Mingyu (Max) Joo

Assistant Professor of Marketing, UC Riverside

[Curriculum Vitae]

Links to SSRN, Google Scholar, UCR Faculty Page


Assistant Professor, School of Business, UC Riverside, 2018-Present

Assistant Professor, Fisher College of Business, Ohio State University, 2012-2018

Associate Editor, Decision Sciences (Marketing/OM/IS Interface), 2019-Present

Associate Editor, Information Economics and Policy, 2017-Present


Ph.D. in Marketing, Syracuse University, 2012

M.S. in Statistics, Stanford University, 2007

B.S. in Industrial Management, KAIST, 2001

Journal Publications

Temporal Distance and Price Responsiveness: Empirical Investigation of the Cruise Industry. [SSRN]

Management Science (2020) with Dinesh K. Gauri and Kenneth C. Wilbur

Divergent Temporal Courses for Liking vs. Wanting in Response to Persuasion. [SSRN]

Emotion (2020) with Wendy Liu and Kenneth C. Wilbur

Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years. [SSRN][arXiv]

Quantitative Marketing and Economics (2019) with Rex Y. Du and Kenneth C. Wilbur

  • Finalist, Robert D. Buzzell MSI Best Paper Award for the MSI working papers that have made the most significant contribution to marketing practice and thought, 2020

  • Runner-up, MSI 2018-2020 Research Priorities Working Paper Competition

  • Previous version released as MSI Report #13-138

Optimal Product Design by Sequential Experiments in High Dimensions. [SSRN]

Management Science (2019) with Michael L. Thompson and Greg M. Allenby

Effects of TV Advertising on Keyword Search. [SSRN]

International Journal of Research in Marketing (2016) with Kenneth C. Wilbur and Yi Zhu

  • Highlighted in "What Should Marketers Read? Our Academic Trustees Tell Us" on MSI.org, 2017

Television Advertising and Online Search. [SSRN]

Management Science (2014) with Kenneth C. Wilbur, Bo Cowgill and Yi Zhu

  • Finalist, Don Morrison Long Term Impact Award for a significant long run impact on the field of Marketing in the past 5~10 years, 2021

  • 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

Bidding Strategies and Consumer Savings in NYOP Auctions.

Journal of Retailing (2012) with Tridib Mazumdar and S. P. Raj

Working Papers

Seller Incentives in Sponsored Product Listings on Online Marketplaces.

with Jiaqi Shi and Vibhanshu Abhishek

A Microeconomic Choice Model with Consumers’ Internal Price Standard.

with Dong Soo Kim

Counterfactual Demand Predictions: Deep Learning with Microeconomic Theory.

with Dong Soo Kim, Chul Kim and Hai Che

Reconciling Stated and Revealed Preferences.

with Nino Hardt, Youngju Kim, Jaehwan Kim and Greg M. Allenby

  • Best Paper Award, AMA Advanced Research Techniques Forum, 2017

Demand Allocation Effects of Product line Pricing with Advance Selling.

with Kenneth C. Wilbur and Dinesh K. Gauri

Recent/Upcoming Talks

  • University of Houston (March)

  • SKK University (April)

  • IISA (May)

  • INFORMS Mktg. Sci. (June)

  • 17th SCECR (June)

  • KAIST BTM (July)

  • Baruch College (September)

  • UCR Field Colloqia (October)


UCR: Brand Management (FTMBA, Undergrad)

OSU: Marketing Models (PhD), Optimal Pricing and Product Design (FTMBA), Market Research (Undergrad), CRM (Undergrad), Quantitative Pricing (FTMBA Individual Studies)

Syracuse: Marketing Principles (Undergrad), Brand Management (Undergrad with Markstrat)


UCR School of Business

900 University Ave.

Riverside, CA 92521, USA

(951) 827-3733

mingyu.joo at ucr.edu