Ph.D. in Industrial Administration (Major: Information Systems), Carnegie Mellon University

M.S. in Industrial Administration (Major: Information Systems), Carnegie Mellon University

M.A. in Cognitive Science and Management, Yonsei University

B.S. in Electrical and Mechanical Engineering (Major: Computer Science and Industrial Engineering), Yonsei University

Associate Professor, Yonsei University, Graduate School of Information (Present)

Assistant/Associate/Full Professor, University of Seoul, School of Business Administration

Assistant Professor, UNIST, School of Business Administration

Senior Researcher, Samsung Economic Research Institute

Moon, J., Kim, Y., Choi, B., & Choi, H. (2026, Forthcoming) “Fail to Win: How Schadenfreude and Competitive Traits Predict Download Intention in Mobile Game Fail Ads”, Psychology & Marketing.

Ko, G., Choi, B., Cho, W., & Chang, Y. (2025) “Market Power Versus Regulation Forces: The Impact of Antitrust Regulation on Software Firms”, Asia Marketing Journal, 27(2), 106-116.

Whang, J. B., Song, J. H., Lee, J. H., & Choi, B. (2022) “Interacting with Chatbots: Message Type and Consumers' Control”, Journal of Business Research, 133, 309-318.

Kim, M. and Choi, B. (2022) “The Impact of Privacy Control on Users' Intention to Use Smart Home Internet of Things (IoT) Services”, Asia Marketing Journal, 24(1), Article 4.

Kim, M. and Choi, B. (2022) “The Impact of Privacy Control on Users' Intention to Use Smart Home Internet of Things (IoT) Services”, Asia Marketing Journal, 24(1), Article 4.

Choi, B., Choi, U., & Song, J. H. (2021) “Multitasking and Location-based Advertising: Effects of Perceived Intrusiveness, Location Proximity, and Product Durability on Avoidance”, International Journal of Advertising, 40(8).

Whang, J. B., Song, J. H., Choi, B. & Lee, J. H. (2021) “The Effect of Augmented Reality on Purchase Intention of Beauty Products: The Roles of Consumers’ Control”, Journal of Business Research, 133, 275-284.

Jung, Y., Choi, B., & Cho, W. (2021) “Group Satisfaction with Group Work under Surveillance: The Stimulus-Organism-Response (SOR) Perspective. Telematics and Informatics, 58.

Choi, U., & Choi, B. (2020) “The Effect of Augmented Reality on Consumer Learning for Search and Experience Products in Mobile Commerce”, Cyberpsychology, Behavior, and Social Networking, 23(11), pp 800-805.

Peterson, R. A., Kim, Y., & Choi, B. (2020) “A Meta-Analysis of Construct Reliability Indices and Measurement Model Fit Metrics​”, Methodology, 16(3), pp 208-223.