Assistant Professor of Marketing

I am an Assistant Professor of Marketing at the Sobey School of Business at Saint Mary's University.

My primary research interest is consumer behavior. Within this domain, I am particularly interested in examining how people infer (general, across-domain) generosity after observing an act of generosity or selfishness. For example, I investigate how consumers evaluate a brand’s generosity based on the numerical attributes of its cause marketing campaign. I am also interested in moral consumption; in particular, I explore the role that moral and self conscious emotions have on regulating ethical and "mindful" consumption.

Before joining the Marketing department at Sobey, I received a Ph.D. in Marketing from the University of Michigan, an M.Sc. in Marketing from Queen's University, and a B.Com. (with honours) from Queen's University. 


Publications & Papers Under Review

Ashworth, Laurence, Peter R. Darke, Lindsay McShane, and Tiffany Vu* (forthcoming), "The Rules of Exchange: The Role of an Exchange Surplus in Producing the Endowment Effect," Organizational Behavior and Human Decision Processes*Alphabetical authorship. 


Vu, Tiffany, and Scott Rick, “Large Steps Toward Small Donations: Reputational Benefits of Nominal Corporate Generosity," Invited for 4th round review at Journal of Consumer Psychology. 


Bagozzi, Richard P., Jason Stornelli, Willem Verbeke, Benjamin E. Bagozzi, Avik Chakrabarti, and Tiffany Vu, “Competition and Trust in Economic Games: Biology Matters, but so do the Environment and Self-Consciousness,” Invited for 2nd round review at Journal of Personality and Social Psychology

Selected Work in Progress

Coping with Opportunities for Minimal Generosity (with Scott Rick)

The Relationship between Anticipated Pleasure and Anticipated Pain among Tightwads and Spendthrifts (with Scott Rick)

Tightwads and Spendthrifts as Givers and Receivers of Gifts (with Jenny Olson, Gabriele Paolacci, and Scott Rick)

Perceived Tightwad and Spendthrift Status Based on Spending on Self versus Spending on Others (with Aradhna Krishna and Scott Rick)

The Role of Moral Emotions in the Regulation of Mindful Consumption (with Rick Bagozzi)

Maximizing the Hedonic Benefits of Consuming Material Items (with Darwin Guevarra and Ryan Howell)


The Experiential Advantage: Who Really Benefits? (with Darwin Guevarra and Ryan Howell)



Introduction to Marketing (BCom), Saint Mary's University, Winter 2020

Retail Marketing (BBA), University of Michigan, Winter 2019

Consumer Behavior (BBA), University of Michigan, Winter 2016 



University of Michigan

Stephen M. Ross School of Business

701 Tappan Avenue, R4323

Ann Arbor, MI 48109

E-mail: tiffvu[at]

Cell Phone: (734) 276-5909

Office Phone: (734) 936-0375