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Tong Guo

Associate Professor of Business Administration
Fuqua School of Business
Box, Durham, NC 27708
100 Fuqua Drive, A334, Durham, NC 27708


Tong Guo is an Associate Professor of Marketing at Duke University’s Fuqua School of Business and at the Department of Economics (by courtesy). Tong Guo studies the causal role of information in marketing and its policy implications, especially in the domain of healthcare, new technology and consumer protection. To do so, she uses a collection of methodologies from econometrics, machine learning, quasi-experiments, and online experiments. Her research explores the heterogeneous effects in healthcare marketing under the mandated information disclosure, consumer responses to misinformation in ads, moral hazard in airline loyalty programs, biotech adoptions, marijuana legalization and opioid prescriptions. She serves on the Editorial Board of Marketing Science.

Tong Guo is a faculty fellow at 2022 AMA Sheth Foundation Doctoral Consortium, 2022 ISMS Early Career Scholars Camp Fellow, the finalist of the 2018 UM ProQuest Distinguished Dissertation Awards, the 2017 AMA Sheth Foundation Doctoral Consortium Fellow, and the 2016 INFORMS Marketing Science Doctoral Consortium Fellow. 

Tong received her BS and BA at Peking University, her MA in Economics at Duke University, and her PhD in Marketing at the University of Michigan, Ann Arbor. At Fuqua, Tong teaches Strategic Brand Management in the Daytime MBA and Executive MBA programs. She also taught Marketing Core in the MMS programs and was recognized as the DKU Runner-Up for Excellence in Teaching in 2021-22.

Current Appointments & Affiliations

Associate Professor of Business Administration · 2023 - Present Fuqua School of Business
Associate Professor of Economics · 2023 - Present Economics, Trinity College of Arts & Sciences
Affiliate Faculty Member, Duke-Margolis Center for Health Policy · 2019 - Present Duke - Margolis Center For Health Policy, Initiatives

Education, Training & Certifications

University of Michigan, Ann Arbor · 2018 Ph.D.