Jihye is a doctoral student in marketing at the Jones Graduate School of Business, Rice University. She has substantial professional experience in consulting and business research across various industries including consumer electronics, chemicals, consumer goods, and pharmaceuticals. She also contributed to three consumer-trend books. Those experiences laid the foundation for her interest in consumer behaviors. Jihye’s current research focuses on financial decision making, educational spending, and the role of social influence in consumer behavior. She received an MBA from KDI School and a B.A. in business from Yonsei University.