Education

Ph.D. in Marketing, Syracuse University, 2012

M.S. in Statistics, Stanford University, 2007

B.S. in Industrial Management, KAIST, 2001

Research Interests

Quantitative Marketing, Advertising, Pricing, Product Design, Online Experiments

Journal Publications

Joo, M., Kenneth C. Wilbur, and Yi Zhu (2016), "Effects of TV Advertising on Keyword Search," International Journal of Research in Marketing, 33(3), 508-523.
Joo, M., Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu (2014), "Television Advertising and Online Search," Management Science, 60(1), 56-73.
  • Winner, John D.C. Little Best Paper Award
  • Finalist, Frank M. Bass Outstanding Dissertation Award
Joo, M., Tridib Mazumdar, and S. P. Raj (2012), "Bidding Strategies and Consumer Savings in NYOP Auctions," Journal of Retailing, 88(1), 180-188.

Working Papers

Joo, M., Wendy Liu, and Kenneth C. Wilbur, "Message Liking versus Motivation Activation: Divergent Serial Position Effects in Persuasion."


Hardt, Nino, Youngju Kim, M. Joo, Jaehwan Kim, Greg M. Allenby, "Reconciling Stated and Revealed Preferences."
  • AMA ART Forum Best Paper Award
Joo, M., Kenneth C. Wilbur, and Dinesh K. Gauri, "Demand Allocation Effects of Product line Pricing with Advance Selling."

Awards and Honors
  • Best Paper Award, AMA Advanced Research Techniques Forum, 2017
  • Winner, John D.C. Little Award for the Best Marketing Paper Published in Marketing Science or Management Science, 2015
  • Finalist, Frank M. Bass Award for the Best Marketing Paper Derived from a Ph.D. Thesis Published in INFORMS journals, 2015
  • Procter and Gamble Research Grant (co-PI with G.M. Allenby), 2014
  • Haring Symposium Faculty Representative, Indiana University, 2014
  • All-University Doctoral Prize, Syracuse University, 2012
  • AMA-Sheth Foundation Doctoral Consortium Fellow, Texas Christian University, 2010
  • MSI-WIMI Research Grant (co-PI with K. C. Wilbur and Y. Zhu), 2010
  • Future Professoriate Award, Syracuse University, 2009