Travis Tae Oh is a Ph.D. Candidate in Marketing at Columbia University Graduate School of Business. Prior to joining Columbia, Travis worked in the industry as a market research analyst, was involved in multiple start-ups, and held other various positions in the consumer goods and services sector. His research focuses on two interrelated, yet distinct areas: 1) Psychological perspectives on brands and 2) Fundamental questions on constructs, in particular on the psychology of "Fun." Travis has also worked with several entrepreneurs and start-ups to reach their goals, by tapping into the psychological motivations that drive consumers to favorably perceive and promote new brands.