Skip to main content
About HEC About HEC
Summer School Summer School
Faculty & Research Faculty & Research
Master’s programs Master’s programs
Bachelor Programs Bachelor Programs
MBA Programs MBA Programs
PhD Program PhD Program
Executive Education Executive Education
HEC Online HEC Online
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
Summer School
Youth Programs Youth Programs
Summer programs Summer programs
Online Programs Online Programs
Faculty & Research
Overview Overview
Faculty Directory Faculty Directory
Departments Departments
Centers Centers
Chairs Chairs
Grants Grants
Knowledge@HEC Knowledge@HEC
Master’s programs
Master in
Management
Master in
Management
Master's
Programs
Master's
Programs
Double Degree
Programs
Double Degree
Programs
Bachelor
Programs
Bachelor
Programs
Summer
Programs
Summer
Programs
Exchange
students
Exchange
students
Student
Life
Student
Life
Our
Difference
Our
Difference
Bachelor Programs
Overview Overview
Course content Course content
Admissions Admissions
Fees and Financing Fees and Financing
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
Home Home
About us About us
Management topics Management topics
Open Programs Open Programs
Custom Programs Custom Programs
Events/News Events/News
Contacts Contacts
HEC Online
Overview Overview
Degree Program Degree Program
Executive certificates Executive certificates
MOOCs MOOCs
Summer Programs Summer Programs
Youth programs Youth programs
Faculty & Research

Professor Cathy Yang lands prestigious Paul E. Green Award for best article in the Journal of Marketing Research

Dr. Cathy Liu Yang, Assistant Professor at HEC Paris, has won the Paul E. Green Award for her article “A Bounded Rationality Model of Information Search and Choice in Preference Measurement”, published in the April 2015 issue of the Journal of Marketing Research.

Co-authored with Olivier Toubia and Martijn G. De Jong, the article highlights a dynamic discrete choice model which endogenizes eye movements as an outcome of forward-looking utility maximization behavior under bounded rationality. As a result, it improves out-of-sample predictions in preference measurement tasks, enabling researchers and practitioners to use shorter questionnaires and allowing for better discrimination between attributes. This dynamic discrete choice model of information search and choice under bounded rationality extends the existing directed cognition model of Gabaix et al. (2006). The model also captures information-processing features such as fatigue, proximity effects, and imperfect memory encoding on the individual level by applying a hierarchical Bayesian framework.

The award honors the Journal of Marketing Research  article published in 2015 that demonstrates the most potential to contribute significantly to the practice of marketing research. The 2015 Paul E. Green Award shall be presented to Cathy Yang, and co-authors Olivier Toubia and Martijn De Jong, at the upcoming AMA Marketing Academic Conference, held in Atlanta this August.