Choi, Jinhee 최진희

  • Marketing
  • Professor
  • Consumer Behavior, Consumer Psychology, Judgment and Decision Making
  • Room 412 in LG-POSCO bldg.
  • TEL : 02-3290-2620
  • Email :
  • Fax :
  • Homepage :
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  • Ph.D., Behavioral Science, University of Chicago Booth School of Business, 2009

  • M.A., Social Psychology, Seoul National University, 2003

  • B.A., Psychology, Seoul National University, 2001


  • ​Professor of Marketing, Korea University Business School, 2021
  • Associate Professor of Marketing, Korea University Business School, 2014
  • Assistant Professor of Marketing, Korea University Business School, 2009
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Kim, B. Kyu, Jinhee Choi, and Cheryl Wakslak (2019), “The Image Realism Effect: The Effect of Unrealistic Product Images in Advertising,” Journal of Advertising, 48, 251-270.


Cho, Eunhee and Jinhee Choi (2017), “The Bright Side of Copycat: The Effect of Perceived Fairness on Copycat Evaluation in Ethical Consumption,” Korean Journal of Consumer Studies, 28(6), 75-95.


Lee, Hyejin and Jinhee Choi (2015), “Event Valence Matters: Investigating the Moderating Role of Event Valence on Event Markers’ Systematic Effect,” Asia Marketing Journal, 16(4), 59-73.


Lee, Hyejin, Yoosun Kim, and Jinhee Choi (2014), “The Positive Effect of Possession Mimicry: The Role of Mimicker’s Perceived Competence and Mimickee’s Approval Motive,” Journal of Korean Marketing Association, 29(1), 133-148.


Fishbach, Ayelet and Jinhee Choi (2012), “When Thinking about Goals Undermines Goal Pursuit,” Organizational Behavior and Human Decision Processes, 118(2), 99-107.


Choi, Jinhee and Ayelet Fishbach (2011), “Choice as an End versus a Means,” Journal of Marketing Research, 48(3), 544-554.


Choi, Jinhee, B. Kyu Kim, Incheol Choi, and Youjae Yi (2006), “Variety-Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes,” Journal of Consumer Research, 32(4), 590-595.


Choi, Jinhee, Minkyung Koo, and Incheol Choi (2002), “The Effect of Relationship-Serving Perceptions on Relationship Satisfaction: In Case of Marriage Relationship and Parent-Child Relationship,” Korean Journal of Social and Personality Psychology, 16(3), 53-74.


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