Rate My Professor Jaeyeon Chung

Jaeyeon Chung, known professionally as Jae Chung, serves as the William S. Mackey Jr. Distinguished Assistant Professor of Marketing in the Jones Graduate School of Business at Rice University, aligning with the Business & Economics faculty. She obtained her Ph.D. in Marketing from Columbia Business School in June 2018, accompanied by an M.Phil. in Marketing in January 2018 and an M.S. in Marketing Science in August 2011 from the same institution. Earlier, she earned a B.A. in Psychology in December 2009 from the University of Michigan, Ann Arbor, graduating with distinction, psychology honors, and university honors. Since July 2018, Chung has held her position at Rice University, where she was on maternity leave during 2023–2024. Her academic journey reflects a transition from psychology to marketing, focusing on consumer behavior.

Chung's research interests encompass digital marketing, including consumer interactions with new technologies such as NFTs, generative AI like ChatGPT, VR, AR, Instagram, YouTube, and robots; possessions involving ownership, luxury consumption, and self-concept; and alternative resources like windfall time, time slack, and information. Notable publications include 'An Empirical Investigation of the Impact of ChatGPT on Creativity' in Nature Human Behaviour (2024, with Byung Cheol Lee), 'I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties' in Journal of Consumer Research (2023, Editor’s Choice, with Yu Ding and Ajay Kalra), 'Spending Windfall (Found) Time on Hedonic versus Utilitarian Activities' in Journal of Consumer Research (2023, with Leonard Lee, Donald R. Lehmann, and Claire I. Tsai), 'Mining Consumer Minds: Downstream Consequences of Host Motivations for Home-Sharing Platforms' in Journal of Consumer Research (2022, with Gita V. Johar, Yanyan Li, Oded Netzer, and Matthew Pearson), and 'The Seesaw Self: Possessions, Identity (De)Activation, and Task Performance' in Journal of Marketing Research (2018, with Gita V. Johar). She has also contributed to Harvard Business Review (2024) and a book chapter 'Our Identities, Our Selves' (2019). Awards include MSI Young Scholars 2025, Rice Business Award for Excellent Research (2025, 2024), Chazen Institute grants, and various doctoral fellowships. Chung teaches MGMT 688 Consumer Insights (MBA) and BUSI 380 Marketing (undergraduate), serves on committees like the Undergraduate Minor and Research Committee, and reviews for leading journals including Journal of Consumer Research and Journal of Marketing Research. Her work has garnered media coverage in Houston Chronicle and Rice Business Wisdom, with presentations at conferences like ACR and invited talks such as the Rice Business Partners Faculty Roundtable (2025).