Assistant Professor of Marketing
Educational BackgroundPh.D., Social Psychology, University of Virginia, 2009
M.A., Social Psychology, Seoul National University, 2004
B.A., Summa Cum Laude, Psychology, Seoul National University, 2002
Positions HeldAssistant Professor, University of Illinois at Urbana Champaign, 2012 to present
Postdoctoral Research Associate, University of Illinois at Urbana Champaign, 2009-2012
Recent PublicationsKoo, M., Choi, I., Choi, J. Forthcoming. Analytic vs. Holistic Cognition: Construct and Measurement. In J. Spencer-Rogers & K. Peng (Ed.), The Psychological and Cultural Foundations of Dialectical Thinking . Oxford: Oxford University Press.
Shavitt, S. , Koo, M. 2015. Categories of cultural variation. In Sharon Ng, Angela Y. Lee (Ed.), Handbook of Culture and Consumer Behavior. In Frontiers of Culture and Psychology series, 99-117. Oxford: Oxford University Press.
Riemer, H., Shavitt, S. , Koo, M., Markus, H. 2014. Preferences Dont Have to Be Personal: Expanding Attitude Theorizing with a Cross-Cultural Perspective . Psychological Review, 121: 619-648
Park, B., Choi, J., Koo, M., Sul, S., Choi, I. 2013. Culture, self, and preference structure: Transitivity and context independence are violated more by interdependent people . Social Cognition, 31: 106-118
Teaching and Research Interests
Teaching: Consumer Behavior, International Marketing, Marketing Communications
Research: Cross cultural consumer psychology, Personal history/cultural background and thinking styles, Consumer emotions & happiness