Ellie Kyung

Associate Professor of Business Administration


Ellie J. Kyung is an Associate Professor in the Marketing area at the Tuck School of Business at Dartmouth. Prior to becoming an academic, Professor Kyung was a consultant with Monitor Group where she worked on client projects focused on marketing and multi-channel strategy and served as co-director of Marketspace’s Applied Interface Research Lab. She is currently the faculty director of the Tuck Behavioral Lab and a recipient of the 3M Non-Tenured Faculty Award.

Consumers frequently make decisions based on information they have to remember from the past or imagine about the future in the present. Professor Kyung’s research focuses on how memory (how people think about the past) and mental representation (how people think in the present) influence consumer decision making and behavior. She has shown that different mental representations that consumers use when remembering past events can influence judgments such as when those events occurred, how much to blame parties responsible for negative events, or when consumers feel ready to repeat experiences they have enjoyed in the past. Currently, she is researching questions around how memory and mental representation can influence the accuracy of consumer price memory, cross-cultural use of numeric scales, and issues related to consumer propensity to disclose information. In particular, she is focused on issues that have implications for the design of surveys, interfaces, and communication for marketers and policy makers. Her work has been published or is forthcoming in journals such as Journal of Marketing ResearchOrganizational Behavior and Human Decision Processes, Journal of Experimental Social Psychology, and Psychonomic Bulletin and Review. She teaches the MBA core marketing course and an elective research-to-practice seminar, “Time in the Consumer Mind,” on how the psychology of time influences consumer decision making. 

Professor Kyung holds degrees from Yale University (B.A. in Economics, International Studies) and New York University (M. Phil, Ph.D in Marketing). She lives in Hanover with her husband and two daughters.


Betting on People   //

Marketing Professor Ellie J. Kyung took and unconventional path to Tuck, guided by a simple principle: Follow the people you trust. Read more about Ellie Kyung's journey, here.

What If a Five-Star Rating Was Actually Bad?  //

In her latest research on consumer behavior and decision making, Tuck associate professor Ellie Kyung investigates what happens to consumer judgment when our rating system is turned upside down. 

Prices and Memory: Leave it to Intuition  //

Research by Ellie Kyung contrasts two ways in which consumers remember prices. Read the article from Tuck Forum

When Remembering Disrupts Knowing: Blocking Implicit Price Memory  //

When shopping for items, consumers often compare new prices to old prices in memory. Most people think that explicit price recall helps memory-based comparisons, but our research shows that explicit price recall can actually hurt memory-based price comparisons. Read a summary of Ellie J. Kyung's research at the American Marketing Association.




(603) 646-8966


  • Ph.D., Marketing, Leonard N. Stern School of Business, New York University, 2010
  • M.Phil., Marketing, Leonard N. Stern School of Business, New York University, 2008
  • B.A., Cum Laude, Economics, International Studies, Yale University, 1998