Jaeyeon Chung

Jaeyeon (Jae) Chung is an assistant professor of marketing at the Jones Graduate School of Business at Rice University. She received her Ph.D. in 2018 at Columbia Business School in New York. Jaeyeon also has two masters degree – Master of Philosophy (MPhil) in marketing and Master of Science (MS) at the same institution. Prior to studying marketing, she received a B.A. in psychology with honors with a minor in international studies at the University of Michigan in Ann Arbor.

Jaeyeon’s research interest includes ownership, the role of self-identity, digital marketing and new technologies, and time perception in the context of consumer behavior. Her most recent research focuses on behavioral downstream consequences of possessions on consumer performances. Some of Jaeyeon’s ongoing research examines virtual reality and the consumer satiation, the impact of augmented reality on consumer-brand connection, perception of found (windfall) time, news consumption on social news channels (Reddit) and the sharing economy (Airbnb). She runs controlled lab experiments by designing surveys, runs field experiments to test ecological validity of theories and shares her insights with marketers.

Research Interests:

• Digital marketing: VR, AR, Instagram, YouTube, Digital news consumption
• Possessions: ownership, luxury consumption, self-concept
• Time: windfall time, daylight savings