Cathy Liu Yang

Liu Cathy Yang, HEC Paris  ©redhome

Cathy (Liu) Yang holds a Ph.D. in Marketing and Master in Operations Research from Columbia University. Her dissertation investigated the impact of incentives on consumer's information processing behaviors and preferences. Her research interest broadly lies in preference measurement and social networks. Cathy is currently a member of the American Marketing Association (AMA) and the Institute for Operations Research and the Management Sciences (INFORMS).

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Articles written by Cathy Liu Yang

Innovation & Entrepreneurship18 October 2017

Kickstarter study reveals the crowd often prefers to play it safe

The online crowdfunding platform Kickstarter has the reputation of helping innovative start-ups get (...)

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Exploring consumer preferences is an essential step in predicting consumer purchase decisions for (...)

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