top of page
heeyoung

I am Heeyoung Yoon, an Assistant Professor of Marketing at Bocconi University.
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

Home: About Me
bottom of page