Office Phone: (618)650-2219
B.A. Zhejilang University (China), M.A. The University of Texas at Austin, Ph.D. The University of North Carolina at Chapel Hill
Dr. Yu joined the Department of Mass Communications faculty in the fall of 2007. He teaches undergraduate-level courses including Fundamentals of Advertising, Media Planning and media psychology and a graduate-level course Research Methods in Mass Communication. He received his Ph.D. in Mass Communication from the University of North Carolina at Chapel Hill in 2009, his M.A. in Journalism from the University of Texas at Austin in 2003, and his B.A. in Journalism from Zhejiang University (China) in 2001. Dr. Yu also received his associate degree in Advertising from Hangzhou University (China) in 1995. He has worked as a copywriter, print ad designer, campaign planner, and media sales representative for advertising agencies and newspapers in China. He also worked for KFC as the assistant manager of its Public Affair department at its headquarters in Hangzhou China (Hangzhou KFC Inc).
His primary research interests are in the areas of consumer behavior and marketing communication such as consumer cognitive process of advertising messages and the effects of marketing information on consumer attitude and behavior. Dr. Yu's research has been presented at major conferences including Association for Education in Journalism and Mass Communication (AEJMC), International Communication Association (ICA), and National Communication Association (NCA).