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Rui “Jessie” Du


Visiting Assistant Professor of Marketing





Rui “Jessie” Du has her Ph.D in Marketing from Baruch College. Her research focuses on understanding how linguistics and technology influence consumer moral behavior. Du’s research explores the theoretical and practical implications of consumer moral decision-making under the impact of language features and human-computer interactions. This area of research extends a preponderance of theoretical work in language into novel contexts and offers exciting findings to academics and practitioners.

Du’s research on persuasive advertising has been published in the European Journal of Marketing. Her research collaboration with the Trope Lab focuses on studying how the linguistics of consumer language could influence their construal levels, regulatory scope, and behavior. Du’s work has been frequently selected for presentation at academic conferences, including the Association of Consumer Research Conference (ACR), the Society of Consumer Psychology Conference (SCP), and the Society for Personality and Social Psychology Conference (SPSP).

Previously, Du received her M.S.Ed. in Intercultural Communication from the University of Pennsylvania and worked in Microsoft’s Office Product Marketing Department. She has been teaching business and marketing courses, including Marketing Research, Digital Marketing, Consumer Behavior, and Marketing Principles, at Baruch College, where she was honored with the Dean’s Teaching Award.


Carson Hall, Room 512