Meet Dong Wook Chae (Peter Chae), PhD Candidate at the 𝗞𝗲𝗹𝗹𝗲𝘆 𝗦𝗰𝗵𝗼𝗼𝗹 𝗼𝗳 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀, 𝗜𝗻𝗱𝗶𝗮𝗻𝗮 𝗨𝗻𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆. Peter’s research explores how consumer biases and cognitive heuristics shape decision-making and firm strategy in technology-mediated markets. His job market paper introduces the concept of the immersion barrier, offering new insights into why consumers misattribute blame for service disruptions in digital ecosystems. This phenomenon has meaningful implications for platform design and governance.

Peter employs a complementary and multi-methodological approach with a strong emphasis on quantitative tools, integrating analytical modeling, causal inference, structural estimation, machine learning, and experimental validations. His projects examine behavioral pricing, metric selection in organizations, and emerging digital strategies like loot boxes and algorithmic curation.

As he enters the academic job market, Peter brings a rigorous and interdisciplinary lens to studying how technology and market behavior interact to shape firm outcomes.