Research Interests

  • Consumer Fun and Happiness
  • Creativity
  • Discrete Emotions and Motivations in Marketing
  • Brand Research

​Working Papers​

  • Oh, Travis Tae and Michel Tuan Pham, "The Liberating Engagement Theory of Consumer Fun" - Journal of Consumer Research 

  • Oh, Travis Tae, Michel Tuan Pham, and Kamel Jedidi, "The Makeup of Brand Character: A Field Data Analysis of Consumer Responses to 7,000 Brands over 20 Years" - revision invited at Journal of Marketing

  • Wilcox, Keith and Travis Tae Oh (equal contribution), "Do Altruistic Individuals 'Share' More Content on Social Media?" - manuscript in preparation for submission

Select Research in Progress

  • Oh, Travis Tae, Blaine Horton, Melanie Brucks, and Sheena Iyengar, "The Experience of Creativity" (data collection in progress)

  • Oh, Travis Tae and Michel Tuan Pham, "On the Engineering of Fun: Activating Liberation Increases Consumer Fun" (3 studies completed)​

  • Oh, Travis Tae and Jeunghyun Kim, "Effects of Livestreaming on Video Games: Evidence from Twitch and Steam"