Jaeyeon (Jae) Chung

Jaeyeon (Jae) Chung is the William S. Mackey Jr. Distinguished Assistant Professor. She received her Ph.D. in 2018 from Columbia Business School in New York. Jaeyeon also holds two master's degrees – a Master of Philosophy (MPhil) in Marketing and a Master of Science (MS), both from the same institution. Prior to studying marketing, she earned a B.A. in psychology with honors and a minor in international studies from the University of Michigan in Ann Arbor.

Jaeyeon's research interests include digital marketing, new technologies and consumer interaction with social media. Her most recent research focuses on comparing generative AI with traditional search engines in assisting human creativity. Some of Jaeyeon's ongoing research examines the role of YouTube in misinformation, the impact of virtual reality on need satiation, and NFT art consumption. She conducts controlled lab experiments by designing surveys, runs field experiments to test the ecological validity of theories, and shares her insights with marketers.

Research Interests: 

• Artificial Intelligence (AI), VR, new technology, innovation
• Social media: Instagram, YouTube, Twitter, and other emerging businesses
• Ownership, self-identity, time perception