Yangjie Gu

Yangjie Gu is Associate Professor of Marketing at HEC Paris. She currently is L’Oréal International Research Chair, Customer-driven Innovation & Entrepreneurship. Yangjie received her Ph.D. in Marketing from London Business School. Prior to joining HEC Paris, Yangjie was a faculty member at Tilburg University, the Netherlands.

Yangjie’s research interests lie in the domain of consumer behavior and decision-making. In particular, her research focuses on examining factors that influence post-choice satisfaction and preferences, as well as consumer's hedonic adaptation. Yangjie has published her articles in the top journal in marketing—Journal of Consumer Research. The importance of her research was recognized with the Robert Ferber Award.

EDUCATION

• 2013 Ph.D. in Marketing, London Business School - United Kingdom
• 2011 M.Res. in Marketing, London Business School - United Kingdom
• 2008 Master of Science in Management, Shanghaï Jiao Tong University - China
• 2007 Specialized Master CGE in Management, EM Lyon - France
• 2006 Bachelor of Arts in Education, East China Normal University - China

ACADEMIC APPOINTMENTS

Academic responsabilities at HEC

• 2019- Associate Professor, Marketing HEC Paris
• 2015-2018 Assistant Professor, Marketing HEC Paris
• 2015- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris

External Academic Responsabilities

• 2013-2015 Assistant Professor, MarketingTilburg University

AWARDS & HONORS

• 2014 JCR Robert Ferber Award
• 2011 AMA - Sheth Doctoral Consortium Fellow
• 2008 Ph.D. Program Financial Award
• 2004 Excellent Student Award
• 2002 Excellent Graduate Award