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Irene Lu

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Associate Professor, Marketing

Dr. Lu’s research spans consumer behaviour and psychometric measurement, with her more recent work focusing on sustainable consumption and marketing communication strategies, particularly in crowdfunding and influencer marketing. Her work has been published in leading journals, including the International Journal of Research in Marketing, International Marketing Review, Journal of Consumer Behaviour, Journal of Psychology, Journal of Retailing and Consumer Services, Entrepreneurship Research Journal, Canadian Journal of Marketing Research, Journal of Sport Management, International Journal of Sport Management and Marketing, and Structural Equation Modeling: A Multidisciplinary Journal.

She has held leadership roles with the Administrative Sciences Association of Canada (ASAC), serving as Vice President of Membership and Divisional Chair of Marketing. Before entering academia, Dr. Lu worked as a market researcher at one of Taiwan’s largest media conglomerates and at the Methodology Branch of Statistics Canada. Prior to joining the Sprott School of Business, she was a faculty member at York University.

At Sprott, Dr. Lu teaches across all academic levels. She has led PhD and MSc seminars in Consumer Behaviour, Marketing Strategy, and Sustainability Marketing; taught Statistics for Managers in the MBA program; and delivered undergraduate courses in Sustainability Marketing, Marketing Metrics, Marketing Research, Consumer Behaviour, and Marketing in Not-for-Profit Organizations.

Her research has been funded by multiple grants from the Social Sciences and Humanities Research Council (SSHRC), and she recently received the Sprott Research Initiation Grant to examine the role of empathetic AI in service recovery.

Research Interests:

Dr. Lu is accepting new PhD and MSc students.

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