Faculty Directory

GU Yangjie

Yangjie GU

Assistant Professor


Member of CNRS-GREGHEC Research Group

Yangjie Gu received her Ph.D. in Marketing from London Business School. Prior to joining HEC Paris, Yangjie was a faculty member at Tilburg University, the Netherlands, where she taught Marketing Management at International Business Administration program.


Yangjie’s research interests lie in the domain of consumer behavior and decision-making. In particular, her research focuses on examining factors that influence post-choice satisfaction and preferences, as well as consumer's hedonic adaptation. Yangjie has published her articles in the top journal in marketing—Journal of Consumer Research. The importance of her research was recognized with the Robert Ferber Award.



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