Welcome!

My name is Yuna Choe, and I am an Assistant Professor of Marketing at G. Brint Ryan College of Business, University of North Texas.

My substantive research interest is in exploring the factors that influence consumers' financial and spending decisions and understanding psychological factors that explain consumer behavior.

I employ a diverse set of methods to study important issues in understanding consumer behavior, including lab experiments, large-scale surveys, field experiments, and secondary datasets.

After graduating from Sheldon High School in Eugene, Oregon, I relocated to Korea where I obtained a B.S. in Economics with a double major in Business Administration from Korea University in Seoul, and an M.S., in Marketing from Seoul National University. With an interest in Consumer Psychology and Buyer Behavior, I received my Ph.D. in Marketing from Mays Business School, Texas A&M University in August 2021.