Portrait of Siyi (Ruth) Yu

Siyi (Ruth) Yu

Clinical Assistant Professor of Management

Mitch Daniels School of Business, Purdue University

yu1344 at purdue dot edu

Curriculum vitae Last updated August 2026

About

I am a Clinical Assistant Professor of Management in the Marketing Department at the Daniels School of Business, Purdue University. I have a Ph.D. in Marketing and a B.A. in Economics from Peking University.

My research studies how people and physicians make healthcare decisions, and how public policy and market structure reshape those choices. I work on healthcare marketing, pharmaceutical markets, and the use of large language models in marketing research, combining causal inference, discrete choice models, and machine learning. Recent projects examine how state abortion bans changed the contraceptive service mix, how integrated delivery networks affect physician adoption of new drugs, and how demand shifts across the GLP-1 market.

News

  • Jun 2026 "Price versus service satisfaction" is published in the Journal of Business Research.

Contact

For research and collaboration inquiries, email me at yu1344 at purdue dot edu.

Research

Research themes

  • Healthcare decisions and public policy
  • Pharmaceutical markets and physician adoption
  • Artificial intelligence in marketing research

Publications

  1. Price versus service satisfaction: The role of direct and indirect leasing in the B2B sector Weng, W., Yang, Z., & Yu, S. Journal of Business Research, 215, 116312, 2026 DOI
  2. Pharmaceutical Pricing Liu, Q., Yu, S., Wen, S., & Cai, Y. Handbook of Pricing Research in Marketing, edited by Vithala Rao and K. Sudhir, 2026 Forthcoming

Work in progress

  • The Birth Control Service Mix Post-Dobbs: How Abortion Bans Reshape Americans' Choices of Contraceptive Procedures With Qiang Liu, Hongju Liu, and Yong Cai Under review at M&SOM
  • Impeding Drug Newcomers? Investigating the Impact of Integrated Delivery Networks on Physician New Drug Adoption With Hongju Liu, Qiang Liu, and Yong Cai Ready for submission
  • Demand Displacement in the GLP-1 Market: Descriptive Evidence and Within-Patient Analysis With Sungjin Kim, Sungsik Park, Qiang Liu, and Yong Cai
  • Artificial Intelligence in Marketing Research: An Umbrella Review With Qiang Liu, Lizi Xiang, and Yaxuan Ran

Teaching

Courses

  • MKTG 42500 - Marketing Research Purdue University Offered to undergraduate students on research design and analysis in marketing.
  • MKTG 32400 -Marketing Management Purdue University Offered to undergraduate students as an introduction to the principles and practices of marketing management.

For my complete teaching record, including evaluations and past offerings, see my curriculum vitae.

Engagement

Service and leadership

  • Chair, AI in Marketing Committee Daniels School of Business
  • Department liaison, Daniels Insights Blog Marketing Department

For my complete record of presentations, service, honors, grants, memberships, and skills, see my curriculum vitae.