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Liu Cathy YANG

Assistant Professor

Marketing

yang@hec.fr
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Biography

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).

Scientific articles

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

Journal of Marketing Research, 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

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

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

Journal of Marketing Research, 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

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

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 responsabilities at HEC

  • 2015- Member of GREGHEC (CNRS) HEC Paris
  • 2014- Assistant Professor, Marketing HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

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

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