Lecturer (assistant professor),UCL

Marketing Science

Media Consumption, Marketing Effectiveness, Two-sided Markets Empirical Industrial Organization, Structural Models, Bayesian Econometrics

Publications:

Mela, Carl F., Jason M.T. Roos, and Yiting Deng (2013), “A Key Word History of Marketing Science,” Marketing Science, 32(1): 8-18.

Deng, Yiting, D. Sunshine Hillygus, Jerome P. Reiter, Yajuan Si, and Siyu Zheng (2013),“Handling Attrition in Longitudinal Studies: The Case for Refreshment Samples,” Statistical Science, 28(2): 238-256.

Working Papers:

Deng, Yiting and Carl F. Mela, “TV Viewing and Advertising Targeting,” revise and resubmit, Journal of Marketing Research.

Deng, Yiting, William Boulding, Richard Staelin, and Wei Wang, “Consumer Sophistication, WOM and ‘False’ Promotions,” under review, Marketing Science.

Deng, Yiting and Carl F. Mela, “Research Opportunities in DVR Advertising.”