Experiments & Surveys
I design experiments, surveys, stimuli, and measures to isolate the mechanisms behind consumer decisions.
Marketing · Consumer Behavior · Digital Markets
Jaeyeon (Jae) Chung
William S. Mackey Jr. Distinguished Assistant Professor
Marketing · Rice University
I study how technology-mediated environments shape consumer identity, value, and choice.
My research combines experiments with natural shocks, marketplace data, and large-scale digital traces to understand what people trust, value, choose, and believe as markets evolve. My work appears in leading marketing and interdisciplinary journals, and related research has been featured in Harvard Business Review.
DIGITAL PLATFORMS & MARKETS
Studying consumer behavior where technology is changing the market.
My academic research examines consumer behavior across leading platforms, digital marketplaces, and emerging technologies.
ACADEMIC INSTITUTIONS & SCHOLARLY COMMUNITIES
Connected across marketing scholarship.
SELECTED CREDENTIALS
PEER-REVIEWED RESEARCHJournal of Marketing · Journal of Consumer Research · Nature Human Behaviour
RECOGNITIONMSI Young Scholar 2025 · Rice Business Research Excellence 2024 & 2025
PUBLIC ENGAGEMENTTEDxRiceU · Fox 26 News
Explore the research.
View current projects, the CV, teaching, and selected academic and public-engagement highlights.
RESEARCH APPROACH & CAPABILITIES
Connecting real-world behavior with causal evidence.
I use complementary methods to study consequential questions about consumer identity, motivation, trust, and choice.
Field Research
I study behavior in real settings, including natural shocks and changing marketplace environments.
Marketplace & Text Analysis
I analyze transactional, social-media, marketplace, and open-ended textual data at scale.
Multi-Method Evidence
I bring field data and controlled studies together to test whether findings hold across settings.