Yuna Choe

Yuna Choe is an Assistant Professor of Marketing at the Hankamer School of Business, Baylor University. Her research focuses on consumer financial decision-making, psychological factors influencing spending, and sensory perception effects on product evaluation.

• PhD in Business Administration (Marketing) from Texas A&M University (2021)
• MS in Marketing (Seoul National University, 2016)
• BS in Economics and BBA in Business Administration (Korea University, 2014)

Her research combines experimental psychology and behavioral economics with methods like lab experiments, field studies, and surveys. Recent work explores budgeting paradoxes, karmic beliefs in brand transgressions, and sensory-environmental impacts on consumer choices.

Publications include investigations into gift budgeting asymmetries, budget depreciation effects, and visual density's influence on product perception. She teaches courses such as MKT 3325 - Consumer Behavior.