Yuna Choe

Assistant Professor of Marketing, Hankamer School of Business, Baylor University

bio:

Yuna is an Assistant Professor of Marketing at Hankamer School of Business at Baylor University. 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. The goal of Yuna’s research is to provide practical and helpful suggestions for consumer financial well-being using the tools of experimental psychology and behavioral economics.

Website: www.yunachoe.com

3 questions:

• What aspects of this research agenda are you most excited about?

Applying new knowledge (theories) to change behavior (practice)

• Of all the work you have done, what project / paper is your personal favourite and why?

I must be biased towards my first child (inspired by Gourville and Soman’s payment depreciation paper), which explores and identifies when and why planning for spending too early may backfire!

•  Which is the one paper or book that you wish you had written (but have not)?

  The first book that got me interested in studying consumer judgment and decision-making was Nudge by Richard Thaler and Cass Sunstein. The paper that inspired me a lot for its brilliant paradigm is Overearning by Chris Hsee et al.