• Erin Cho

    Associate Professor of Design and Management



    Erin Cho is a highly regarded scholar in the areas of branding, e-commerce and digital innovation, strategic design management, and entrepreneurship. Throughout her career, she has amassed a prolific dossier of academic research alongside an extensive record of corporate consulting work. Among the most significant national and international journals, her research has been published in Computers in Human Behavior, International Journal of Design, Journal of Retailing, Journal of Business Research, Journal of Consumer Affairs, International Marketing Review, Information and Management, Personality and Individual Differences, NeuroReport, etc. She has also been active in funding and consulting projects, such as A.C. Neilson Research Fund, Center of International Business Education and Research, the National Science Foundation of Korea, the Filene Research Institute, and the Design and Social Science Research Fund to name a few. Many noted academic and industry associations have invited Professor Cho to deliver keynote addresses including Adobe Max, the Digital Leaders’ Forum, Tsinghua University Executive Education Alumni Conference, the Sensory and Neuromarketing Conference, the Design and Management Society, and so on. Professor Cho's work has been widely adopted by companies in organizing innovation teams and projects as well. In Asia, in particular, she has given numerous executive seminars and training courses to such global corporations as Metersbonwe Group, Samsung’s President Group, Samsung Telecom, Samsung Everland, LG Telecom, LG President Group, KIA, Hyundai Motor, GM, etc. She has also led innovation task forces and the training for Samsung Digital Services, SK Telecom, LG Life Science, etc.

    In more than 20 years working as faculty, she has taught a wide range of subjects in management, strategy, design research, innovation, branding, and business model development/entrepreneurship both at undergraduate and graduate levels, and is a recipient of the University’s Distinguished Teaching Award in 2009, the most significant lifetime teaching award at the New School. She has served as Executive director of Executive Education at the New School and had worked as the faculty director for various executive programs for international corporate partners working with NYU, CKGSB, and PTV. She was a recipient of the Incubator venture funding from The New School University, served as vice president of the association of design and brand strategies, is an advisory board member of Unicorn Nest, an advisor of XRC lab and Emotional Engineering lab. She is elected as an inaugural member, along with representatives from Y-combinator and significant venture capital funds, serving the Innovation Advisory Committee of National Retail Federation (NRF), one of the largest trade organizations in the world.

    She received her B.A. and M.A. from Seoul National University in Korea and finished her Ph.D. degree in 1998 from the University of Wisconsin-Madison. Before joining Parsons, she was faculty at Washington State University, University of Wisconsin-Madison, and taught at Columbia University. She was also a visiting professor at the Business School at Seoul National University and a visiting scholar at the School of Business and School of International and Public Affairs (SIPA) at Columbia University. 

    Recent Publications:


    Selected Pulibcations in SSCI (Social Science Citation Index) and Scopus of Top-Subject-Field Journals


    Choi, O. & Cho, E. (2019b). The mechanism of trust affecting collaboration in virtual teams and the moderating roles of the culture of autonomy and task complexity, Computers in Human Behavior (SSCI), 91, 305-315.


    Cho, E. Ki, C., & Kim, Y. (2019a). Ethnic-Inspired Design Consumption As a Means of Enhancing Self-View Confidence, Social Behavior and Personality (SSCI), Forthcoming, 47 (1).


    Cho, E., Lee, J., & Lee, Y. (2017b). Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit, Sustainability (SSCI), 9 (June), 1-15.


    Song, S., Cho, E., & Kim, Y. (2017a). Personality Factors and Flow Affecting Opinion Leadership in Social Media, Personality and Individual Differences (SSCI), Vol 114 (August), 16-23.


    Yoon, S. & Cho, E. (2016). Convergence Adoption Model (CAM) in the Context of Smart Car Service, Computers in Human Behavior (SSCI), Vol 60 (July), 500-507.


    Cho, E. (2015b). Conceptualizing Cognitive and Perceptual Processes of Building Product Meaning: Insight from Design, Psychology, and Neuroscience, Achieves of Design Research (Scopus), 28(3, August), 39-47.


    Cho, E., Gupta, S., & Kim, Y. (2015a), Style Consumption: Its Drivers and Role in Sustainable Apparel Consumption, International Journal of Consumer Studies (SSCI), 39 (6, November), 661-669.


    Colucci, C. & Cho, E. (2014e), Trust Inducing Factors of Generation Y Blog-Users, International Journal of Design (SSCI), 8 (3, December), 113-122


    Koo, W., Cho, E., & Kim, Y (2014d), Actual and Ideal Self-Congruity Affecting Consumers' Emotional and Behavioral Responses Toward an Online Store, Computers in Human Behavior (SSCI), 36 (July), 147-153.


    Min, B., Cho, K., Sung, J., & Cho, E. (2014c), Neurophysiological Evidence for the Country-of-Origin Effect: An Event-Related Potential Study, NeuroReport (SCI), 25(4, March), 274-278.


    Cho, E., Cho, A., & Park, M. (2014b), Designing Social Responsibility with One Foot at a Time, Archives for Design Research (Scopus), 27 (2, May), 29-43.


    Cho, E. & Kim, J. (2014a), State Intervention on Individuals’ Design Consumptions in the Chosŏn Dynasty, Achieves of Design Research (Scopus), 27 (1, February), 199-217.


    Cho, E. & Kim, Y. (2012d), The Effect of Website Designs, Self-Congruity, and Flow on Behavioral Intention, International Journal of Design (SSCI), 6(2, August), 31-39.


    Ngai, J. & Cho, E. (2012c), The Young Luxury Shoppers in China, Young Consumers (Scopus), 13(2 April), 255-266.


    Tokatli, N, Kizilgun, O. & Cho, E. (2011b). The Clothing Industry in Istanbul in the Era of Globalization and Fast Fashion, Urban Studies (SSCI), 48 (6 July), 1201-1215.


    Che, Y. & Cho, E. (2011a). Brave New World of Market Design, Korean Economic Review (SSCI), 27 (1 Summer), 33-56.


    Cho, E., & Hu, H. (2009c). The Effect of Service Quality on Trust and Commitment Varying Across Generations, International Journal of Consumer Studies (SSCI), 33 (4 April), 468-476.


    Cho, E. (2009b). When Does It Make Sense for U.S. Retailers to Opt For Backward Integration for Global Sourcing. International Journal of Retail & Distribution Management (SSCI), 37 (3 March), 271-285.


    Cho, E. (2007). The Effects of Trust and Distrust on Information Privacy Concern and the Moderating Roles of Individual Propensities, International Journal of Business Research, 7 (3 September), 107-115.


    Cho, E. (2006c). The Mechanism of Trust and Distrust Forming and Their Relational Outcomes, Journal of retailing (SSCI), 82 (1 March), 25-35.


    Cho, E. & Lee, J. (2006b). An Integrated Model of Risk and Risk Reducing Strategies, Journal of Business Research (SSCI), 59 (1 January), 112-120.


    Cho, E. & Lee, L. (2006a). The Effect of Joint Decision-Making on Perceived Risk and Risk-Taking Behavior: A Study of Household Investment Decisions, Review of Business Research, 6 (1 January), 1-11.


    Lee, J., & Cho, E. (2005). Consumers’ Use of Information Intermediaries and the Impact on Their Information Search Behavior in the Financial Market, Journal of Consumer Affair (SSCI), 39 (1 March), 95-121.


    Cho, E. (2004). Intention to Abort an Online Transaction: Influences from Cognitive Evaluations, Attitudinal, and Behavioral Variables, Information and Management (SSCI), 41 (7 July), 827-838.


    Cho, E., & Kang, J. (2001). Global Sourcing in Retailing: Benefits and Obstacles Perceived by U.S. Apparel Retail Firms, International Marketing Review (SSCI), 18 (5 May), 542-561.


    Selected Publications in Korean

    Book: Cho (2013), "Outrun with Design-Led Strategy", Hankyung Business Pulishing, Seoul Korea

    Cho, E. (2013), Healing Marketing (당신이 행복해 질때 우리가 발전합니다: 힐링 마케팅), Donga Business Review, 130 (1), 54-60.

    Cho, E. (2013), Meaningful Simplicity (마이너스통찰력: 좋은 디자인은 단순하다), Donga Business Review, 126 (1), 62-68.

    Cho, E. (2012), Critical Dimensions in Design Patent Litigation (둘이 닮은것 같아 이렇게 느끼면 디자인 침해?), Donga Business Review, 116 (1), 56-60.

    Cho, E. (2012), Design Thinking for Managers (창의적으로 움직이는 모든 CEO가 디자인 씽커), Donga Business Review, 111(2), 102-104.

    Research Interests:

    Branding, E-commerce and Digital Innovation, Strategic Design Management, Entrepreneurship, Retailing and Supply Change Management

    Current Courses:

    Ind Proj: Design Research

    Integrative Studio 2

    Integrative Studio 2 (Spring 2019)

    Marketing, PR and Branding