Make a donation
You maybe looking for
admission
Master
donation
About HEC About HEC Faculty & Research Faculty & Research Master’s programs Master’s programs MBA Programs MBA Programs PhD Program PhD Program Executive Education Executive Education Summer School Summer School HEC Online HEC Online
Make a donation
About HEC Overview Overview Who
We Are Who
We Are Egalité des chances Egalité des chances HEC Talents HEC Talents International International Campus
Life Campus
Life Sustainability Sustainability Diversity
& Inclusion Diversity
& Inclusion Stories Stories The HEC
Foundation The HEC
Foundation Coronavirus Coronavirus Faculty & Research Overview Overview Faculty Directory Faculty Directory Departments Departments Centers Centers Chairs Chairs Knowledge Knowledge Master’s programs Master in
Management Master in
Management Master in
International Finance Master in
International Finance Specialized
Masters Specialized
Masters Ecole Polytechnique
-HEC programs Ecole Polytechnique
-HEC programs Dual-Degree
programs Dual-Degree
programs Visiting
students Visiting
students Certificates Certificates Student
Life Student
Life MBA Programs MBA MBA Executive MBA Executive MBA TRIUM EMBA TRIUM EMBA PhD Program Overview Overview HEC Difference HEC Difference Program details Program details Research areas Research areas HEC Community HEC Community Placement Placement Job Market Job Market Admissions Admissions Financing Financing Executive Education Executive Masters Executive Masters Executive Certificates Executive Certificates Executive short programs Executive short programs Online Online Companies Companies Executive MBA Executive MBA Infinity Pass Infinity Pass Summer School Youth Programs Youth Programs Summer programs Summer programs HEC Online Overview Overview Degree Program Degree Program Executive certificates Executive certificates MOOCs MOOCs Summer Programs Summer Programs

Liu Cathy YANG

Associate Professor

Information Systems and Operations Management

yang@hec.fr
Profile picture

Biography

Cathy (Liu) Yang holds a Ph.D. in Marketing and a Master in Operations Research from Columbia University. Her research interest broadly lies in preference measurement, behavioral economics, and crowdfunding platforms. Cathy has received the Paul E. Green Award for contributions to the practice of Marketing Research.

Cathy is currently a member of the American Marketing Association (AMA) and the Institute for Operations Research and the Management Sciences (INFORMS). She is an ad-hoc reviewer for Management Science, Marketing Science, Information Systems Research, Journal of Marketing Research, Operations Research, Journal of Consumer Research, etc.

Cathy teaches data analytics in the Grande École program and the electives for the Data Science for Business program.

Scientific articles

Algorithmic versus Human Advice: Does Presenting Prediction Performance Matter for Algorithm Appreciation?

Journal of Management Information Systems, June 2022, vol. 39, n° 2, pp 336-365, (in coll. with S. YOU, X. LI)

A bounded rationality model of information search and choice in preference measurement

Journal of Marketing Research, April 2015, vol. 52, n° 2, pp 166-183, (in coll. with O. TOUBIA, M. DE JONG)

Working papers

Scaling Human Effort in Idea Screening and Content Evaluation

Cahier de Recherche du Groupe HEC , 2020

Target Search in Product Displays: A Visual Crowding Perspective

Cahier de Recherche du Groupe HEC , 2020

Does the Crowd Support Innovation? Evidence from Kickstarter

Cahier de Recherche du Groupe HEC , 2017

A Bounded Rationality Model of Information Search and Choice in Preference Measurement

Cahier de Recherche du Groupe HEC , 2015

Attention, Information Processing and Choice in Incentive-Aligned Choice Experiments

Cahier de Recherche du Groupe HEC , 2015

Scientific articles

Algorithmic versus Human Advice: Does Presenting Prediction Performance Matter for Algorithm Appreciation?

Journal of Management Information Systems, June 2022, vol. 39, n° 2, pp 336-365, (in coll. with S. YOU, X. LI)

A bounded rationality model of information search and choice in preference measurement

Journal of Marketing Research, April 2015, vol. 52, n° 2, pp 166-183, (in coll. with O. TOUBIA, M. DE JONG)

Working papers

Scaling Human Effort in Idea Screening and Content Evaluation

Cahier de Recherche du Groupe HEC , 2020

Target Search in Product Displays: A Visual Crowding Perspective

Cahier de Recherche du Groupe HEC , 2020

Does the Crowd Support Innovation? Evidence from Kickstarter

Cahier de Recherche du Groupe HEC , 2017

A Bounded Rationality Model of Information Search and Choice in Preference Measurement

Cahier de Recherche du Groupe HEC , 2015

Education

  • Ph.D., Columbia University - USA
  • Master of Philosophy, Science, Marketing, Columbia Business School - USA
  • Master of Science in Engineering Management Systems, Columbia University - USA
  • Bachelor of Science, Electrical Engineering, Peking University - China

Academic appointments

Academic Responsibilities at HEC

  • 2022- Associate Professor, Information Systems and Operations Management HEC Paris
  • 2021-2022 Assistant Professor, Information Systems and Operations Management HEC Paris
  • 2014-2021 Assistant Professor, Marketing HEC Paris
  • 2015- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, INFORMS
  • Member, American Marketing Association
  • European Marketing Academy

Awards & honors

  • 2016 HEC Foundation Best Paper Award for "A Bounded Rationality Model of Information Search and Choice in Preference Measurement"Journal of Marketing Research, in coll. with O. TOUBIA, M. DE JONG
  • 2016 2015 Paul E. Green award for Journal of Marketing Research paper "A Bounded Rationality Model of Information Search and Choice in Preference Measurement"
  • 2015 HEC foundation F-budget