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Yang Yang - University of Florida. Gainesville, FL, US

Yang Yang

Assistant Professor | University of Florida

Gainesville, FL, UNITED STATES

Yang Yang studies how people make decisions, inferences and predictions, and their implications for consumer welfare.


Yang Yang is an expert in consumer decision making in the Warrington College of Business. Her research interests include judgement and decision making, consumption experience, social influence, and AI and algorithmic bias in marketing, and technology and consumers.

Areas of Expertise (9)

Artificial Intelligence for Decision Support




Social Influence


Consumption Experience

Judgment and Decision Making

Hedonic Adaptation and Satiation

Articles (4)

Early Cost Realization and College Choice

Journal of Marketing Research

Haewon Yoon, et al.


Student loans defer the cost of college until after graduation, allowing many students access to higher lifetime earnings and colleges and universities they otherwise could not afford. Even with student loans, however, we find students psychologically realize the financial costs of a college education long before their loan repayments begin. We theorize this early cost realization frames financial decisions between most pairs of colleges as an intertemporal tradeoff.

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Prediction Biases: An Integrative Review

Current Directions in Psychological Science

Yang Yang, et al.


Research in psychology and related fields has documented a myriad of prediction biases, such as the underprediction of hedonic adaptation and the overprediction of other people’s concern for fairness. These prediction biases are ostensibly independent, each with its own cause. We argue, however, that many of these seemingly disparate biases are specific instances of a general bias—situation insensitivity: People are insensitive to variations in the situational variable that underlies the target variable.

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Relevance insensitivity: A new look at some old biases

Organizational Behavior and Human Decision Processes

Christopher K Hsee, et al.


People show systematic biases in judgment and decision making. We propose that many seemingly disparate biases reflect a common underlying mechanism—insensitivity to the relevance of some given information—and that manipulating the relevance of the information can eliminate or even reverse the original bias.

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The Mere Urgency Effect

Journal of Consumer Research

Meng Zhu, et al.


In everyday life, people are often faced with choices between tasks of varying levels of urgency and importance. How do people choose? Normatively speaking, people may choose to perform urgent tasks with short completion windows, instead of important tasks with larger outcomes, because important tasks are more difficult and further away from goal completion, urgent tasks involve more immediate and certain payoffs, or people want to finish the urgent tasks first and then work on important tasks later.

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