She earned her PhD in Business Administration (Marketing) from the Marshall School of Business at the University of Southern California. Professor Helen Chun’s research focuses on managing and enhancing consumer experience in the service setting with particular interests in the customer experience design, the role of emotions in consumer experience, branding, and prosocial and sustainability-related marketing issues. Her ongoing work examines technology-driven consumer insights and explores how an evolving high-tech interface disrupts the traditional marketing communications, fundamentally transforming consumer experiences throughout the consumer journey. Her research papers have been published in leading marketing and services journals, such as Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, and Service Science.