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Liu Cathy YANG

Professeur Assistant

Information Systems et Operations Management

yang@hec.fr
Profile picture

Biographie

Cathy (Liu) Yang holds a Ph.D. in Marketing and 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 serves as ad-hoc reviewers for Management Science, Marketing Science, Journal of Marketing Research, Operations Research, and Journal of Consumer Research etc.

Cathy teaches the core course of Marketing for the Grand École program and electives in the Data Science for Business program.

Articles scientifiques

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

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

Cahiers de recherche

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

Articles scientifiques

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

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

Cahiers de recherche

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

Formation

  • 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 - Chine

Nominations académiques

Responsabilités académiques à HEC

  • 2021- Professeur Assistant, Information Systems and Operations Management HEC Paris
  • 2014-2021 Professeur Assistant, Marketing HEC Paris
  • 2015- Membre du GREGHEC, le laboratoire de recherche CNRS-HEC Paris HEC Paris

Activités scientifiques

Adhésion à l'organisation académique ou professionnelle

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

Prix ​​& honneurs

  • 2016 Prix Fondation HEC pour le meilleur article "A Bounded Rationality Model of Information Search and Choice in Preference Measurement"Journal of Marketing Research, en coll. avec 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