Caroline Wang

PhD Candidate in Quantitative Marketing

Kellogg School of Management, Northwestern University

On the academic job market · 2026-27

Welcome! I am an empirical marketing researcher studying how information, innovation, and social influence shape consumer choice, firm strategy, and market outcomes.

My research lies at the intersection of sustainability, product innovation, and digital platforms. Specifically, I examine why consumers choose sustainable products, how sustainability labels affect demand on digital platforms, how social networks and referral incentives encourage sustainable service adoption, and how firms modify products in ways that consumers may not easily observe.

Methodologically, I integrate experiments, causal inference, hierarchical Bayesian modeling, and machine learning. I also work with industry partners to evaluate marketing interventions.

Before joining Kellogg, I earned an M.A. in Applied Economics and an M.S. in Industrial and Operations Engineering from the University of Michigan.