JAEWOO JOO PhD Candidate in Marketing, Rotman School of Management, University of Toronto Email: jaewoo.joo04@rotman.utoronto.ca RESEARCH : Designers’ decision making - Discrepancy between Decision Utility and Experienced Utility: Implications for New Design Testing - Inferring Consumer Choice: The Role of Categorization and Sequential Learning : Consumers’ decision making about design outcomes - Less But Better: Effect of the Quantity of Form Features on Consumer Preference - Unbearable Lightness of Consumers’ Design Evaluation TEACHING & TA : RSM 250 (MGT 252): Principles of Marketing (2007 spring, 2009 spring) : RSM 451: Consumer Behavior (2009 fall) : RSM 452 (MGT 453): Marketing Research (2007 spring, 2009 fall) : MGT 2515: Design Practicum: New Product and Services Lab (2006 fall + 2007 spring) : MGT 2915: Innovation, Foresight, and Business Design (2008 Fall) BLOG www.jaewoojoo.com (Labs for Design & Business) MEDIA : Panelist for the 2009 World’s Best Design Schools in Business Week