[Interview with Newly Appointed Faculty for Fall 2025] Professor Angela Aerry Choi —
Move Forward Steadily with a Long-Term Perspective, Rather Than Focusing Only on Immediate Results. 

In September 2025, Korea University Business School appointed five new faculty members, each bringing expertise in diverse areas of research: Professor Dae hoon Noh (LSOM), Professor Juyoung Lee (Business Administration), Professor Seunghoo Chung (Business Administration), Professor Jae Young Cho (Strategy), and Professor Angela Aerry Choi (Information Systems). 
To mark the occasion, KUBS News sat down with the newly appointed professors to introduce their research interests and educational philosophies to our readers. 

Q1. Please introduce yourself. 

After earning my Ph.D. in Management Engineering from KAIST, I started my academic career as an Assistant Professor at Florida State University. I later continued my research and teaching at Sungkyunkwan University Business School before recently joining Korea University Business School. My research focuses on Information Systems and Business Analytics, exploring data-driven decision-making and consumer behavior in digital environments. Through my research, I strive to achieve both academic excellence and social impact by collaborating with industry partners. 

Q2. What led you to join Korea University Business School, and how do you feel about it? 

My academic journey through KAIST, Florida State University, and Sungkyunkwan University has allowed me to gain diverse academic and cultural experiences. Korea University is an academic community that harmonizes tradition and innovation, and it is a great honor for me to join such a distinguished institution. I was deeply inspired by KUBS’s vision of fostering global leaders through data and technology, which led me to join the school. I am committed to leveraging my research and teaching experience to contribute to the development of Korea University and the growth of its students. 

Q3. What research areas or topics are you currently focusing on? 

My research focuses on consumer behavior in the context of digital platforms and artificial intelligence (AI). I use experimental methods to examine how the credibility of AI-generated review summaries and the authenticity of influencer marketing influence consumer decision-making. I also study how users form habits and sustain continued use in digital health and fintech services. Drawing on my research experience at Florida State University and Sungkyunkwan University, I pursue meaningful research that bridges academia and industry on a global scale. 

Q4. What is your teaching and mentoring philosophy? 

I believe that classes should go beyond delivering knowledge and serve as a space where students learn to define and solve problems independently. Drawing on my experience, I value experiential learning that integrates both theory and real-world data. One of my core teaching philosophies is fostering an environment where students feel comfortable taking risks and learning from failure. Ultimately, my goal is to help students develop the ability to tell compelling stories with data. 

Q5. Besides academic knowledge, what do you think students must learn during university life? 

Developing collaboration and communication skills is one of the most important goals of university education. Through my Ph.D. program at KAIST and my research and teaching experiences in the U.S. and Korea, I have come to deeply appreciate the value of understanding and working effectively across differences. While academic achievement is crucial, the experience of developing teamwork and leadership skills will be invaluable beyond graduation. That is why I encourage students to not only gain knowledge, but also learn how to grow together with others. 

Q6. As a new faculty member at the Business School, what are your goals or visions moving forward? 

I hope to contribute to positioning Korea University Business School as a global hub for research and education. In particular, I plan to generate both academic contributions and industry insights through empirical research leveraging data and technology. Above all, my goal is to become a globally recognized scholar by consistently publishing high-impact research in leading academic journals. Building on my previous experiences, I aim to expand my global network and contribute meaningfully to research, education, and industry. 

Q7. Finally, do you have any advice or encouragement for Korea University students as they head out into the world? 

As a researcher, I believe perseverance is the greatest virtue. To become a globally impactful scholar, it is more important to build a lasting body of meaningful knowledge over time than to seek short-term success. Whether in academia or in life, I hope students will maintain a long-term perspective and continue progressing with patience and consistency, rather than chasing immediate results. Failures and missteps are integral to the growth process, and it is through them that great achievements eventually emerge.