Yuna Choe
Assistant Professor
Professional Summary
Yuna Choe is an assistant professor in Marketing at the Hankamer School of Business. Her primary research focuses on exploring the factors and interventions that influence consumers’ financial and spending decisions and understanding psychological factors that explain consumer behavior. She uses a diverse set of methods to study important issues in understanding consumer behavior, including lab experiments, large-scale surveys, field experiments and secondary dataset. Goal of her research is to provide practical and helpful suggestions for consumer financial well-being using the tools of experimental psychology and behavioral economics.
Education
- 2021 – PhD, Business Administration, Texas A&M University, College Station, Texas
- 2016 – MS, Marketing, Seoul National University, Seoul, Korea
- 2014 – BS, Economics, and BBA, Business Administration, Korea University, Seoul, Korea
Courses
- MKT 3325 – Consumer Behavior
Research Interests
- Consumer Financial Decision Making
- Consumer Behavior
- Visual and Sensory Perceptions
Selected Publications
- Choe, Y., Kan, C., & Polman, E. (2023). Divergent Effects of Budgeting for Gifts versus Personal Purchases. Journal of Consumer Research, ucad011.
- Choe, Y., & Kan, C. (2021). Budget depreciation: when budgeting early increases spending. Journal of Consumer Research, 47(6), 937-958.
- Choe, Y., Lee, Y., Chen, H. A., & Kim, S. H. (2021). Look! don’t let it weigh you down: the effect of visual density on perceived product heaviness and evaluation. Journal of Business Research, 126, 35-47.
