Yuhosua (Joshua) Ryoo, Ph.D.

Dr. Joshua Ryoo
Professional Title
Assistant Professor of Marketing

Yuhosua (Joshua) Ryoo is an Assistant Professor of Marketing in the Labovitz School of Business and Economics at the University of Minnesota Duluth. At UMD, he serves as a Marketing and Graphic Design Major Advisor. Dr. Ryoo is a graduate of The University of Texas at Austin.

Education

  • Ph.D., The University of Texas at Austin 

 Research Interests

  • AI-driven persuasion (e.g., Chatbots, service robots, AI voice assistants)
  • Digital and social media (e.g., Ad-skipping behavior, virtual influencers, NFTs, sharing economy).

Publications

  • Ryoo, Y, Kim WJ (2023). Price-Ethicality Association: When Price Discounts Inhibit Ethical Purchasing. Journal of Business Research
  • Ryoo, Y, Kafilveyjuyeh, S, Lee J, Kim WJ, Sung Yongjun. (2023) The Impact of Materialism and Moral Identity on Post-Neutralization Behavior in Social Media Environmental Campaigns. International Journal of Advertising
  • Ryoo, Y.* (2022). Moral Credentials versus Moral Credits: Two Paths to Consumers’ Licensing of Brand Transgressions. Journal of Business Research, 146, 13-31. 
  • Kim, WJ.+, Ryoo, Y.*, Lee, SY., & Lee, JA. (2022). Chatbot Advertising as a Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concern. Journal of Advertising, 1-19.
  • Kim, WJ.+, Ryoo, Y., Drumwright, M., & Yoon, S. (2022). Hypocrisy Induction in Advertising. Journal of Advertising, 1-20.

Courses Taught

  • Social Media Marketing
  • Marketing Research