Heeyoung Yoon

Heeyoung Yoon is an Assistant Professor in the Marketing Department at Bocconi University. She holds a Ph.D. in Marketing from New York University (2022). Her research focuses on prediction bias, consumption experiences, and judgment/decision-making processes, particularly examining why people inaccurately predict their consumption behaviors leading to suboptimal decisions.

Education:

• Ph.D. in Marketing, New York University, 2022

Research Interests: Dr. Yoon explores how prediction biases affect consumer decisions, with emphasis on hedonic experiences and the discrepancies between expected and actual consumption outcomes. Her work bridges psychological insights with practical marketing implications.

Teaching: She instructs courses such as 'Communication and Cultural Consumption Decisions' (30376) and 'Consumer Insights' (30602), emphasizing applied consumer behavior analysis.