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Taegyu Hur

Title: Assistant Professor
Department: Marketing
Office: 3228 Gerdin

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Taegyu Hur is an Assistant Professor of Marketing at Ivy College of Business, Iowa State University. His research interest lies in developing empirical models of consumer decision making and providing solutions to consumer demand problems using quantitative methods. His current research focuses on different aspects of costs that constrain consumer decisions and his papers have been published in the Journal of Marketing Research and Management Science. He received his Ph.D. in Marketing from the Ohio State University. Prior to OSU, he studied Business Administration and Marketing from Seoul National University, South Korea.


  • Applied Bayesian Modeling
  • Quantitative Marketing
  • Consumer Decision Making
  • New Product Development

Selected Publications

  • Kim, D. S., Lee, S., Hur, T., Kim, J., & Allenby, G. M. (forthcoming) "A Direct Utility Model for Access Costs and Economies of Scope", Management Science, Link to Paper
  • Hur, T., & Allenby, G. M. (2022) "A Choice Model of Utility Maximization and Regret Minimization", Journal of Marketing Research, 59 (6):1235-1251. Link to Paper