Wharton School,聽University of Pennsylvania. Additionally, she received a BA聽summa cum laude聽in Philosophy, Politics, and Economics聽from the University of Pennsylvania.聽

Academic Areas

• Marketing