Simon Business School

Faculty Profile

Yufeng Huang
Assistant Professor of Marketing
Phone: 585.273.2438
Office: 3-221 Carol Simon Hall


Before joining Simon, Yufeng Huang obtained his PhD in Marketing and MS in Economics at Tilburg University (Netherlands).

Teaching Interests

Pricing, programming and data analytics

Research Interests

Yufeng Huang's research focuses on the intersection of Quantitative Marketing and Empirical Industrial Organization. His current research projects explore topics such as the evolution of consumer expertise, managerial quality and firm learning, the impact of product design on competition, and the emergence and impact of the e-commerce.

Professional History

Assistant Professor of Marketing
University of Rochester Simon Business School
July 2015 -


Tilburg University - 2015
Ph D
Tilburg University - 2011
Sun Yat-sen University - 2009


Corruption and Firm Growth in Transitional Economies (in Chinese)
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: China Economic Quarterly
Volume: 015
Issue: 4

Current Research Programs

Addiction and Second Mover Advantages in the Video Game Industry
The demand for a new product and its optimal release timing may depend on other recently released products. If product adoption is addicting, the release of a product will expand markets for the followers, softening competition. Focusing on the video game industry, we identify the intertemporal effect by exploiting variations in sales of games that are exclusive to a console platform, using a difference-in-difference approach. We find that sales of one game complements future sales of other games, to the extent that product entry can create subsequent market expansion effects. We quantify the impact of entry on other products through substitution, addiction, and satiation using a random coefficient demand model, and find that category-expansion effect can result in a second mover advantage.
An economic explanation for gender preference in rural China
Compatibility Between Consumer Durables
Learning by Doing and Consumer Switching Costs
Learning to Search and the Migration to Online
Learning to set prices in the Washington State liquor market
Pennies for your thoughts: Costly product consideration and purchase quantity thresholds
Revealed preference heterogeneity from consumer ratings
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