Welcome! I’m glad you're here. I am an Assistant Professor of Marketing at the Sy Syms School of Business, Yeshiva University. I earned my PhD in Marketing from Columbia Business School, where I developed a foundation in consumer behavior, psychological theory, and experimental methodology.
My research focuses on the psychological underpinnings of consumption experiences, with an emphasis on fun, creativity, and hedonic consumption. In one of my core research streams, I introduced the Liberating-Engagement Theory of Consumer Fun (published in the Journal of Consumer Research), which explores how feelings of liberation and hedonic engagement leads to fun consumption. More broadly, I investigate concepts such as perceived creativity, guilty pleasure, and the evolving role of generative AI in behavioral research. I am especially interested in how these themes shape consumer experience.
At Yeshiva University, I teach courses such as Principles of Marketing, Buyer Behavior, Applied Research, and an MBA elective on Leveraging Generative AI in Marketing. My teaching approach combines rigorous theory with practical relevance, and I am committed to equipping students with both analytical tools and a critical perspective on the rapidly evolving marketing landscape.
Outside of my core academic work, I hold a WSET Diploma and maintain an active research and personal interest in the world of wine. In addition to attending professional tastings and hosting curated wine events, I am currently expanding my scholarly work to explore how wine functions as a rich site for understanding consumer perception, narrative, and experiential value.
For more information, please refer to the travis_tae_oh_cv.pdf.
My research focuses on the psychological underpinnings of consumption experiences, with an emphasis on fun, creativity, and hedonic consumption. In one of my core research streams, I introduced the Liberating-Engagement Theory of Consumer Fun (published in the Journal of Consumer Research), which explores how feelings of liberation and hedonic engagement leads to fun consumption. More broadly, I investigate concepts such as perceived creativity, guilty pleasure, and the evolving role of generative AI in behavioral research. I am especially interested in how these themes shape consumer experience.
At Yeshiva University, I teach courses such as Principles of Marketing, Buyer Behavior, Applied Research, and an MBA elective on Leveraging Generative AI in Marketing. My teaching approach combines rigorous theory with practical relevance, and I am committed to equipping students with both analytical tools and a critical perspective on the rapidly evolving marketing landscape.
Outside of my core academic work, I hold a WSET Diploma and maintain an active research and personal interest in the world of wine. In addition to attending professional tastings and hosting curated wine events, I am currently expanding my scholarly work to explore how wine functions as a rich site for understanding consumer perception, narrative, and experiential value.
For more information, please refer to the travis_tae_oh_cv.pdf.
Upcoming Events