Hema Yoganarasimhan

Research Expertise

Empirical measurement and analytical modeling of social influence, Network effects,  Fashion, Empirical IO, Structural models of auctions, Dynamic decision models.

Academic Positions

  • Assistant Professor, Foster Faculty Fellow
    Michael G. Foster School of Business, University of Washington
  • Adjunct Assistant Professor
    Computer Science and Engineering, University of Washington
  • Adjunct Assistant Professor
    Department of Economics, University of Washington
  • Faculty Affiliate
    Center for Statistics in the Social Sciences, University of Washington


Hema Yoganarasimhan completed her undergraduate degree at the Indian Institute of Technology, Madras, and at Yale University held a fellowship while completing her M.Phil., M.A. and Ph.D. in Marketing. In 2008 she won the MSI Alden G. Clayton Doctoral Dissertation Proposal Award, which is sponsored by the Marketing Science Institute.  She also won the 2012 Frank M. Bass Outstanding Dissertation Award and the 2013 John D.C. Little Best Paper Award, and was the finalist for the 2012 John D.C. Little Best Paper Award.

Curriculum Vitae (pdf)


Yoganarasimhan, Hema (2016), "Identifying the Presence and Cause of Fashion Cycles in Data."
Conditionally accepted, Journal of Marketing Research.

Yoganarasimhan, Hema (2016), "Estimation of Beauty Contest Auctions." (Code) (Web Appendix)
Marketing Science, Vol. 35(1), pp 27-54.

Yoganarasimhan, Hema (2013), "The Value of Reputation in Online Freelance Marketplaces." (Web Appendix)
Marketing Science, Vol. 32(6), pp 860-891.

  • Winner, John D.C. Little Best Paper Award, 2013

Yoganarasimhan, Hema (2012), "Cloak or Flaunt? – The Fashion Dilemma."
Marketing Science, Vol. 31(1), pp 74–95.

  • Winner, Frank M. Bass Outstanding Dissertation Award, 2012
  • Finalist, John D.C. Litte Best Paper Award, 2012

Yoganarasimhan, Hema (2012), "Impact of Social Network Structure on Content Propagation – A Study using YouTube Data," (Code).
Quantitative Marketing and Economics, Vol. 10(1), pp 111–150.

Mayzlin, Dina, and Yoganarasimhan, Hema (2012), "Link to Success – How Blogs Build an Audience by Promoting Rivals," (Technical Appendix).
Management Science, Vol. 58(9), pp 1651–1668.

Working Papers

Yoganarasimhan, Hema, "Search Personalization using Machine Learning."

Yoganarasimhan, Hema, "A Dynamic Model of Online Search."

Iyer, Ganesh, and Yoganarasimhan, Hema, "Strategic Group Polarization."