Young Eun Huh
School of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST)
Room 309, N22, 291 Daehak-ro, Yuseong-gu, Daejeon, 34141, Republic of Korea
Tel: +82 42 350 6320
Email: younghuh at kaist.ac.kr
I am an Associate Professor of Marketing (tenured) at School of Business and Technology Management, KAIST. I received my PhD in Marketing (minor in Social and Decision Science) from Tepper School of Business, Carnegie Mellon University in 2013. Before joining KAIST, I was an Assistant Professor of Marketing at School of Business and Management, HKUST.
Research Interests
Consumer Judgment and Decision Making, Behavioral Science, Consumer Psychology
Journal Publications (* corresponding author)
Briers, Barbara, Young Eun Huh*, Elaine Chan, and Anirban Mukhopadhyay, (2024) "Intergenerational Effects of Lay Beliefs: How Parents' Unhealthy = Tasty Intuition Influences their Children's Food Consumption and Body Mass Index," Journal of Consumer Research, 50(6), 1074-1096 (Lead Article).
Oh, Ga-Eun (Grace), Young Eun Huh, and Anirban Mukhopadhyay (2023) "Inducing consumers to use calorie information: a multinational investigation," Psychology & Health, 38(4), 459-477.
Oh, Ga-Eun (Grace), Young Eun Huh, and Anirban Mukhopadhyay (2021) "Informed indulgence: the effects of nutrition information provision and dietary restraint on consecutive food consumption decisions," Psychology & Health, 36(11), 1314-1335.
Vosgerau, Joachim, Irene Scopelliti, and Young Eun Huh (2020) "Exerting Self-Control ≠ Sacrificing Pleasures," Journal of Consumer Psychology, 30(1), 181-200 .
Scopelliti, Irene, Vosgerau, Joachim, and Young Eun Huh (2020) "Response to Commentaries on the Exerting Self-Control ≠ Sacrificing Pleasures Research Dialogue," Journal of Consumer Psychology, 30(1), 215-216.
Leo, Xuying and Young Eun Huh* (2020) "Who gets the blame for service failure? Attribution of responsibility toward robot versus human service providers and service firms," Computers in Human Behavior, 113 (December), 106520.
Briers, Barbara, Young Eun Huh*, Elaine Chan, and Anirban Mukhopadhyay (2020) "The unhealthy = tasty belief is associated with BMI through reduced consumption of vegetables: A cross-national and mediational analysis," Appetite, 150, 104639.
Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2016) “Selective Sensitization: Consuming a Food Activates a Goal to Consume its Complements,” Journal of Marketing Research, 53(6), 1034-1049.
Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2016) “More Similar but Less Satisfying: Comparing Preferences for and the Efficacy of Within- and Cross-Category Substitutes for Food,” Psychological Science, 27(6), 894-903.
Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2014) “Social Defaults: Observed Choices Become Choice Defaults,” Journal of Consumer Research, 41(October), 746-60.
Morewedge, Carey K., Young Eun Huh, and Joachim Vosgerau (2010) “Thought for Food: Imagined Consumption Reduces Actual Consumption,” Science, 303, 1530-1533.
Huh, Young Eun and Sang-Hoon Kim (2008), “Do Early Adopters Upgrade Early? Role of Post-Adoption Behavior in the Purchase of Next-Generation Products,” Journal of Business Research, 61(1), 40-46.
Teaching Interests
Marketing Management, Marketing Communication Strategy, Behavioral Decision Making, and Consumer Behavior
Teaching Experience
* Excellence in Teaching Award (KAIST개교 51주년 기념 우수강의상), KAIST, 2022
* Winner, the Franklin Prize for Teaching Excellence, HKUST, 2015-16
* Finalist for the Franklin Prize for Teaching Excellence, HKUST, 2014-15
* Finalist for the Franklin Prize for Teaching Excellence, HKUST, 2013-14
* Dean’s list for Excellence in Teaching, HKUST, 2013-16
Consumer Behavior (UG), KAIST
Spring 2023: 4.73/5.0 (department avg = 4.45)
Spring 2020: 4.73/5.0 (department avg = 4.34)
Fall 2018: 4.66/5.0 (department avg = 4.27)
Marketing (UG), KAIST
Spring 2019: 4.66/5.0 (department avg = 4.50)
Marketing Management for High-tech Companies (Master), KAIST
Fall 2020: 4.90/5.0 (department avg = 4.36)
Fall 2017: 4.77/5.0 (department avg = 4.24)
Theory of Consumer Behavior and Decision Making (Master/PhD), KAIST
Spring 2023: 4.88/5.0 (department avg = 4.45)
Spring 2022: 4.87/5.0 (department avg = 4.43)
Spring 2021: 4.91/5.0 (department avg = 4.39)
Spring 2018: 4.67/5.0 (department avg = 4.36)
Promotion and Advertising Management (UG), HKUST
Spring 2017: Three sections, mean evaluation, 93.5/100 (department avg = 81.0)
Fall 2015: Three sections, mean evaluation 92.9/100 (department avg = 76.5)
Fall 2014: Three sections, mean evaluation 91.3/100 (department avg = 85.6)
Fall 2013: Two sections, mean evaluation 90.3/100 (department avg = 77.3)
Introduction to Marketing (UG), Carnegie Mellon University
Summer 2011: One section, overall course evaluation 4.67/5 (college avg= 4.0)
Corporate Teaching
New Product Development for Electric Cars, KIA Motors, 2021 - current
Student Advising
Dissertation Chair:
Xuying Leo, KAIST, PhD, 2023 (currently, a post-doc at Wageningen Univ)
Grace Ga-eun Oh, HKUST, PhD co-chair, 2017 (currently, an Assistant Professor at Lingnan University, Hong Kong)
Academic Advisor:
Ilyung Cheong, KAIST, MS/PhD student, 2019 – current
Joann Zu Ern Ng, KAIST, MS student, 2024 – current
Heerack Bang, KAIST, K-school master student, 2023 – current
Seo Young Myaeng, KAIST, research associate, 2018 – 2019 (currently, a PhD student at Kellogg School of Business, Northwestern University)
Adjei Clement, KAIST, BTM, undergraduate student, 2023
Sera Paek, KAIST, master student, 2021 (currently, a business analyst at McKinsey & Company)
Wonsik Jeong, KAIST, K-school mater student, 2022 (currently, an investment manager at D3Jubilee Partners)
Eunju Kim, KAIST, K-school mater student, 2022
Thesis Committees:
Junho Oh, BTM, KAIST, PhD Dissertation committee, 2023
Kyuho Han, BTM, KAIST, PhD Dissertation committee, 2023
Janghyun Choi, BTM, KAIST, Master thesis committee, 2023
Sunyoung Choi, BTM, KAIST, Master thesis committee, 2023
Woori Cho, BTM, KAIST, Master thesis committee, 2023
Dohee Kim, BTM, KAIST, Master thesis committee, 2022
Gibin Gwon, ITM, KAIST, Master thesis committee, 2022
Myungki Jeong, BTM, KAIST, PhD Dissertation committee, 2021
Woohyun Paek, BTM, Master thesis committee, 2021
Sodam Kim, BTM, KAIST, Master thesis committee, 2021
Ahreum Lee, BTM, KAIST, Master thesis committee, 2021
Gibin Kwon, BTM, KAIST, Master thesis committee, 2021
Wonjae Jang, BTM, KAIST, Master thesis committee, 2020
Yunchul Shin, BTM, KAIST, PhD Dissertation committee, 2020
Wonjae Jang, BTM, KAIST, Master thesis committee, 2020
Haeyoon Bae, BTM, KAIST, PhD Dissertation committee, 2019
Hyun Sang An, Rutgers Business School, PhD Dissertation committee, 2017
Yimin Cheng, HKUST, PhD Dissertation committee, 2016