Articles
Finding the sweet spot for engaging online content loading
November 5, 2025 — New research highlights that moderate-speed animations can significantly reduce perceived wait times and improve user engagement compared to fast or slow animations.
Studies show that a notable percentage of users abandon sites or apps when faced with delays, emphasizing the importance of optimizing digital experiences during incidental wait times.
The findings suggest that many companies are missing opportunities by using ineffective static images during waits, urging them to adopt moderate animations to enhance user satisfaction and conversion rates.
Babson Faculty Awards Honor Excellence in Teaching, Scholarship, and Service
September 22, 2025 — A dozen Babson faculty members were honored earlier this month by their colleagues with prestigious College awards for their excellence in teaching, scholarship, and service.
The Faculty Scholarship Awards are chosen by the members of the Babson Faculty Research Fund and the dean of faculty to recognize important scholarly work by faculty across the campus, ranging from the building of theories and frameworks to critical literary analysis. The year’s Faculty Scholarship Award recipients are:
Disciplinary Achievement Award: Ellie Kyung (associate professor, Marketing)
Gen Alpha Skin Care Craze: Babson Professors Decode the Tween Beauty Boom
January 10, 2025 — From skin cycling to slathering on barrier-repair cream, tweens have embraced the booming social media-fueled skin care market and traded in their toys for double cleansing and collagen masks.
Despite the trend-driven nature of this market, Kyung, an associate professor of marketing, sees potential for positive outcomes. “Skin care isn’t inherently unnecessary for tweens,” she said. “Products like sunscreen, tailored for younger skin with natural ingredients, could help establish healthy habits early. The key is to focus on utility rather than appearances.”
Associate Professor Ellie Kyung Selected as Marketing Science Institute Scholar
November 22, 2024 — Associate Professor Ellie Kyung has been honored as a 2024 Marketing Science Institute (MSI) Scholar, the first Babson College faculty member selected to the MSI Scholars Program.
The MSI Scholars Program recognizes excellence in marketing scholarship across fields of marketing, and the 2024 MSI Scholars are among the most prominent mid-career academics in the world.
Unfair Decisions by AI Could Make Us Indifferent to Bad Behavior by Humans
November 14, 2024 — Artificial intelligence (AI) makes important decisions that affect our everyday lives. These decisions are implemented by firms and institutions in the name of efficiency. They can help determine who gets into college, who lands a job, who receives medical treatment and who qualifies for government assistance.
A Delicious Partnership: Part-Time MBA Students Consult for Local Chocolate Maker
May 2, 2024 — Ellie Kyung first stumbled upon ChocAllure as she searched online for the perfect gift to bring for friends at an upcoming conference. The associate professor of marketing at Babson College expected a simple but tasty box of chocolates, not unlike the boxes she’d gifted before. But instead, she discovered chocolatier Liron Gal’s Chocolate Jewels ™.
Stop, Collaborate, and Listen: Babson Faculty Come Together on Research Day
February 2, 2023 — COVID-19 also was a research touchstone for Ellie Kyung, an associate professor of marketing and one of 19 new faculty hires at Babson. Kyung is researching potential connections between political identity and perceived risk, seeking to explain why people who identify as conservative and security-focused would eschew safety measures such as wearing a mask.
Dannals, Fisher, and Kyung Received 2021 Teaching Excellence Awards
June 21, 2021 — The Teaching Excellence Awards were set up by the Class of 2011 to “celebrate the learning environment at Tuck by honoring the faculty who, in the eyes of their students, have made an outstanding contribution to the quality of the educational experience.”
Is COVID-19 Scary? Depends on Your Politics—And How You’re Asked
May 07, 2021 — In a new study of how people perceive risks from the coronavirus, Tuck professor Ellie Kyung finds patterns correlated with political identity.
Uncertainty Isn't Going Away. Learn How to Deal With it Better
Mar 19, 2021 — Googling everything about a complex topic offers an illusion of control, but overresearching can compound stress. Ambiguous or conflicting information undermines certainty, says Ellie Kyung, Ph.D., an associate professor of marketing at the Tuck School of Business at Dartmouth College.
When More Information Leads to More Uncertainty
Jun 09, 2020 — The coronavirus pandemic leaves us in a quandary: Our natural instinct is to try to resolve our intense feelings of uncertainty, but there is so much uncertainty around the virus and its effects that a quest for complete resolution is futile. So what can we do?
The Hidden Influence of Numerical Formats
Jun 06, 2018 — Tuck professor Ellie Kyung finds slider scales have a powerful effect on consumer payments.
Top Courses at Tuck, According to Students
Apr 18, 2018 — One of my favorite courses in Tuck’s core curriculum is Marketing with Professor Kyung. Her ability to bring students’ previous work experiences into the classroom is very impressive...
Betting on People
Jan 16, 2018 — Marketing professor Ellie J. Kyung took an unconventional path to Tuck, guided by a simple principle: Follow the people you trust.
Hate Today’s Politics? How to Teach Kids About Tolerance
Oct 19, 2017 — Kneel? Lock arms? Don’t appear at all? However NFL players are responding to the national anthem before the football game, one thing is clear: They are divided...
High Marks for Students Competing in Annual Case Challenges
Apr 14, 2017 — Students leveraged lessons learned from Professor Ellie Kyung’s marketing course and presented to Robin Hayes, CEO of JetBlue, along with his executive team...
What If a Five-star Rating Was Actually Bad?
Feb 15, 2017 — In her latest research on consumer behavior and decision making, Tuck associate professor Ellie Kyung investigates what happens to consumer judgment when our rating system is turned upside down.
Prices and Memory: Leave It to Intuition
Apr 23, 2013 — Ellie Kyung says you may be better off not pondering what you used to pay.
Take This Course
Apr 16, 2013 — A sampling of Tuck’s unique electives unveils a curriculum both deep and wide.
Pressure Mounts for Winter Retailers
Feb 09, 2012 — The first step in terms of driving consumers towards purchase is this need recognition...