Jihye Jung, Ph.D.

Assistant Professor of Marketing


  • Ph.D. Rice University
  • MBA KDI School of Public Policy and Management
  • B.A. Yonsei University


Jihye Jung joined the Carlos Alvarez College of Business in 2019 as an assistant professor of marketing. Her research focuses on consumer identity and affect, cross-cultural consumer psychology and social influence on judgement and choice. Her interests also include understanding nonconscious downstream effects of consumer political identity. She has published in Journal of Marketing Research, Journal of Retailing and Journal of Public Policy and Marketing.

Prior to entering academia, she worked as a business consultant and marketing researcher for 10 years and was involved in developing strategic plans for various industries, including both consumer and B2B products and services. She received her doctorate in marketing from the Jones Graduate School of Business at Rice University.

Research Interests

  • Consumer identity
  • Social influence
  • Financial decision making

Selected Publications

  • “Political Identity and the Consumer Journey: A Research Review,” with Vikas Mittal, Journal of Retailing, forthcoming.
  • “Political Identity and Financial Risk-Taking: Insights from Social Dominance Orientation,” with Kyuhong Han, Vikas Mittal, Jinyong Zyung and Hajo Adam, Journal of Marketing Research, Vol. 56, No. 4, August 2019, pp. 581-601.
  • “Should I Buy This When I Have So Much? Reflection on Personal Possessions as an Anti-Consumption Strategy,” with Utpal Dholakia and Nivriti Chowdhry, Journal of Public Policy and Marketing, Vol. 37, No. 2, December 2018, pp. 260-273.