Yeung, Catherine Wing-man(楊穎敏)


Associate Professor


Department of Marketing

Room 1104, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 9297


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