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Beidi Hu is an Assistant Professor at the University of Chicago Booth School of Business, specializing in consumer behavior and judgment decision-making. His research focuses on how consumers and marketers make decisions under uncertainty. He aims to illuminate questions such as how overconfident consumers perceive uncertainty and the effectiveness of communication regarding inherent uncertainties in services, including delivery estimates from food delivery apps. He has earned a PhD in Decision Processes from the Wharton School at the University of Pennsylvania and holds a BA summa cum laude in Philosophy, Politics, and Economics from the same institution.
The doctoral program at Booth is organized into 'dissertation areas' which include Accounting, Behavioral Science, Econometrics and Statistics, Finance, Marketing, and Operations Management.