Yuanchen Su

Yuanchen Su is a fifth-year Ph.D. student in the Department of Marketing at the University of Minnesota. Yuanchen received her M.S. in Industrial and Systems Engineering and M.S. in Statistics from the University of Minnesota, and B.E. in Automatic Control from Tsinghua University in China.

Her current research focuses on salesforce and gamification. She uses econometric models and structural models to study the effectiveness of various gamified incentive programs in salesforce. In addition, she studies how consumer search influences product design. She also uses analytical models to study how social listening influences competition and how social learning influences the inventory decision of manufacturers.

Substantively, she interests in salesforce, incentive design, gamification, and consumer search. Methodologically, she uses econometrics models and structural models, and applied game theory.