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Beidi Hu is an Assistant Professor of Marketing at the University of Chicago Booth School of Business. She studies consumer behavior and judgment and decision-making, in particular, how consumers and marketers make decisions under uncertainty. She has sought to shed light on questions like: How can we get overconfident consumers to better appreciate uncertainty and the possibility that they might be wrong? How should companies best communicate the inherent uncertainty in their services (e.g., delivery estimates provided by food delivery apps)? Do consumers more highly value a good that they acquire from an uncertain process (e.g., from a lottery)? 

She holds a PhD in Decision Processes from the Wharton School, University of Pennsylvania. Additionally, she received a BA summa cum laude in Philosophy, Politics, and Economics from the University of Pennsylvania. 

Academic Areas

  • Marketing

2024 - 2025 Course Schedule

Number Course Title Quarter
37000 Marketing Strategy 2025 (Winter)