Siyi Yu is a Clinical Assistant Professor at the Mitch Daniels School of Business, Purdue University. Her research and teaching interests include healthcare marketing, advertising analysis, and consumer behavior analysis, with methodological expertise in causal inference, structural models, and empirical industrial organization. Her current research examines how institutional forces shape healthcare decisions, physician new drug adoption behaviors, and the impact of policy changes on peoples’ healthcare choices. Her work has been presented at leading conferences including the ISMS Marketing Science Conference and the American Marketing Association Summer Session. She holds a B.A. in Economics and a Ph.D. in Marketing from Peking University.