Hyowon Kim

Assistant Professor
Department of Design & Innovation
Weatherhead School of Management

Hyowon Kim, PhD, is an assistant professor of marketing in the Department of Design and Innovation at Case Western Reserve University. She is an applied researcher interested in developing quantitative models of consumer demand. Her research examines preference measurement in choice models that require a deep understanding of the nature of heterogeneity. Hyowon especially works on improving inferences about preferences by identifying attributes that play an essential role in benefit formation through interaction detection and by providing a more complete picture of demand through data integration at the individual-respondent level.

Initially Appointed: 2020


Ohio State University

Teaching Information

Teaching Interests

  • Marketing Analytics
  • Marketing Research
  • Digital Marketing

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Courses Taught

  • Marketing Models and Digital Analytics
  • Marketing Analytics

Research Information

Research Interests

  • Choice Models
  • Conjoint Analysis
  • Text Analysis


  • Kim, H. , Allenby, G. (2022).
    Integrating Textual Information into Models of Choice and Scaled Response Data    Marketing Science
  • Kim, H. , Kim, D. , Allenby, G. (2020).
    Benefit Formation and Enhancement    Quantitative Marketing and Economics
  • Lee, S. , Kim, H. , Kim, J. , Allenby, G. (2018).
    A Choice Model for Mixed Decision Variables    Journal of Choice Modelling