Curriculum Vitae (PDF) Google Scholar Contact: joonhyuk.yang [at] nd.edu

Joonhyuk Yang Hello and welcome! I am an Assistant Professor of Marketing at the University of Notre Dame’s Mendoza College of Business. My research focuses on unlocking value from the data firms already generate to grow markets responsibly, improving business performance while benefiting customers. By developing predictive and causal designs intended for operational deployment, my current work addresses managerial and policy questions surrounding financial inclusion, digital platforms, and AI governance. Publications Who Benefits from Alternative Data for Credit Scoring? Evidence from Peru with Jung Youn Lee and Eric Anderson Journal of Marketing Research, 2026 [SSRN] [Journal] Using Grocery Data for Credit Decisions with Jung Youn Lee and Eric Anderson Management Science, 2025 [SSRN] [Journal] Properties of Alternative Data for Fairer Credit Risk Predictions with Jung Youn Lee Journal of Data-centric Machine Learning Research, 2024 [SSRN] [Journal] Advertising as Information for Ranking E-Commerce Search Listings with Navdeep Sahni, Harikesh Nair and Xi Xiong Marketing Science, 2024 [SSRN] [Journal] High-Energy Ad Content: A Large-Scale Investigation of TV Commercials with Yingkang Xie, Lakshman Krishnamurthi and Purush Papatla Journal of Marketing Research, 2022 [SSRN] [Journal] Commercial Success through Commercials? Advertising and Pay-TV Operators with Jung Youn Lee and Pradeep Chintagunta Journal of Marketing Research, 2021 [SSRN] [Journal] Digitization and Flexibility: Evidence from the South Korean Movie Market with Eric Anderson and Brett Gordon Marketing Science, 2021 [SSRN] [Journal] Working papers Demand for a Public AI Option with Jung Youn Lee [SSRN] Co-Branded Credit Cards as a Credit Gateway: Retail Demand Effects of First-Time Credit Access with Jung Youn Lee and Eric Anderson [SSRN] Missing Appeals: Emotional Incongruence as a Friction in the Supply of Persuasion During Crises with Jiyeon Hong and Sunghan Ryu Wearing Both Hats: Dual Roles as a Signaling Mechanism in Crowdfunding Platforms with Esther Kim, Helen Chun and Sunghan Ryu Does Ad Transparency Work? Evidence from Video Ads with Anuj Kapoor, Arjit Sachdeva and Amitt Sharma [SSRN]