Docteur en Sciences de GestionEnseignant-Chercheur en Marketing
Activités
Referee for peer-reviewed journal articles: Journal of Marketing Theory and Practice, Journal of Food Products Marketing, Frontiers in Psychology, Journal of Theoretical and Applied Electronic Commerce Research, International Journal of Export Marketing.
2020-2022: Responsable des cours dans le cadre des mémoires de Master : Introduction to research methodology (M1) et Master thesis’ methodology (M2)
2017-2021: Responsable du Summer Program May & July – Doing Business in Europe
Expérience
Depuis 2023 : Enseignant-chercheur en Marketing, IES Business School Rouen
2022-2023 : Enseignant-chercheur en Marketing, ISTEC Business School Paris
2016-2022 : Enseignant-chercheur en Marketing, European Business School Paris
2013-2016 : Enseignant vacataire en Marketing, Université Panthéon-Assas (Paris II)
CHOI, B.J. (2020). Cultural priming conditions and decision-making on food consumption: Means-end evidence for everyday consumer goods. Journal of Marketing Theory and Practice, 28(4), 403-417.
CHOI, B.J. (2020). The dynamic influence of culture on variation in consumers’ attachment of value to a product. Journal of Consumer Marketing, 37(5), 533-545.
CHOI, B.J. (2017). Les différences interculturelles dans les chaînes moyens-fins des consommateurs : effets du construit de soi et du style de raisonnement. Recherche en Sciences de Gestion, 122(5), 53-76.
CHOI, B.J. (2016). The influence of cultural thinking style on consumer cognitive complexity underlying wine purchase decisions. Journal of Applied Business Research, 32(4), 1257-1272.
CHOI, B.J. (2016). Exploring the relationships between consumer self-construal and cognitive structure of means-end associations: A cross-cultural study for wine. International Journal of Business Research, 16(1), 7-22.
Articles en cours
Influence of thinking style on consumer responses to online service attributes.
Consumer choice of compromise option and activated styles of thinking: experimental evidence.
Compromise option in restaurant selection attributes: consumer patronage and willingness to pay.
