Joowon Park, PhD
Chief Research Officer

Joowon Park is a marketing professor at the University of Utah’s David Eccles School of Business, where he specializes in consumer behaviour and judgment and decision-making. He earned his PhD in marketing from Cornell University and has built a research program that examines how people make choices in everyday consumption contexts, particularly when emotions, payment methods, or moral considerations are involved. His work has appeared in leading journals such as Journal of Business Research, Marketing Letters, Journal of the Association for Consumer Research, and Frontiers in Psychology.

Park’s research explores how psychological processes shape consumer decisions in ways that traditional economic models often overlook. He has published on topics such as why cashless payments increase unhealthy consumption, how Bitcoin‑denominated prices reduce preference for vice products, how different types of purchases evoke envy, and how people respond to prosocial messaging during crises. His scholarship blends behavioural science with real‑world relevance, offering insights into how motivations, emotions, and cognitive biases influence consumer behaviour across digital, financial, and social contexts.