Jihoon Hong
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Phone: 602-543-5065
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400 E Lemon St BAC 491 Tempe, AZ 85281
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Mail code: 4106Campus: Tempe
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Jihoon Hong is an Assistant Professor of Marketing at the W. P. Carey School of Business. He received his PhD in Marketing from the Marshall School of Business at the University of Southern California. His research focuses on creativity, innovation, sustainability, and diversity, equity, and inclusion (DEI). Methodologically, his work employs causal inference, econometrics, text analysis, and machine learning.
His research has been published in top-tier marketing journals, including the Journal of Marketing Research and the Journal of Marketing. He received his BS in Industrial Engineering from KAIST (Korea Advanced Institute of Science and Technology) and his MS from Seoul National University. Prior to joining academia, he worked for leading telecommunications and electronics companies in South Korea.
- Ph.D. Marketing, University of Southern California
- M.S. Seoul National University
- B.S. KAIST (Korea Advanced Institute of Science and Technology)
Quantitative Marketing, Creativity, Innovation, Sustainability
* equal contribution
Dinesh Puranam, Sungjin Kim, Jihoon Hong, and Hai Che (2025), “Are We Worse Off After Policy Repeals? Evidence from Two Green Policies,” Journal of Marketing Research, 62(2), 189–206 (Lead Article).
Yanhao (Max) Wei*, Jihoon Hong*, and Gerard J. Tellis (2022), “Machine Learning for Creativity: Using Similarity Networks to Design Better Crowdfunding Projects,” Journal of Marketing, 86(2), 87–104.
Jihoon Hong, Jungwoo Shin, and Daeho Lee (2016), “Strategic Management of Next-Generation Connected Life: Focusing on Smart Key and Car-home Connectivity,” Technological Forecasting and Social Change, 103, 11–20.
Courses
2026 Spring
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 352 | Marketing Research |
2025 Fall
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
2025 Spring
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 352 | Marketing Research |
2024 Fall
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
2024 Spring
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 352 | Marketing Research |
2023 Fall
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
2023 Spring
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 352 | Marketing Research |
2022 Fall
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
2021 Fall
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 352 | Marketing Research |