Wei Lu

Education

Ph.D., Marketing, University of Toronto Toronto Canada

MEcon, Economic Theory and Econometrics, Toulouse School of Economics Toulouse France

BEc, Economics, Central University of Finance and Economics Beijing China

BBus, Business, Victoria University Melbourne Australia

Journal Articles

(2026). The rebound effect of forced changes on food purchasing behaviors and nutrition disparities caused by the COVID-19 pandemic. Nature Human Behaviour, Accepted,

(2025). Motivated Reasoning in the Field: Polarization in Precedent, Prose, Vote, and Retirement in US Circuit Courts, 1891-2013. PLOS ONE, 20(3).

Presentations

Lu, W. Aligning Large Language Model Agents with Rational and Moral Preferences: A Supervised Fine-Tuning Approach. Marketing and IB Department Brownbag.

Lu, W. (2026, June 9). Aligning Large Language Model Agents with Rational and Kantian Preferences. ISMS Marketing Science Conference. Washington DC: INFORMS Society for Marketing Science. In Progress.

Lu, W. (2026, December 9). Aligning Large Language Model Agents with Rational and Moral Preferences: A Supervised Fine-Tuning Approach. Conference on AI, ML, and Business Analytics. New York: Columbia University, Temple University.

Lu, W. (2026, June 9). Aligning Large Language Model Agents with Rational and Moral Preferences: A Supervised Fine-Tuning Approach. Responsible Research in Business and Management (RRBM) 2025 Junior Faculty Summit. New York: Cornell Univeristy.

Lu, W. (2026, October 9). Aligning Large Language Model Agents with Rational and Moral Preferences: A Supervised Fine-Tuning Approach. 3rd Annual Business & Generative AI Conference. San Francisco: Wharton AI Initiative.

Lu, W. Product Development and Platform Fees Design. 2024 Next Generation of Antitrust, Data Privacy & Data Protection Scholars Conference. New York

Lu, W. (2026, June 9). Product Development and Platform Fees Design. The 21st Marketing Dynamics Conference (MDC). Santorini, Greece: McGill University and Queen's University.

Lu, W. (2026, May 9). Product Development and Platform Fees Design. The 22nd annual International Industrial Organization Conference. Boston, MA: Industrial Organization Society.

Research Currently in Progess

Goetz, D., & Lu, W.(n.d.). Absent Ties in Product Diffusion: Evidence from Microtransactions. In Progress.

Lu, W., Goldfarb, A., & Mehta, N.(n.d.). Product Development and Digital Platform Fees Design. In Progress.

Zeng, Y., Tsai, C. I., & Lu, W.(n.d.). Evaluation Inflation: Consumers Give Higher Product Ratings on Transaction Sites than Communication Sites.

Goetz, D., & Lu, W.(n.d.). Fair Match or Fun Match? Maximizing User Engagement Under Fairness Constraints in Online Gaming. In Progress.

Lu, W., Dhanda, A., Chen, D. L., & Hansen, C. B.(n.d.). Aligning Large Language Model Agents with Rational and Kantian Preferences. In Progress.

Ishihara, M., Lu, W., & Kim, I.(n.d.). DEI's Double Edged Impacts: Machine-Learning-Based Causal Evidence from Steam Game Sales and User Reviews. In Progress.

Professional