Research

“Personalized Political Messaging in the Age of GenAI: Experimental Evidence from the 2024 US Elections”
Yi-Yun Chu, Uttara M. Ananthakrishnan, Ananya Sen, and Ramayya Krishnan

“Yelp Me If You Can: Online Reviews and the Future of Occupational Licensing”
Yi-Yun Chu, Uttara M. Ananthakrishnan, and Michael D. Smith
Presented at Statistical Challenges in Electronic Commerce Research 2024
Accepted at Yale AIML 2024
In preparation for submission to Management Science

“Multimodal Video Learning in Online Education: Managing Cognitive Load Patterns using Guided Attention Graphs”
Yi-Yun Chu, Zhe Deng, Wen Wang, and Pedro Ferreira
Presented at Statistical Challenges in Electronic Commerce Research 2024, Informs Annual Meeting 2024

Optimizing Student Engagement and Learning: Insights from Video Delivery and Cognitive Load Analysis in Courseware from Outlier.org
Yi-Yun Chu, Mi Zhou, Pedro Ferreira and Michael D. Smith

“Program-Ad Congruence in TV Advertising: A Multi-Genre Analysis of Thematic and Emotional Alignment Using Deep Learning Measures”
Yi-Yun Chu, Liye Ma, and Uttara M. Ananthakrishnan

“The Impact of Piracy Quality on Box Office Revenue”
Yi-Yun Chu, Brett Danaher, and Michael D. Smith
Presented at Statistical Challenges in Electronic Commerce Research 2023
In preparation for submission to Journal of Management Information Systems