Liu Cathy Yang

Assistant Professor

Marketing

Liu Cathy Yang's research interest broadly lies in preference measurement and social networks. Her dissertation investigated the impact of incentives on consumer's information processing behaviors and preferences.

yang@hec.fr

Latest articles

Information Systems

September 08th, 2022

To What Extent Do People Follow Algorithms’ Advice More Than Human Advice?

Algorithms can enable faster, more effective decision making in domains ranging from medical diagnosis to the choice of a romantic partner. But for this...

By Liu Cathy Yang, Xitong Li, Sangseok You

Entrepreneurship and Startups

October 18th, 2017

Kickstarter Study Reveals the Crowd Often Prefers to Play it Safe

The online crowdfunding platform Kickstarter has the reputation of helping innovative start-ups get funding. Cathy Yang and her co-authors find, however...

By Liu Cathy Yang

Kickstarter study reveals the crowd often prefers to play it safe - Cathy Yang, HEC Paris ©vectortone-Adobestock

Marketing

July 19th, 2016

Predicting Consumer Choices With New Eye-Tracking Data

Exploring consumer preferences is an essential step in predicting consumer purchase decisions for companies. And yet, market research often wrongly...

By Liu Cathy Yang

Using eye-tracking to understand and predict consumer choices - Cathy Yang @Fotolia-Sergey Nivens

Insights @HECParis School of #Management

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