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


Prof. Catherine Yeung is Associate Professor of Marketing at The Chinese University of Hong Kong (CUHK) Business School. Prof. Yeung joined CUHK in 2015. Prior to that, she was Associate Professor of Marketing at the NUS Business School, National University of Singapore. Her research focuses on the psychology of judgment and decision making. She studies how people make decisions based on feelings, heuristics, and social norms. Her articles have appeared in academic journals such as Journal of Marketing Research, Journal of Consumer Research, Management Science and Journal of Consumer Psychology. Prof. Yeung also conducts community-based research, which develops and evaluates interventions that aim at improving individual and community well-being. She works extensively with partners including government agencies (e.g., the National Environment Agency of Singapore, Land Transportation Authority of Singapore) and community organisations (e.g., hospital and healthcare centres), who are interested in deriving policy implications based on research findings.

Teaching Areas

Strategic Marketing
Consumer Insights

Research Interests

Behavioural Science
Consumer Well-being