University of California, Riverside

Anderson Graduate School of Management

Faculty Bio

Cecile Cho

Assistant Professor of Marketing

Curriculum Vitae , updated 05/2011


Cecile Cho's research interests focus on consumer behavior. Her primary interest focuses on consumer motivation, its consequences on preference judgment and post-purchase behavior, including satisfaction and sequential goals. Another research interest focuses on impact of motivation on choice behavior under uncertainty of preferences or outcomes. Her research has been published in Journal of Consumer Research.

Professor Cho received her Ph.D. in marketing from Columbia University before joining SoBA in 2007. She currently teaches Consumer Behavior and Advertising. She has spent the 2009-2010 academic year at Moscow School of Management SKOLKOVO's research institute in Beijing, conducting research on consumer behavior in emerging markets.


(951) 827‑4994
Anderson Hall 0246

Course Schedule

Spring 2014:



Office Hours

Spring 2014:

On Leave.

More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012

Contact Information

The A. Gary Anderson Graduate School of Management

Graduate Programs Office
102 Anderson Hall, South

Tel: (951) 827-6200
Fax: (951) 827-2055