Helen HaeEun Chun

Helen HaeEun Chun

  • Associate Professor

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Interdisciplinary Theme

Faculty Expertise

  • Services Marketing
  • Behavioral Research
  • Customer Experience Design and Emotions
  • Prosocial and Sustainable Services
  • Local and Global Service Ecosystem
  • Collaborative Consumption
  • Digital Technology and Customer Insights
  • Brand Relationship Management


Cornell Peter and Stephanie Nolan School of Hotel Administration



Cornell Directory Entry


Professor Helen Chun is an associate professor of services marketing and a consumer psychologist who creates behavioral insights on managing and enhancing consumer experiences. She is particularly passionate about studying customer experience design elements including the role of emotions, branding, and emerging media/digital technology. Her ongoing work also examines the societal and global impacts of collaborative consumption, corporate social responsibility initiatives, and prosocial and sustainable behaviors. 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, Ted Teng '79 Dean's Teaching Excellence Award, and she is a Merrill Presidential Scholar Outstanding Educator Honoree at Cornell University.

Previously, she also taught at the Medill School of Journalism, Media, and Integrated Marketing Communications and the Kellogg School of Management at Northwestern University. She earned her PhD in Business Administration (Marketing) from the Marshall School of Business at the University of Southern California.

Selected Publications

Awards and Honors

  • Faculty Teaching Award (2021) Cornell Peter and Stephanie Nolan School of Hotel Administration
  • Teacher of the Year Award (Graduate Elective) (2018) Cornell 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
  • AEM 3400/HADM 3435 - Marketing Analytics Immersion
  • HADM 2430 - Marketing Management for Services

Academic Degrees

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