Yongwoog "Andy" Jeon, Ph.D.
Assistant Professor
Yongwoog "Andy" Jeon's work focuses on digital marketing, applying social psychological perspectives to understand how consumers think, feel and behave in interactive digital environments. His research examines responses to emerging technologies—including immersive media and social AI such as chatbots and smart speakers—and has been published in leading journals such as the Journal of Interactive Marketing and Media Psychology.
Research Areas
- Digital marketing and consumer behavior
- Social psychological perspectives in marketing
- Consumer responses to interactive and immersive technologies (e.g., skippable video ads, VR)
- Experimental methods tracking real-time digital behaviors (e.g., ad skipping, viewing duration, gaze movement)
- Social artificial intelligence in marketing (e.g., chatbots, smart speakers)
- AI applications in branding, retailing, health and social marketing
Selected Publications
- Reluctant to Ask a Human-ish Chatbot? When Anthropomorphic Cues Help and When They Backfire. Marketing Education Review, 2026.
- How Small Talk and Co-Viewing with AI Companions Boost Advertising Effectiveness and Persuasion: Chat, Watch, and Buy. Journal of Advertising Research, 2025.
- High Hopes, Hard Falls: Consumer Expectations and Reactions to AI-Human Collaboration in Advertising. International Journal of Advertising, 2025.
- The blame shift: Robot service failures hold service firms more accountable. Journal of Business Research, 2024.
- Let Me Transfer You to Our AI-Based Manager: Impact of Manager-Level Job Titles Assigned to AI-Based Agents on Marketing Outcomes. Journal of Business Research, 2022.