Yangjie GU

Associate Professor

Marketing

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.

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Scientific articles

The trivial-task motivation effect: highlighting completion of an initial trivial task increases motivation for the main task

Marketing Letters, June 2024, vol. 35, pp 219-230, (in coll. with E. Chan, A. Krishna)

Highlighting supply-abundance increases attraction to small-assortment retailers

Journal of Retailing, September 2023, vol. 99, n° 3, pp 420-439, (in coll. with Y. Wu)

Seeking and Avoiding Choice Closure to Enhance Outcome Satisfaction

Journal of Consumer Research, 3 February 2018, vol. 45, n° 4, pp 792–809, (in coll. with S. BOTTI, D. FARO)

An Experience-Utility Explanation of the Preference for Larger Assortments

International Journal of Research in Marketing, September 2017, vol. 34, n° 3, pp 746-760, (in coll. with A. AYDINLI, M. PHAM)

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

Seeking and Avoiding Choice Closure to Enhance Outcome Satisfaction

Cahier de Recherche du Groupe HEC , 2018