Yanqing Gui

Biography

Welcome! I am a Ph.D. candidate in Quantitative Marketing at the SC Johnson College of Business, Cornell University.

My research focuses on understanding the marketing implications of narratives through the lens of consumer outcomes. This intersection of causal inference and natural language processing poses exciting methodological and empirical challenges, especially as narratives are endogenous, unstructured, and often subtle in their implications. I take a flexible, question-driven approach to methodology, developing and applying tools from causal inference, Bayesian nonparametrics, and generative models to uncover how narratives shape consumer behavior. My work develops new approaches to understand the demand effects of brand news, evaluate the impact of large language models on consumer activism, and infer media exposure from search data—with the ultimate goal of uncovering the managerial implications of narratives for marketing, branding, and public relations.

Recent Courses

• BANA 5440 - Statistical Programming in Python