Yoonseock (Yoon) Son is an Assistant Professor of IT, Analytics, and Operations at the University of Notre Dame. His research interests include economics of information systems, mobile strategy, artificial intelligence business strategies, and omnichannel marketing. He is also interested in examining both the dark and bright sides of emerging consumer channels and how these channels influence consumer behaviors. He has collaborated with firms from various industry sectors, including telecom, finance, online commerce, and electronic book. In his research, he mainly uses empirical research methods including econometric analyses and randomized field experiments. His research has been published in Information Systems Research and Journal of Operations Management, as well as in multiple leading conferences.