Joonhwi Joo

Joonhwi Joo is an Assistant Professor of Marketing at the Naveen Jindal School of Management, University of Texas at Dallas. His research focuses on structural econometric modeling, consumer behavior, and applied microeconomics. He holds a PhD in Economics from the University of Chicago (2018), MA in Economics from the University of Chicago (2013), and BA in Economics from Seoul National University (2012).

His research interests span econometric methods for discrete choice models, consumer welfare evaluation, and market dynamics. Notable work includes developing A/B test optimization frameworks and analyzing generational shifts in brand preferences (e.g., craft beer adoption by Millennials). He co-authored Structural Econometric Modeling in Industrial Organization and Quantitative Marketing (Princeton University Press, 2023).

Main contributions include advancing rational inattention theory empirically, refining instrumental variable techniques for selection bias, and applying structural models to marketing challenges. His work has been recognized with the MSI Robert D. Buzzell Best Paper Award 2023 for research on craft brands' market emergence.

Current projects explore minimax-regret decision frameworks for multi-arm experiments, quantity surcharging practices, and market power dynamics in OTC drug industries.