Jihye Jung, Ph.D.

Assistant Professor, Marketing

Jihye Jung Headshot


Jihye Jung is an assistant professor of marketing at the Carlos Alvarez College of Business. Her research is centered around consumer identity, cross-cultural consumer psychology, and the social influences shaping consumers’ preferences and choices. She is particularly intrigued by unraveling the nonconscious downstream effects of consumer political identity. Her research articles have been published in reputable marketing journals, including Journal of Marketing, Journal of Marketing Research, and Journal of Retailing.

Prior to entering academia, Jihye gained a decade of experience as a business consultant and marketing researcher at the LG Economic Research Institute. During this period, she actively contributed to the development of strategic plans for various industries, spanning both consumer and B2B products and services.

Jihye earned her doctoral degree in marketing from the Jones Graduate School of Business at Rice University.

Research Interests

  • Consumer identity
  • Social influence
  • Financial decision making
  • Education consumption


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


  • “How Political Identity Shapes Customer Satisfaction,” with Daniel Fernandes, Nailya Ordabayeva, Kyuhong Han, and Vikas Mittal, Journal of Marketing, Vol. 86, No. 6, 2022, 116-34.
  • “Political Identity and Preference for Supplemental Education Programs,” with Vikas Mittal, Journal of Marketing Research, Vol. 58, No. 3, 2021, 559-78.
  • “Consumers’ Preference for User-Designed versus Designer-Designed Products: The Moderating Role of Power Distance Belief,” with Xiaobing Song and Yinlong Zhang (2021), Journal of Marketing Research, Vol. 58, No. 1, 163-81.
  • “Political Identity and the Consumer Journey: A Research Review,” with Vikas Mittal, Journal of Retailing, Vol. 96, No. 1, 55-73.
  • “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, 2019, pp. 581-601.