Yangjie Gu

Title: Associate Professor of Marketing, L’Oréal Chaired Professor

Years teaching at HEC: 9 years

Education: Ph.D. in Marketing, London Business School (2013)

List of MBA courses you currently teach: Managing Customer Value through Marketing (MBA core course); Customer Intelligence (MBA elective)

I knew I wanted to be a business school professor when….

Ever since I was a child, I have always wanted to be a teacher. I had a little chalkboard and often practiced teaching with my younger cousins. At school, I loved being my teachers’ “helper.”

During my master’s program, I had the opportunity to work as a research assistant for several professors. This experience sparked my passion for researching consumer behavior. I was thrilled to discover that an academic career would allow me to combine both of my interests: teaching and research. This realization marked the beginning of my academic journey.

What are you currently researching and what is the most significant discovery you’ve made from it?

My research interests lie in the area of consumer judgment and decision-making. I am interested in consumers’ subjective feelings related to a decision-making process. Within this broad line of work, I have developed several interrelated streams of research, which have substantial implications for consumers’ well-being, and practical implications for marketers and policy-makers. My most recent research examines factors influencing consumers’ assortment decisions and consumers’ post-choice consumption experiences. In particular, I address two interrelated questions, each mapped into two different stages of the hierarchical decision process. The first research question is related to the first stage, in which consumers select an assortment. Existing research has shown that consumers generally prefer larger product assortments. My work aims to deepen our understanding of why and when consumers’ relative preference for a larger assortment occurs.

The second research question focuses on the second stage of the hierarchical decision process, in which consumers select a particular item from a given assortment. I am especially interested in consumers’ consumption experience with such a choice. Specifically, my work aims to identify factors that help maximize consumers’ consumption experience during their post-decision stage.

If I weren’t a business school professor…

I have a long list of dream jobs that I would love to pursue from presenter, theater performer, to travel blogger, to name a few.

What do you think makes you stand out as a professor?

I am a dedicated teacher and passionate about teaching. I care for my students and enjoy watching them develop.

One word that describes my first time teaching:

Excited.

Professor I most admire and why:

I have been lucky to encounter so many inspiring professors who have been my role models. In particular, I would like to mention Simona Botti and David Faro, who are my PhD advisors at LBS. I learned a lot from them: their dedication to research and their experience as a teacher.

What do you enjoy most about teaching business students?

I learned so much from them! Time and time again, I get many inspirations from students not only for teaching but also for research.

What is most challenging?

One of the challenges in my core marketing course has come from the “subjective” nature of the topic, which leaves room for varied opinions and debates. As a result, a typical class discussion has always led to several viable “answers.” This situation can unsettle students accustomed to seeking definitive “right” answers. I am grateful to have these challenges, as it pushes me to come up with a logical framework for analyzing subjective business situations. Students have often told me that they are now able to analyze business cases with logical reasoning, which is essential for their post-MBA careers.

In one word, describe your favorite type of student:

Curious.

What are your hobbies?

Music, running, skiing, traveling.

How will you spend your summer?

In a typical summer, I would split time between Europe and China: advancing my research as well as having family time with my families and friends.

Favorite place(s) to vacation:

West part of China (e.g., Yunnan Province, Xinjiang Province)

Favorite book(s):

I love science fiction and suspense novels.

What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much?

I love documentaries, The Social Dilemma and Seaspiracy, for example, are two of my favorites.

What is your favorite type of music or artist(s) and why?

I love the composers in the Romantic period and the Impressionist painters. In general, I enjoy any type of art that symbolizes freedom, intense energy, and passion.

If I had my way, the business school of the future would have much more of this…

1) Embracing more diversity and expanding opportunities to the underprivilege; 2) Fostering creativity and encouraging outside-of-box thinking, and 3) Prioritizing social responsibility and preparing future leaders and entrepreneurs for a sustainable future.

In my opinion, companies, and organizations today need to do a better job at…

Coping with fear, managing uncertainty, and preparing for a sustainable future.

I’m grateful for…

The best possible support that HEC Paris provides, which ensures my success as both a researcher and a teacher. Equally important is the unconditional support and understanding from my husband and our parents, as well as the patience and tolerance by my two young sons.