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Heeyoung Yoon is an Assistant Professor of Marketing at Imperial College Business School. Her research examines consumer judgment and decision-making processes, with a focus on improving the benefits for individuals and society. She investigates how consumers predict their consumption experiences, how these predictions can be systematically biased, and how to encourage decisions and behaviors that enhance well-being while fostering a positive societal impact and promoting prosocial and sustainable choices. She received her PhD in Marketing from the Stern School of Business at New York University.
Imperial College Business School • London, United Kingdom
Teaching and research in the field of Marketing.
Specialisms available in Materials for the Energy Transition or Theory and Simulation of Materials.