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Liu Cathy YANG

Associate Professor

Information Systems and Operations Management

yang@hec.fr
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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)

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

Journal of Marketing Research, December 2018, vol. 55, n° 6, pp 783-800, (in coll. with O. TOUBIA, M. G. DE JONG)

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)

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

Journal of Marketing Research, December 2018, vol. 55, n° 6, pp 783-800, (in coll. with O. TOUBIA, M. G. DE JONG)

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