Will Wu is a PhD Candidate in Marketing at the Leeds School of Business at the University of Colorado Boulder.

Will studies (1) how technology fundamentally transforms consumer experiences and (2) how people think about money and prices.

One stream of his research examines how different technologies shape consumers’ engagement with consumption experiences, their connections with others as those experiences unfold, and their behavior after they end. A second stream investigates consumers’ perceptions of money and prices, and how these perceptions shape what they value in the marketplace, the choices they make, and how they pursue well-being.

Before beginning his PhD, Will worked in marketing strategy and analytics across healthcare, logistics, nonprofit, tech, and advertising.