Dr. Choi’s research interests focus on the areas of digital and social media for marketing communication, psychology of advertising, branding, and the effect of such persuasive communication on individual’s cognitive, affective, and behavioral responses. She is particularly interested in examining the role of digital media in marketing communication and how consumers’ motivations influence outcomes related to relationship building with brands.
Research Interests:
- Advertising/Consumer Psychology
- Consumer Brand Relationship
- Digital Marketing & Communication
