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

Designing Distributed Ledger Technologies, like Blockchain, for Advertising Markets. [SSRN]

International Journal of Research in Marketing (2022) with Seung Hyun Kim, Anindya Ghose and Kenneth C. Wilbur, Forthcoming

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, 2022

  • 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

Recent/Upcoming Talks

  • ISMS Marketing Science Conference (June 2023)

  • KAIST College of Business (March 2023)

  • Conference on AI/ML/BA (December 2022)


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