Google Scholar

For all publication lists, see my Google Scholar profile.

Recent Publicatons

• “Predicting Entrepreneur Fundraising Success from Focus Group EEG Data” (2026) with Sohvi Heaton, Sharon Wong, Peter Klein, and Michael Platt: PLoS One, SSRN
• “Experimental Evidence of the Effects of Large Language Models versus Web Search on Depth of Learning” (2025) with Shiri Melumad: at PNAS Nexus, SSRN
• “ERP Study of Liberals’ and Conservatives’ Moral Reasoning Processes: Evidence from South Korea” (2022) with Yaeri Kim, and Eun-Ju Lee: Journal of Business Ethics.

Revisions & Working Papers

• “Neural Brand Homophily” with Shiri Melumad, Feng Sheng, and Michael Platt: invited for 4th round review at Journal of Marketing Research.
• “Quantifying TV Context‑Advertising Congruence” with Xiangyu Jiang and Michael Platt: under 2nd round review at Journal of Marketing Research, SSRN
• “A Behavioral and Neural Account of Brand Choice” with Michael Platt: invited for 2nd round review at Journal of the Association for Consumer Research, SSRN
• “Buying into Social Trading: The Effects of Social Contagion on Financial Decision-Making” with Annamarie Huttunen and Michael Platt: under review at Journal of Economic Behavior and Organization.
• “How Researchers’ Analytical Decisions Impact Brand Price Elasticity Estimates:Insights from A Many-Analyst Study”, with around 200 authors: in preparation for International Journal of Research in Marketing, OSF
• “Leveraging AI to Evaluate Commercial Success: Application to TV vs. Digital Ads” with Robert Meyer, Xiangyu Jiang, and Michael Platt: Working Paper, SSRN
• “Interpretable Visual Complexity and Neural Transfer Functions for Understanding Consumer Value” with Sohvi Heaton, Dino Levy, and Michael Platt: Working Paper.

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