I am Heeyoung Yoon, an Assistant Professor of Marketing at Imperial College London Business School. My research examines consumer judgment and decision-making processes, with a focus on improving them to benefit individuals and society. I investigate how consumers predict their consumption and experiences, how these predictions are systematically biased, and how to encourage decisions and behaviors that enhance well-being and foster positive societal impact, including prosocial and sustainable choices.
I received my PhD in Marketing from Stern School of Business, New York University.