Jayoung Koo

Associate Professor

CB 315

Jayoung Koo joined the department of business administration at Augsburg University in 2015. Her research interests include consumer happiness and social media, luxury brands, and green marketing. Before obtaining her Ph.D. in consumer studies at the University of Minnesota, she studied psychology at Yonsei University and worked as an associate consultant at BCG (Boston Consulting Group) Seoul office in South Korea.


  • Ph.D. University of Minnesota, Twin Cities
  • M.A. Yonsei University
  • B.A. Yonsei University


  • MKT 252 Principles of Marketing
  • MKT 350 Consumer Behavior
  • MKT 355 Marketing Communications
  • MKT 466 International Marketing


Park, M., Koo, J., & Kim, D. Y. (2023). Femvertising of luxury brands: Message concreteness, authenticity, and involvement. Journal of Global Fashion Marketinghttps://doi.org/10.1080/20932685.2023.2176902

Park, M., & Koo, J. (2022). It takes a village during the pandemic: Predictors of students’ course evaluations and grades in online team-based marketing courses. Marketing Education Review, 32(3), 255-264. https://doi.org/10.1080/10528008.2021.2023577

Koo, J., & Loken, B. (2022). Don’t put all your green eggs in one basket: Examining environmentally friendly sub-branding strategies. Business Ethics, the Environment & Responsibility, 31(1), 164-176. https://doi.org/10.1111/beer.12396

Koo, J., & Im, H. (2019). Going up or down? Effects of power deprivation on luxury consumption, Journal of Retailing and Consumer Services, 51, 443-449. https://doi.org/10.1016/j.jretconser.2017.10.017

Dong H. B., & Koo J. (2018). Conspicuous and inconspicuous luxury consumption: A content analysis of BMW advertisements, Reinvention: an International Journal of Undergraduate Research11(2), http://www.warwick.ac.uk/reinventionjournal/issues/volume11issue2/dong

Lennon, S. J., Adomaitis, A. D., Koo, J., & Johnson, K. K. P. (2017). Dress and sex: A review of empirical research involving human participants and published in refereed journals, Fashion and Textiles, 4(14), 1-21. https://doi.org/10.1186/s40691-017-0101-5

Noh, M., Johnson, K. K. P., & Koo, J. (2015). Building an exploratory model for part-time sales associates’ turnover intentions, Family & Consumer Sciences Research Journal, 44(2), 184-200. https://doi.org/10.1111/fcsr.12135

Wu, J., Kim, A., & Koo, J. (2015). Co-design visual merchandising in a 3D virtual store with Target: A facet theory approach. International Journal of Retail & Distribution Management, 43(6), 538-560. https://doi.org/10.1108/IJRDM-03-2014-0030

Suh, E. M., & Koo, J. (2008). Comparing SWB across culture and nations: The “what” and “why” questions. In M. Eid, & R. J. Larsen (Eds.), The Science of Subjective Well-Being. New York, NY: Guilford Press, 414-427. https://smartlib.umri.ac.id/assets/uploads/files/77459-subjective-well-being.pdf

Koo, J., & Suh, E. M. (2007). Is happiness a zero-sum game? Belief in Fixed Amount of Happiness (BIFAH) and subjective well-being, Korean Journal of Social and Personality Psychology, 21(2), 1-19. https://ksppa.accesson.kr/v.21/4/1/25626

Kim, J., Koo, J., Heo, S., & Suh, E. M. (2007). Positivity ratio of emotional experience and human flourishing, Korean Journal of Personality and Social Psychology, 21, 89-100. https://doi.org/10.21193/kjspp.2007.21.3.006

Kim, J., Koo, J., & Suh, E. M. (2006). Do physical attractiveness and happiness come together? Korean Journal of Social and Personality Psychology, 20, 61-70. https://ksppa.accesson.kr/v.20/4/61/14593