Dr. Travis Tae Oh, PhD

Marketing Professor with publications in consumer behavior and psychology, as well as multiple consulting experiences with small to large companies

New York, New York, United States of America

Research Expertise

Marketing

Psychology

Consumer Behavior

About

Travis Oh, PhD earned his doctoral degree in marketing with a focus on consumer behavior at Columbia University. His research primarily examines the underlying psychological processes and meanings of consumption experiences, with a focus on conceptualizing and investigating *fun* in people's lives. Prior to completing his PhD, Travis worked extensively as a market research analyst, involved in product development, pricing and promotions, and sales team management. Travis specializes in consumer survey research, depth interviews & focus groups, and statistical analysis of survey data. As the founder of Apex Solution Consulting Inc., Travis has helped hundreds of small to large businesses make informed decisions based on primary research data. With many clients who are themselves consultants and professionals, Travis has a reputation as a "consultant for consultants."

Publications

The past, present, and future of brand research

Marketing Letters / Jun 04, 2020

Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, 31(2–3), 151–162. https://doi.org/10.1007/s11002-020-09524-w

Preregistration Is Neither Sufficient nor Necessary for Good Science

Journal of Consumer Psychology / Jan 01, 2021

Pham, M. T., & Oh, T. T. (2021). Preregistration Is Neither Sufficient nor Necessary for Good Science. Journal of Consumer Psychology, 31(1), 163–176. Portico. https://doi.org/10.1002/jcpy.1209

A Liberating-Engagement Theory of Consumer Fun

Journal of Consumer Research / Aug 27, 2021

Oh, T. T., & Pham, M. T. (2021). A Liberating-Engagement Theory of Consumer Fun. Journal of Consumer Research, 49(1), 46–73. https://doi.org/10.1093/jcr/ucab051

On Not Confusing the Tree of Trustworthy Statistics with the Greater Forest of Good Science: A Comment on Simmons et al.’s Perspective on Pre‐registration

Journal of Consumer Psychology / Jan 01, 2021

Pham, M. T., & Oh, T. T. (2021). On Not Confusing the Tree of Trustworthy Statistics with the Greater Forest of Good Science: A Comment on Simmons et al.’s Perspective on Pre‐registration. Journal of Consumer Psychology, 31(1), 181–185. Portico. https://doi.org/10.1002/jcpy.1213

Influence of Livestreaming Viewership on the Life Cycle of Entertainment Products: Evidence from Twitch and Steam

SSRN Electronic Journal / Jan 01, 2022

Oh, T. T., & Kim, J. (2022). Influence of Livestreaming Viewership on the Life Cycle of Entertainment Products: Evidence from Twitch and Steam. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4011595

Education

Columbia University

PhD in Marketing, Marketing

New York

University of Virginia

Bachelor's Degree in Science, Commerce - Finance and Marketing

Charlottesville, Virginia, United States of America

Experience

Yeshiva University

Assistant Professor of Marketing / August, 2020 — Present

Apex Solution Consulting Inc

CEO & Founder

Conduct consulting services for small to large businesses on market research and marketing/sales

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