Andrew B. Chung
Portrait of Andrew Byung Wook Chung

Andrew Byung Wook Chung

Ph.D. Candidate in Marketing

Mike Ilitch School of Business
Wayne State University

Biography

I am a Ph.D. candidate in Marketing at the Mike Ilitch School of Business, Wayne State University. My research examines how misleading marketing communications shape consumer perceptions and decisions.

My dissertation focuses on claim–disclaimer inconsistency and how conflicting product information can increase perceived deception and undermine consumer responses. A related stream examines inflated reference pricing and how consumers respond to potentially misleading price information. Across these projects, I study when persuasive tactics backfire and how clearer marketing communication can benefit consumers, firms, and the marketplace.

Interests

  • Consumer Wellbeing
  • Pricing
  • Financial Decision Making

Education

  • Ph.D. in Marketing, 2022–Present
    Wayne State University
  • MS in Business Analytics, 2022
    University of Massachusetts Amherst
  • MBA, 2018
    Babson College
  • BA in English Language and Literature, 2013
    National Institute for Lifelong Education, Seoul

Working papers

Manuscripts in progress

  1. Byung Wook Chung & Andrea Tangari
    When Disclaimers Backfire: Claim-Disclaimer Incongruency and Perceived Deception in Cosmetic Marketing
    Submitted to the AMA Winter Academic Conference 2027.
  2. Byung Wook Chung & Abijit Biswas
    The Impact of Fictitious Reference Pricing on E-commerce Store Preference
    Best in Track Paper, Retailing and Pricing track, AMA Summer Academic Conference 2026
  3. Byung Wook Chung, Cassandra Davis, & Andrea Tangari
    The Impact of Gain- and Loss-Framed Warnings on Cryptocurrency Investment Intentions: The Moderating Role of Subjective Financial Knowledge
    Poster presentation at the AMA Summer Academic Conference 2025.

Conference presentations

Talks and posters

  1. Byung Wook Chung & Abijit Biswas (2026, August)
    The Impact of Fictitious Reference Pricing on E-commerce Store Preference
    Competitive paper, 2026 American Marketing Association Summer Academic Conference, Chicago, IL.
    Best in Track Paper, Retailing and Pricing track
  2. Byung Wook Chung, Cassandra Davis, & Andrea Tangari (2025, August)
    The Impact of Gain- and Loss-Framed Warnings on Cryptocurrency Investment Intentions: The Moderating Role of Subjective Financial Knowledge
    Poster, 2025 American Marketing Association Summer Academic Conference, Chicago, IL.

Teaching

Instructor of record, Mike Ilitch School of Business

  • Marketing Research and Analysis (MKT 5410)
    Fall 2026, Summer 2026, Winter 2026, Fall 2025, Summer 2025
  • Marketing Management (MKT 2300)
    Winter 2025, Fall 2024

Honors & service

Awards, workshops, and professional service

Awards & fellowships

  • Summer Research Grant · 2026
  • Summer Research Grant · 2025
  • Harold E. Hardy Scholarship · 2021
  • Isenberg School of Management Fellowship Award · 2019
  • Babson MBA Scholars · 2016–2018

Workshops & consortiums

  • Transformative Consumer Research Pre-Conference · 2026
  • Society for Marketing Advances Doctoral Consortium · 2025
  • Marketing & Public Policy Junior Scholar Workshop · 2025
  • Marketing & Public Policy Pre-Conference Workshop · 2023

Professional service

  • Reviewer, AMA Winter Academic Conference · 2027
  • Reviewer, Society for Marketing Advances Conference · 2025

Skills: R, Python, KNIME, Tableau, Adobe Photoshop & Illustrator · data analytics, text mining

Contact

Feel free to reach out