Yoonju Han joined Lehigh University in the fall of 2018 as an Assistant Professor of marketing, after received her Ph.D. in marketing (quantitative) from Kelley School of Business, Indiana University. Yoonju’s primary research interest lies in modeling the choices of consumers and the effects of marketers’ strategic decisions. Her work focuses on leveraging the Bayesian estimation methods with unique data from mobile eye tracking or field experiment that investigate marketing issues and provide insights to substantive areas, such as in-store shopper behavior, sales promotion, and customer relationship management. Her research projects were published in the Marketing Letters and Journal of Retailing and some of her work has been presented at conferences like ISMS Marketing Science Conference, Haring Symposium and U.T. Dallas FORMS Conference. She was a multiple time recipient of the Departmental Marketing Research Excellence Award and Doctoral Research Productivity Award at the Kelley school of Business, Indiana University and was selected as AMA-Sheth Foundation Doctoral Consortium Fellow in 2016. Prior to pursuing her doctoral degree, Yoonju received her Bachelor of Business Administration and Master of Science in marketing from Korea University and worked in marketing division of Hyundai Motor Company.