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 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. 

Consumers frequently make decisions reflecting on past experiences or speculating on the outcome of future experiences. Professor Kyung’s research is focused on the critical question of what shapes people’s mental representations when making these reflections and speculations, with the aim of understanding their behavior and decision making. Her interest is in understanding how people’s mental representations are shaped by 1) the way in which we ask questions about these experiences, 2) the response alternatives they are provided to answer these questions, and 3) the context in which these experiences in occur. In particular, she is interested in the effects of perceived time, speed, and distance on these aspects of mental representation, with a focus on implications for survey, interface, and communication design.

Professor Kyung’s research has been published in journals such as Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Experimental Social Psychology, and Psychonomic Bulletin and Review. She serves on the Editorial Board of Journal of Consumer Research and recently received an Outstanding Reviewer Award (2019). She will serve as an Associate Editor for Journal of Consumer Research beginning in 2021.

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.




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  • 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