HaeEun Helen Chun

HaeEun Helen Chun

  • Associate Professor

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Interdisciplinary Theme

  • Behavioral Economics and Decision Research
  • Innovation, Entrepreneurship & Technology

Faculty Expertise

  • Services Marketing
  • Behavioral Research
  • Customer Experience Design and Emotions
  • Technology-driven Customer Insights
  • Brand Relationship Management


Professor Helen Chun is an Associate Professor of Services Marketing at the Cornell School of Hotel Administration. She earned her PhD in Business Administration (Marketing) from the Marshall School of Business at the University of Southern California. Professor Helen Chun’s research focuses on managing and enhancing consumer experience in the service setting with particular interests in the customer experience design, the role of emotions in consumer experience, branding, and prosocial and sustainability-related marketing issues. Her ongoing work examines technology-driven consumer insights and explores how an evolving high-tech interface disrupts the traditional marketing communications, fundamentally transforming consumer experiences throughout the consumer journey. Her research papers have been published in leading marketing and services journals, such as Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, and Service Science.

Professor Chun teaches Consumer Behavior and Marketing Management for Services. She has been honored with the Hotel School's Teacher of the Year Award multiple times (at both undergraduate and graduate levels), the Ted Teng '79 Dean's Teaching Excellence Award, and the Merrill Presidential Scholar Outstanding Educator Award at Cornell University.

Selected Publications

Awards and Honors

  • Teacher of the Year Award (Graduate Elective) (2018) Cornell School of Hotel Administration
  • Faculty Teaching Recognition Award - Undergraduate Elective (2017) Cornell SC Johnson College of Business, School of Hotel Administration
  • Small Grant Award (2016) Cornell Institute of Social Science
  • Merrill Presidential Scholar Outstanding Educator Award (2015) Cornell University
  • The 2011 Ted Teng '79 Dean's Teaching Excellence Award (2011) Cornell University School of Hotel Administration

Recent Courses

  • HADM 3470/HADM 6470 - Consumer Behavior
  • HADM 2410 - Marketing Principles

Academic Degrees

  • PhD Marshall School of Business, University of Southern California, 2009
  • MS Seoul National University, 2001
  • BS Seoul National University, 1999