Emma Gu

Emma Gu is a Ph.D. student in Behavioral Marketing at UC San Diego. Her research examines how people navigate tradeoffs and uncertainty in everyday decision-making, with a focus on consumer preference, prosocial behavior, and financial choices. She uses experimental methods and real-world data to investigate the psychological and contextual factors that shape consumer behavior. Drawing from marketing, psychology, and public health, her work aims to generate insights that inform both theory and practice, helping organizations support consumer well-being and satisfaction in their decision-making. Before joining UC San Diego, Emma earned an M.P.H. from the University of Pennsylvania and an M.S. and B.A. from the University of Tokyo.