Dr. Sungjee Choi is an Assistant Professor of Marketing in the Richards College of Business at the University of West Georgia. She teaches Marketing Models, Marketing Analytics, Business Research, and other Marketing courses for undergraduate and graduate students.

Dr. Choi’s primary research area focuses on quantitative marketing in structural modeling, particularly choice models. She aims to quantify consumer habitual consumption to understand the underlying mechanisms behind the decision-making process and to provide valuable insights for both marketing managers and consumers.

Dr. Choi addresses key marketing issues: 1) consumer repeated shopping behavior for packaged goods, 2) the invisible psychological mechanisms regarding preferences and constraints in the decision-making, and 3) market segmentation that considers both product characteristics and individual heterogeneity.