My research is driven by a simple yet, in my opinion, profound goal: to help consumers better enjoy their life experiences.

My research interest primarily lies within obtaining information from numerical and textual data about consumer behavior and psychology, with a focus on improving consumer emotional, cognitive, social, and financial well-being.
Research and Media Coverage

Publications

  • Wu, Alisa, Maayan Malter, and Gita Johar (2023), “Recycle Me! Product Anthropomorphism Can Increase Recycling Behavior,” Journal of the Association for Consumer Research, 8(3), 351 - 63.​
             Selected media coverage:
              GreenNudges
              CBS Newsroom
  • Pham, Michel, Alisa Wu, and Danqi Wang (2024), “Benchmarking Consumer Scholarship: A Comparison of Alternative Metrics,” Journal of Consumer Research, 51(1), 191–203.
  • Wu, Alisa and Vicki Morwitz (2025), “Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers and Readers,” Journal of Consumer Research, 51(5), 937-58.
              Selected media coverage:
              Harvard Business Review, Idea Watch, May-June 2025
              CX Dive
              CBS Newsroom
              CBS Research in Brief

Working papers

  • Wu, Alisa and Vicki Morwitz, “A Meta-Analysis on Partitioned Pricing,” under review, Journal of Marketing Research
  • Hoff, Maren, Alisa Wu, and Silvia Bellezza, “Consumer Ageism,” under review, Journal of Consumer Research​

Research in progress

  • Wu, Alisa and Vicki Morwitz, “Comparing Reviews across Different Platforms”
  • Wu, Alisa and Vicki Morwitz, “Recounting Shared versus Alone Experiences”
  • Wu, Alisa, Vicki Morwitz, and David Eatwell, “Forecasting Physicians’ Prescription Behavior from Their Stated Intentions”
  • Wu, Alisa and Melanie Brucks, equal authorship, “Conversations with Cognitively Similar Others Benefit Subsequent Solitary Idea Generation”
  • Wu, Alisa, Pankaj Aggarwal, Ann McGill, and Sam Borislow, “Humanness In 3D: Revisiting Anthropomorphism”
  • Ann McGill, Joshua Klayman, Pankaj Aggarwal, and Alisa Wu “Magic, Superstition, and Science”
  • Wu, Alisa, Daniel Russman, Lan Luo, and Eric Johnson, “Predicting Social Security Claiming Age from Query Theory”
  • Lee, Seong Joo and Alisa Wu, “When Productivity is an Illusion”