Updated on: Oct 2026

RESEARCH INTEREST

• AI and consumer interactions, Video game analytics, Creator economy, Public policy and marketing interface, Social media analytics, and Image analysis

SELECTED PUBLICATIONS

[4] Jo, Wooyong; Sunder, Sarang; Choi, Jeonghye; Trivedi, Minakshi (2025) “In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings”. Journal of Consumer Research, 52(3): 502-525. [Link]

[3] Lowe, Mike; Jo, Wooyong; Ward, Morgan; Vohs, Kathleen (2025) “The Sound of Status: Product Volume as a Status Signal of Dominance or Prestige”. Journal of Marketing Research, 62(4): 740-756. [Link]

[2] Jo, Wooyong; Lewis, Mike (2024) “Sponsored Product-based Competition and Customer Engagement: A Study of an Esports Competition in the Video Game Industry.” Production and Operations Management, 33(3): 621-851. [Link]

[1] Jo, Wooyong; Sunder, Sarang; Choi, Jeonghye; Trivedi, Minakshi (2020) "Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending." Marketing Science, 39(1): 117-133. [Link]

WORKING PAPERS

• Research about video game live streamers with Mike Lewis and Yanwen Wang

  • Working paper available at [here at SSRN] or [here at MSI]

• Research on the disposable cup deposit policy with Hyunwoo Jung and Jeonghye Choi

  • Reject and Resubmit at Production and Operations Management (Marketing Department)

• Research about AR video game with Hyoryung Nam, Min-Seok Pang and Jeonghye Choi

  • Revise and Resubmit to the 3rd round review at Production and Operations Management (Marketing Department)

• Research on AI review summary with Jie Li and Hyoryung Nam

  • Revise and Resubmit to the 2nd round review at Production and Operations Management (Marketing Department) – Generative AI special issue

• Research on suspense and surprise in video gameplays with Hyoryung Nam and Jeonghye Choi

  • Revise and Resubmit to the 2nd round review at Journal of the Academy of Marketing Science

• Research about the beauty premium of physicians on mobile health platforms with Wreeto Kar.

• Research on AI-assisted product reviews: solo author