Assistant Professor of Marketing, Naveen Jindal School of Management, The University of Texas at Dallas
Contact: [first name] dot [last name] at gmail dot com
Click here for my CV.
Research
Working Papers
Joonhwi Joo, "Selecting the Best Arm in One-Shot Multi-Arm RCTs: the Asymptotic Minimax-Regret Decision Framework for the Best-Population Selection Problem" (new version coming soon)
Yeowoon Park, Yufeng Huang, Joonhwi Joo, "Brand Capital Formation and Depreciation Dynamics Associated with Patent/Exclusivity Expiration of OTC Drugs"
Publications in Refereed Journals
[6] Joonhwi Joo, Khai X. Chiong, "Getting the Most Out of A/B Tests Using the Asymptotic Minimax-Regret Criteria", 2025, Management Science
[5] Jean-Pierre H. Dube, Joonhwi Joo, Kyeongbae Kim, "Discrete/Continuous Choice Models and Representative Consumer Theory", 2025, Journal of Economic Theory
[4] Joonhwi Joo, "Rational Inattention as an Empirical Framework for Discrete Choice and Consumer-Welfare Evaluation", 2023, Journal of Marketing Research
[3] Dan A. Black, Robert J. LaLonde, Joonhwi Joo, Jeffrey A. Smith, Evan J. Taylor, "Simple Tests for Selection: Learning More from Instrumental Variables", 2022, Labour Economics
[2] Bart J. Bronnenberg, Jean-Pierre H. Dube, Joonhwi Joo, "Millennials and the Take-Off of Craft Brands: Preference Formation in the U.S. Beer Industry", 2022, Marketing Science
Winner, MSI Robert D. Buzzell Best Paper Award 2023
[1] Jean-Pierre H. Dube, Ali Hortacsu, Joonhwi Joo, "Random-Coefficients Logit Demand Estimation with Zero-Valued Market Shares", 2021, Marketing Science
Other Publications
Tomomichi Amano, Joonhwi Joo, "You’re Probably A/B Testing Too Much. Here’s What to Do Instead.", 2025, HBR Online (Japanese version)
Works in Progress
"Customer Inattention and Quantity Surcharging" (with Giovanni Compiani, Jean-Pierre H. Dube)
Textbook
Ali Hortacsu, Joonhwi Joo, "Structural Econometric Modeling in Industrial Organization and Quantitative Marketing", 2023, Princeton University Press