I am a PhD candidate in Marketing and Behavioural Science at the Sauder Business School, University of British Columbia. I am currently on the 2026–2027 job market.

My research examines how consumers and decision-makers interpret EDI-related identity messages, representations, and signals in consumer, marketplace, and evaluative contexts. I study how brands, organizations, and individuals communicate about identity, inclusion, and social issues, and how these communications shape judgments of authenticity, motive, fairness, and moral character. I use a multi-method approach comprising online experiments, social media field data, online simulation, archival analysis, text analysis, scale development, and incentive-compatible choice designs. My overarching goal is to uncover the unintended consequences and hidden costs of EDI-related communications, and to provide insight into how such signals can be communicated and interpreted more carefully.

I am originally from Guiyang, China. I hold a bachelor’s degree in Marketing and Accounting from Boston College. Before my PhD, I worked as an auditor at Deloitte for two years. In addition to research and teaching, I’m also passionate about music, livehouse, cooking, and of course my two cats.

You can reach me via email at lucy.lu@sauder.ubc.ca