About Me

I am an Assistant Professor in the Department of Marketing at the City University of Hong Kong. My research focuses on topics in Human-AI Interactions, using various methods such as machine learning, applied econometrics, controlled experiment, and decision theory.

I received my Ph.D. in Quantitative Marketing from Yale School of Management in 2021. Prior to that, I completed a Master of Science in Marketing (2016) and a Bachelor of Business Administration (2014) at Seoul National University, Korea.

Research Interests
  • Quantitative Marketing
  • Human-AI Interactions
  • Novelty
  • Machine Learning
  • Applied Econometrics
Teaching Interests
  • Marketing Strategy
  • Marketing Analytics
  • AI and Marketing

Publications

Working Papers

  • "Personalized dynamic price promotion in storable goods markets: A Structured Reinforcement Learning Approach" Junyi Dong, Yanzhi Li, & Minkyu Shin
    Marketing Science, Under Review.
  • "The Social Side of Shopping: How Groups Influence Consumer Behavior in Malls" He Sun, Minkyu Shin, Jiwoong Shin, & Ravi Dhar
  • "Strategic Novelty in the Age of Superhuman AI: Theory and Empirics" Minkyu Shin

Work in progress

  • "When Hallucination of LLMs Leads to Creative Idea" Minkyu Shin, Jin Kim

Teaching

City University of Hong Kong

Course Level Year Evaluation
Strategic MarketingUG20254.64 / 5.0
Strategic MarketingUG20244.52 / 5.0
Strategic MarketingUG20234.68 / 5.0
Strategic MarketingUG2022Online
Empirical Marketing ResearchPh.D.20244.93 / 5.0