HEEYOUNG YOON

I am an Assistant Professor in the Marketing Department. I earned a Ph.D. in Marketing from New York University in 2022. My research interests lie in the area of prediction bias, consumption experiences, and judgment and decision making. In particular, my primary research examines why people fail to accurately predict their consumption and how this can lead to suboptimal decisions.

Judgment and decision making

Consumption predictions

Hedonic experiences

Prediction biases