Yeung, Catherine Wing-man（楊穎敏）

Biography

Professor Catherine Yeung is an Associate Professor of Marketing. She joined CUHK in 2015, following her tenure as an Associate Professor of Marketing at the NUS Business School, National University of Singapore.

Her research focuses on the psychology of judgment and decision-making, and she collaborates extensively on projects that integrate behavioral science into the design of behavioural change solutions. Her research has been published in prestigious academic journals such as the Journal of Marketing Research, Journal of Consumer Research, Management Science, Journal of Consumer Psychology, California Management Review, and Behavioural Public Policy. In addition to her academic research, Professor Yeung is a co-editor of the book “Behaviourally Informed Organisation,” which offers a strategic perspective on how governments, businesses, and other organisations have incorporated Behavioural Insights (BI) into their operations.

Professor Yeung also undertakes community-based research, developing and evaluating interventions aimed at enhancing individual and community well-being. She collaborates with companies, government agencies, and community organisations interested in deriving policy implications from research findings.

As an educator, Professor Yeung’s teaching experience spans across various levels, including undergraduate, Master’s, PhD, and executive MBA. She has also provided professional training for the Civil Service College of Singapore, covering topics such as Behavioural Science and Randomised Controlled Trials.

Teaching Areas

Behavioural Science in Marketing (Executive Level)
Strategic Marketing (Master’s Level)
Consumer Behaviour; Behavioural Science in Everyday Life (Undergraduate Level)

Research Interests

Consumer Information Professing
Behavioural Science
Consumer Well-being
Nudge

• Publications & Working Papers

  Edited Book

  • Dilip Soman and Catherine Yeung (2021). The Behaviourally Informed Organization. Rotman-UTP Publishing.

  Book Chapter

  • Catherine Yeung and Sharon Tham (2021), “Behavioral Science in Policy and Government: A Roadmap,” in The Behaviourally Informed Organization, edited by Dilip Soman and Catherine Yeung. Rotman-UTP Publishing.

  Selected Academic Publications

  • Jingshi Liu, Anirban Mukhopadhyay and Catherine Yeung (2022), “Psychological and Behavioral Responses to the Declaration of COVID-19 as a Pandemic: A Comparative Study of Hong Kong, Singapore, and the U.S.,” PLOS ONE. (Equal contribution)
  • Lee, Angela Y., Jiaqian Wang, Ulf Bockenholt, Rafal Ohme, Dorota Reykowska, Leonard Lee, and Catherine Yeung (2022), “The Enthusiasts and the Reluctants of COVID-19 Vaccine Uptake: A Cluster Analysis,” Journal of the Association for Consumer Research, Vol. 7, Issue 2. (First two authors contributed equally; other authors listed in alphabetical order)
  • Yih Hwai Lee and Catherine Yeung (2022), “Incentives for Learning: How Free Offers Help or Hinder Motivation,” International Journal of Research in Marketing, vol 39, Issue 2. (Equal contribution)
  • Catherine Yeung, Teck-Hua Ho, Ryoko Sato, Noah Lim, Rob M. van Dam, Hong-Chang Tan, Kwang-Wei Tham, and Rehan Ali (2021), “Cash Incentives for Weight Loss Work Only for Males,” Behavioral Public Policy, accepted. (First two authors contributed equally)
  • Teck-Hua Ho, Ching Leong and Catherine Yeung (2020), “Success at Scale: Six Suggestions from Implementation and Policy Sciences,” Behavioral Public Policy, 5, Special Issue 1: Field Experiments and Public Policy, January, 71-79. (Equal contribution)
  • Teck-Hua Ho and Catherine Yeung (2015), “Can a One-Time Incentive Induce Long-Term Behavioral Change?” California Management Review, 58(2), 113-128.
  • Teck-Hua Ho and Catherine Yeung (2014), “Giving Feedback to Clients,” Management Science, 60(8), 1926-1944.
  • Anirban Mukhopadhyay and Catherine Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,” Journal of Marketing Research, 47 (April), 2, 240-250.
  • Qiu Cheng, Yih Hwai Lee, and Catherine Yeung (2009), “Suppressing Feelings: A Double-edged Sword to Consumer Judgment and Choice,” Journal of Consumer Psychology, 19(3), 427-439. Winner of 2009 JCP Young Contributor Award.
  • Qiu Cheng and Catherine Yeung (2008), “Mood and Comparative Judgment: Does Mood Influence Everything and Finally Nothing?” Journal of Consumer Research, 34 (Feb).
  • Catherine Yeung and Dilip Soman (2007), “The Duration Heuristic,” Journal of Consumer Research, 34 (Oct).
  • Catherine Yeung and Dilip Soman (2005), “Attribute Evaluability and the Range Effect,” Journal of Consumer Research, 32 (Dec).
  • Catherine Yeung and Robert S. Wyer, Jr. (2005), “Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations,” Journal of Marketing Research, Vol. 42 (Nov).
  • Catherine Yeung and Robert S. Wyer, Jr. (2004), “Affect, Appraisal, and Consumer Judgments,” Journal of Consumer Research, 31 (Sept).