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Yangjie GU

Associate Professor

Marketing

 Profile picture

Biography

Yangjie Gu is an Associate Professor of Marketing at HEC Paris. She currently is L’Oréal International Research Chair, Customer-driven Innovation & Entrepreneurship. Yangjie 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.

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 consumers' hedonic adaptation. Yangjie has published her articles in the top journal in marketing—the Journal of Consumer Research. The importance of her research was recognized with the Robert Ferber Award.

Yangjie has been teaching in the MBA and Ph.D. programs at HEC Paris. In 2022, she has been named one of the 40 best under 40 MBA professors in the world by Poets and Quants.

 

Scientific articles

Seeking and Avoiding Choice Closure to Enhance Outcome Satisfaction

Journal of Consumer Research, December 2018, vol. 45, n° 4, pp 792–809, (in coll. with S. BOTTI, D. FARO)

When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation

Journal of Consumer Research, February 2017, vol. 43, n° 5, pp 747–768, (in coll. with Y. YANG, J. GALAK)

Turning the Page: the Impact of Choice Closure on Satisfaction

Journal of Consumer Research, August 2013, vol. 40, n° 2, pp 268-283, (in coll. with S. BOTTI, D. FARO)

Specification Seeking: How Product Specifications Influence Consumer Preferences

Journal of Consumer Research, April 2009, vol. 35, n° 6, pp 952-966, (in coll. with C. HSEE, Y. YANG, J. CHEN)

Working papers

Scientific articles

Seeking and Avoiding Choice Closure to Enhance Outcome Satisfaction

Journal of Consumer Research, December 2018, vol. 45, n° 4, pp 792–809, (in coll. with S. BOTTI, D. FARO)

When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation

Journal of Consumer Research, February 2017, vol. 43, n° 5, pp 747–768, (in coll. with Y. YANG, J. GALAK)

Turning the Page: the Impact of Choice Closure on Satisfaction

Journal of Consumer Research, August 2013, vol. 40, n° 2, pp 268-283, (in coll. with S. BOTTI, D. FARO)

Specification Seeking: How Product Specifications Influence Consumer Preferences

Journal of Consumer Research, April 2009, vol. 35, n° 6, pp 952-966, (in coll. with C. HSEE, Y. YANG, J. CHEN)

Working papers

Education

  • Ph.D. in Marketing, London Business School - United Kingdom
  • M.Res. in Marketing, London Business School - United Kingdom
  • Master of Science in Management, Shanghaï Jiao Tong University - China
  • Specialized Master CGE in Management, EM Lyon - France
  • Bachelor of Arts in Education, East China Normal University - China

Academic appointments

Academic Responsibilities at HEC

  • 2019- Associate Professor, Marketing HEC Paris
  • 2015-2018 Assistant Professor, Marketing HEC Paris
  • 2015- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris

External Academic Responsibilities

  • 2013-2015 Assistant Professor, Marketing Tilburg University

Scientific Activities

Membership in Academic or Professional Organisation

  • Behavioral Decision Research in Management
  • Society for Judgement and Decision Making
  • Association for Consumer Research
  • Society of Consumer Psychology
  • European Marketing Academy

Awards & honors

  • 2022 2022 Best 40-Under-40 MBA Professor
  • 2014 JCR Robert Ferber Award
  • 2011 AMA - Sheth Doctoral Consortium Fellow
  • 2008 Ph.D. Program Financial Award
  • 2004 Excellent Student Award
  • 2002 Excellent Graduate Award