معرفی
Heeyoung Yoon is an Assistant Professor of Marketing at Università Bocconi. Her research focuses on prediction bias, consumption experiences, and judgment and decision making, particularly examining why people struggle to predict their consumption experiences accurately and how this leads to suboptimal decisions.
- Education:
- Ph.D. in Marketing, New York University (2022)
- M.Sc. in Marketing, Yonsei University
- B.A. in Economics, Yonsei University
- B.B.A. in Business Administration, Yonsei University
Her research explores consumption prediction mechanisms, decision-making heuristics, and behavioral forecasting errors, with a focus on improving consumer welfare through better understanding of experiential expectations.
Recent publications analyze preference misjudgment (Journal of Consumer Research, 2024), social relationship instrumentality (Korean Journal of Marketing, 2020), and subtraction bias in problem solving (Nature, 2021). These works reveal consistent patterns in behavioral mispredictions across diverse contexts.
