Hyun Euh

Hyun Euh is an Assistant Professor of Business Administration and Coordinator of the Business Administration Behavioral Research Lab at the University of Illinois at Urbana-Champaign. Their primary research focuses on social psychology, consumer behavior, and cross-cultural studies, particularly exploring prosociality, political ideology, and cultural influences on behavior. Euh holds a Ph.D. in Social Psychology from the University of Minnesota (2021), and dual B.A. and M.A. degrees from Sungkyunkwan University in South Korea.

Research interests include understanding how cultural contexts shape social norms, prosocial vs. antisocial behaviors, and the interplay between political conservatism/liberalism and consumer behavior. Recent work examines responses to the COVID-19 pandemic across nations and the role of dehumanization in moral judgments. Euh has received grants for projects on global political polarization, AI-driven beauty standards, and cultural dynamics in marketing.

Scientific contributions span journals like European Journal of Personality, Nature Communications, and Proceedings of the National Academy of Sciences. They were honored as an Excellent Teacher by the University of Illinois' Center for Innovation in Teaching & Learning (2022-2024). Current teaching includes Global Marketing (BADM 584), analyzing market strategies across international boundaries.