Yu, Dr. Danqing

Director of General Education
Assistant Professor
School of Arts and Sciences
PhD in Sociology, Iowa State University 2020
MS in Sociology, Iowa State University 2014
Bachelor of Law, Northwestern Polytechnical University, China 2007


Danqing’s research examines ideologies, values and behaviors through the scope of the prevalent social phenomena in contemporary society. Her teaching and research interests are in the fields of social psychology, cultural psychology, consumer studies and behaviors, beliefs and values, ideologies, motivations and sociology of religion. She uses a diverse set of research and analysis paradigms including grounded theory, in-depth interviewing, quantitative data analysis, mixed methods and custom survey designs. She is particularly interested in cross-cultural studies that better the understanding of the ethos and social behaviors of a culture. Her recent project interprets the social psychological factors of a very popular and seemingly irrational consumer behavior in China, which she conceptualizes and names as “auspicious consumption".


Yu, D. & Sapp, S. (2019). Motivations of luxury clothing consumption in the US vs. China. Journal of International Consumer Marketing, 31(2), 115-129.

Yu, D., & Burgason, K. (2020). Auspicious Consumption in Mainland China: A Quantitative Inquiry. Journal of International Consumer Studies. (Under review)

Conference Presentations

Midwest Sociological Society (MSS) in Kansas City, Missouri March 2015

Presentation: Motivations of Luxury Consumption in America vs. China

International Social Theory Consortium (ISTC) in Ames, Iowa May 2016

Presentation: Theories of Luxury Consumption

Graduate and Professional Students' Research Conference in Ames, Iowa April 2016

Presentation: Motivations of Luxury Clothing Consumption in America vs. China

The Pacific Sociological Association (PSA) in Portland, Oregon April 2017

Presentation: Symbolic Consumption and Auspiciousness in Comparative Perspective

International Social Theory Consortium (ISTC) in Innsbruck, Austria May 2017

Presentation: Rationality and vicarious consumption: the case of Mukbang (Eating show)

American Sociological Association (ASA) in Montreal, Canada (accepted but did not attend) Aug 2017

Presentation: “Why do I buy number 8?” — A study on auspicious consumption in China

Cultural Studies Association, Carnegie Mellon University,Pittsburgh, Pennsylvania June 2018

Presentation: Cultural factors of auspicious consumption in China

Yu Bio Photo