Lisha Yuan

I am a PhD candidate in Marketing at London Business School, on the 2026-2027 academic job market. I am advised by Nader Tavassoli.

In 2021, I received my Master’s degree in Financial Engineering from the National University of Singapore and a Master’s degree in Enterprise Management from Peking University. In 2018, I received my Bachelor of Economics in Financial Engineering from Wuhan University.

My research studies how consumers make sequential choices in digital environments, with a focus on state dependence — how prior experiences shape subsequent choices — across both hedonic consumption (streaming services) and platform competition (multi-homing instant delivery marketplaces). I examine when and why consumers exhibit positive or negative state dependence, and analyze these dynamics at different levels of granularity, including attribute-level and platform-level effects. My methodological approach combines causal inference, large-scale field data, structural modelling, lab experiments, and meta-analysis to better understand behavioral dynamics in digital markets.