About

W. Jason Choi is an Assistant Professor at the Robert H. Smith School of Business. He holds a PhD from Columbia University. Professor Choi teaches Statistical Programming for Customer Analytics and Marketing Research. His research broadly focuses on applying quantitative methods to study the strategic interactions between various stakeholders in the online advertising industry. His recent work examines the impact of data privacy regulations on consumers' privacy choices and advertisers’ targeting strategies.

Research topics

• Computer Science
• Business
• Advertising
• Political Science
• Microeconomics
• Economics
• Internet privacy
• Database
• Industrial organization
• Operations research
• Marketing
• Engineering
• World Wide Web

Selected publications

• A Megastudy of Behavioral Interventions to Increase Voter Registration Ahead of the 2024 U.S. Presidential Election

  PsyArXiv (OSF Preprints) · 2026-05-10

  preprintOpen access

  In the United States, in nearly all cases, one must register in order to vote—yet, a substantial portion of the eligible electorate remains unregistered. Despite this, relatively little is known about how to increase the likelihood that a voter registers. Here, we tested the impact of 10 expert-crowdsourced, theoretically-based psychological interventions on a sample of eligible, yet unregistered, U.S. voters ahead of the 2024 presidential election (N = 12,896). Eight of the interventions increased intentions to vote, and five led individuals to click on the voter registration website. Escalating Commitment, which sequentially employed several social pressure strategies, was the strongest intervention across these outcomes. However, none of the interventions had a significant effect on actual voter registration or voter turnout. The results highlight a substantial disconnect between voters’ intentions and their ultimate behaviors. We discuss potential structural and psychological barriers that undermine the translation of intent into action.

  Publisher

• The Impact of Coopetition Strategy on Corporate Sustainability Performance

  Korean Journal of Marketing · 2025-05-29

  article1st authorCorresponding

  코피티션(Coopetition)은 협력과 경쟁의 합성어로, “기업 간 협력과 경쟁을 동시에 구현하는 전략”으로 정의되며, 최근 지속가능성을 달성하기 위한 잠재적 전략으로 주목을 받고 있다. 1996년 코피티션이라는 용어가 학계에 알려진 이후, 주로 코피티션이 기업의 혁신이나 재무적 성과에 미치는 영향에 대한 연구가 활발히 진행되었으나, 코피티션과 지속가능성 성과의 관계에 대한 연구 기반은 부족하다. 따라서 본 연구에서는 코피티션 전략과 지속가능성 성과와의 관계에 대해 대한민국의 직장인 202명을 대상으로 온라인 설문조사를 통해 데이터를 수집하고 구조방정식 모형을 통해 결과를 분석하였다. 그 결과 자원공유 및 역량공유와 같은 코피티션 전략이 기업의 지속가능성 성과에 유의미한 영향을 미치고 있음을 보여준다. 또한 본 연구에서는 지속가능성을 달성하기 위한 전략으로서의 코피티션과 지속가능성 성과 간의 직접적인 영향을 분석하고 이를 실증적으로 검증하여 코피티션 이론을 발전시킨다.

  PublisherDOI

• A Megastudy of Behavioral Interventions to Increase Voter Registration Ahead of the 2024 U.S. Presidential Election

  2025-12-01

  articleOpen access

  In the United States, in nearly all cases, one must register in order to vote—yet, a substantial portion of the eligible electorate remains unregistered. Despite this, relatively little is known about how to increase the likelihood that a voter registers. Here, we tested the impact of 10 expert-crowdsourced, theoretically-based psychological interventions on a sample of eligible, yet unregistered, U.S. voters ahead of the 2024 presidential election (N = 12,896). Eight of the interventions increased intentions to vote, and five led individuals to click on the voter registration website. Escalating Commitment, which sequentially employed several social pressure strategies, was the strongest intervention across these outcomes. However, none of the interventions had a significant effect on actual voter registration or voter turnout. The results highlight a substantial disconnect between voters’ intentions and their ultimate behaviors. We discuss potential structural and psychological barriers that undermine the translation of intent into action.

  PublisherDOI

• A Megastudy of Behavioral Interventions to Increase Voter Registration Ahead of the 2024 U.S. Presidential Election

  2025-12-01

  articleOpen access

  In the United States, in nearly all cases, one must register in order to vote—yet, a substantial portion of the eligible electorate remains unregistered. Despite this, relatively little is known about how to increase the likelihood that a voter registers. Here, we tested the impact of 10 expert-crowdsourced, theoretically-based psychological interventions on a sample of eligible, yet unregistered, U.S. voters ahead of the 2024 presidential election (N = 12,896). Eight of the interventions increased intentions to vote, and five led individuals to click on the voter registration website. Escalating Commitment, which sequentially employed several social pressure strategies, was the strongest intervention across these outcomes. However, none of the interventions had a significant effect on actual voter registration or voter turnout. The results highlight a substantial disconnect between voters’ intentions and their ultimate behaviors. We discuss potential structural and psychological barriers that undermine the translation of intent into action.

  PublisherDOI

• Agency Market Power and Information Disclosure in Online Advertising

  Marketing Science · 2024-06-03 · 8 citations

  article1st authorCorresponding

  This paper studies publishers’ tradeoffs in disclosing information to advertisers in the presence of agencies, through which advertisers may coordinate bids.

  PublisherDOI

• Auctions of Auctions

  SSRN Electronic Journal · 2024-01-01

  articleOpen accessSenior author
  PublisherDOI

• Auctions of Auctions

  Management Science · 2024-12-13 · 1 citations

  articleSenior author

  Online advertising impressions are traded through a multitiered network of intermediaries. We model the revenue optimization of a publisher that auctions off advertising impressions to intermediary exchanges, which, in turn, run their own internal auctions among the advertisers they represent. We show that the resulting auction-of-auctions market arrangement suffers from a double marginalization problem: the multitier bid shading prompts the publisher to raise the reserve price above the level under the nonintermediated benchmark. The reserve distortion decreases channel efficiency as well as the profits of all channel members. Our findings also demonstrate that, in the auction of auctions, reserve price optimization is both more intricate and more important than in the direct mechanism: optimal reserves depend on the number of both exchanges and advertisers. Moreover, optimizing the reserve price given a fixed number of bidders may be more profitable than keeping the auction absolute and adding more bidders. Interestingly, we find that a simple scheme in which exchanges coordinate to charge their advertisers a fixed percentage commission perfectly coordinates the channel. This paper was accepted by Dmitri Kuksov, marketing. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2024.05233 .

  PublisherDOI

• Agency Bidding in Online Advertising

  SSRN Electronic Journal · 2023-01-01 · 2 citations

  articleOpen access1st authorCorresponding
  PublisherDOI

• Predictive Analytics and Ship-Then-Shop Subscription

  Management Science · 2023 · 39 citations

  1st authorCorresponding
  • Computer Science
  • Business
  • Economics

  This paper studies an emerging subscription model called ship-then-shop. Leveraging its predictive analytics and artificial intelligence (AI) capability, the ship-then-shop firm curates and ships a product to the consumer, after which the consumer shops (i.e., evaluates product fit and makes a purchase decision). The consumer first pays the up-front ship-then-shop subscription fee prior to observing product fit and then pays the product price afterward if the consumer decides to purchase. We investigate how the firm balances the subscription fee and product price to maximize its profit when consumers can showroom. A key finding is the ship-then-shop firm’s nonmonotonic surplus extraction strategy with respect to its prediction capability. As prediction capability increases, the firm first switches from ex ante to ex post surplus extraction (by lowering fees and raising prices). However, if the prediction capability increases further, the firm reverts to ex ante surplus extraction (by raising fees and capping prices). We also find that the ship-then-shop model is most profitable when (i) the prediction capability is advanced, (ii) the search friction in the market is large, or (iii) the product match potential is large. Finally, we show that the marginal return of AI capability on the firm’s profit decreases in search friction but increases in product match potential. Taken together, we provide managerially relevant insights to help guide the implementation of the innovative subscription model. This paper was accepted by Dmitri Kuksov, marketing. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2023.4723 .

  PublisherDOI

• "Retail Media" and Manufacturer Response

  SSRN Electronic Journal · 2023-01-01 · 5 citations

  articleOpen access1st authorCorresponding
  PublisherDOI

Frequent coauthors

• Kinshuk Jerath

  7 shared

• Amin Sayedi

  University of Washington

  6 shared

• Robert Zeithammer

  4 shared

• Miklós Sárváry

  Columbia University

  4 shared

• Qihong Liu

  1 shared

• Sang-Wook Park

  Sejong University

  1 shared

• Changhyun Yu

  1 shared

• Jiwoong Shin

  1 shared