UCL School of Management

Yiting Deng

Associate Professor
Phone number
(0)20 3108 6081
(internal 56081)
Office location
Level 38, 1 Canada Square
Rm W2


Yiting Deng is an Assistant Professor of Marketing and Analytics at the UCL School of Management, University College London. Her main research interests are in digital platforms, advertising, and two-sided markets.

Yiting received her PhD in Marketing and MS in Statistics from Duke University. She also holds Bachelor’s degrees in Economics and Statistics and a Master’s degree in Economics from Peking University. Prior to joining UCL, she was an Assistant Professor at the University of Notre Dame’s Mendoza College of Business. She has taught at institutions including Duke, Notre Dame, Cambridge, and Peking University. 


Yiting’s research has been published in academic journals such as Management Science, Marketing ScienceJournal of Marketing Research, Journal of Operations ManagementJournal of Economic Behavior and Organization, International Journal of Research in Marketing, and Statistical Science


PhD supervisor to:

Selected publications
Miao, W., Deng, Y., Wang, W., Liu, Y., & Tang, C. S. (2022). The effects of surge pricing on driver behavior in the ride‐sharing market: Evidence from a quasi‐experiment. Journal of Operations Management. doi:10.1002/joom.1223 [link]
Deng, Y., Lambrecht, A., & Liu, Y. (2022). Spillover Effects and Freemium Strategy in the Mobile App Market. Management Science. doi:10.1287/mnsc.2022.4619 [link]
Alantari, H. J., Currim, I. S., Deng, Y., & Singh, S. (2022). An Empirical Comparison of Machine Learning Methods for Text-based Sentiment Analysis of Online Consumer Reviews. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2021.10.011 [link]
Deng, Y., Staelin, R., Wang, W., & Boulding, W. (2018). Consumer sophistication, word-of-mouth and “False” promotions. Journal of Economic Behavior and Organization. doi:10.1016/j.jebo.2018.05.011 [link]
Deng, Y., & Mela, C. F. (2018). TV Viewing and Advertising Targeting. Journal of Marketing Research. doi:10.1509/jmr.15.0421 [link]
Mela, C. F., Roos, J., & Deng, Y. (2013). A Keyword History of Marketing Science. Marketing Science. doi:10.1287/mksc.1120.0764 [link]
Deng, Y., Hillygus, D. S., Reiter, J. P., Si, Y., & Zheng, S. (2013). Handling Attrition in Longitudinal Studies: The Case for Refreshment Samples. Statistical Science, 28 (2), 238-256. doi:10.1214/13-STS414 [link]