• portrait of Hee Mok Park
  • Assistant Professor/ F. Ross Johnson Fellow

    Marketing Department
    Room 454 Drake Centre
    181 Freedman Crescent
    University of Manitoba (Fort Garry Campus)
    Winnipeg, Manitoba R3T 5V4

    T: 204-474-9324
    F: 204-474-7545


Dr. Park builds econometric models to solve challenging and practically important marketing problems. He is particularly interested in measuring how people’s consumption behaviors are influenced by other consumers through digital and social media. His most recent work was published at Marketing Science and his research has been cited in business media such as the Wall Street Journal.

Dr. Park received his Ph.D. (Marketing) from the University of Michigan at Ann Arbor. He has previously taught at the University of Connecticut. He has been at the University of Manitoba since 2021.

Research Interests

  • Models of Social Interaction and Peer Effects
  • Digital Marketing
  • Bayesian Econometrics

Teaching Interests

  • Marketing Analytics
  • Fundamentals of Marketing
  • Marketing Research
  • Strategic Marketing

Recent Publications

Park, Hee Mok and Puneet Manchanda (2015), “When Harry Bet with Sally: An Empirical Analysis of Peer Effects in Casino Gambling Behavior,” Marketing Science, 34 (2), 179-194. (Lead Article) - Marketing Science Institute Working Paper 13-111.  

Park, Hee Mok and Joseph Pancras (2021), “Social and Spatiotemporal Impacts of Casino Jackpot Events,” forthcoming at Marketing Science

Tae-Hyung Pyo, Jae Young Lee, and Hee Mok Park (2022), “The Effects of Consumer Preference and Peer Influence on Trial of an Experience Good,”, forthcoming at Journal of Marketing Research.