# Jaeyeon (Jae) Chung

**Source**: https://business.rice.edu/person/jaeyeon-jae-chung
**Parent**: https://business.rice.edu/undergraduate-business-major/business-major-faculty

[View CV](https://business.rice.edu/sites/default/files/2026-01/jae-chung-cv.pdf)

Fields of Interest

Marketing

# Jaeyeon (Jae) Chung

William S. Mackey Jr. Distinguished Assistant Professor

Departments

Faculty

Office

McNair Hall 327

Contact
[713-348-3769](tel:713-348-3769)
[jc134@rice.edu](mailto:jc134@rice.edu)

[View CV](https://business.rice.edu/sites/default/files/2026-01/jae-chung-cv.pdf)

Fields of Interest

Marketing

Jaeyeon (Jae) Chung is the William S. Mackey Jr. Distinguished Assistant Professor. She received her Ph.D. in 2018 from Columbia Business School in New York. Jaeyeon also holds two master's degrees – a Master of Philosophy (MPhil) in Marketing and a Master of Science (MS), both from the same institution. Prior to studying marketing, she earned a B.A. in psychology with honors and a minor in international studies from the University of Michigan in Ann Arbor.

Jaeyeon's research interests include digital marketing, new technologies and consumer interaction with social media. Her most recent research focuses on comparing generative AI with traditional search engines in assisting human creativity. Some of Jaeyeon's ongoing research examines the role of YouTube in misinformation, the impact of virtual reality on need satiation, and NFT art consumption. She conducts controlled lab experiments by designing surveys, runs field experiments to test the ecological validity of theories, and shares her insights with marketers.

#### Research Interests:

- Artificial Intelligence (AI), VR, new technology, innovation
- Social media: Instagram, YouTube, Twitter, and other emerging businesses
- Ownership, self-identity, time perception

Journal Article

[Byung Lee\*, Jaeyeon (Jae) Chung\*. An empirical investigation of the impact of ChatGPT on creativity. Nature Human Behavior (2024). https://doi.org/10.1038/s41562-024-01953-1 (\* denotes equal contribution)](https://doi.org/10.1038/s41562-024-01953-1)

Journal Article

[Jaeyeon (Jae) Chung, Yu Ding, Ajay Kalra, I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties, Journal of Consumer Research, Volume 50, Issue 4, December 2023, Pages 683–703.](https://doi-org.ezproxy.rice.edu/10.1093/jcr/ucad019)

Journal Article

[Jaeyeon (Jae) Chung, Leonard Lee, Donald R Lehmann, Claire I Tsai, Spending Windfall (“Found”) Time on Hedonic versus Utilitarian Activities, Journal of Consumer Research, Volume 49, Issue 6, April 2023, Pages 1118–1139.](https://doi-org.ezproxy.rice.edu/10.1093/jcr/ucac032)

Journal Article

[Chung, Jaeyeon (Jae), Gita Venkataramani Johar, Yanyan Li, Oded Netzer, and Matthew Pearson (2021), "Mining Consumer Minds: Downstream Consequences of Host Motivations for Home-Sharing Platforms," Journal of Consumer Research.](https://doi.org/10.1093/jcr/ucab034)

Journal Article

[Chung, Jaeyeon (Jae) and Leonard Lee (2019), "To Buy or to Resist: When Upward Social Comparison Discourages New Product Adoption," Journal of the Association for Consumer Research.](https://www.journals.uchicago.edu/doi/abs/10.1086/703697)

Journal Article

Chung, Jaeyeon and Gita V. Johar (2018), "The Seesaw Self: Possessions, Identity (De)Activation, and Task Performance:," Journal of Marketing Research, 55(5), 752–65.

[Essay: Foster children face a tough journey - but one simple, household item can make it better](https://www.houstonchronicle.com/opinion/outlook/article/Essay-Foster-children-face-a-tough-journey-16211169.php)

May 30, 2021

## Rice Business Wisdom

AI | Marketing

### [AI Is Providing a Fresh Perspective to Everyday Problems](https://business.rice.edu/wisdom/ai-providing-fresh-perspective-everyday-problems)

ChatGPT enhances creativity and problem-solving in ways that traditional search tools can’t match.

Social Media | Marketing

### [How Can Influencers Boost Consumer Engagement?](https://business.rice.edu/wisdom/what-should-influencers-talk-about)

Three ways Instagram influencers can boost their "likes" on sponsored content.

Consumer Behavior | Marketing

### [Acting The Part](https://business.rice.edu/wisdom/peer-reviewed-research/product-identity-activated-related-activity-performance)

Can shopping like a math whiz make you into one?