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Graduate Programs

Undergraduate Programs


Jason Ho

Academic Director, Undergraduate Program (Major)

Associate Professor, Marketing


Room: WMC 4393

Phone: 778.782.5836


Curriculum Vitae: View


Master of Philosophy in Marketing (Chinese University of Hong Kong), PhD (University of BC)


Associate Professor Jason Ho's keen interest in action movies and comic books is evident in his research, which focuses on entertainment marketing and viral marketing. He enjoys applying mathematical and statistical methods to assess marketing programs' sales and demand patterns in order to improve profits. Recently, he developed an automated demand-scheduler for multiplex movie theatres to optimize how they schedule their movies in order to improve revenues. Ho joined the Beedie School of Business in August 2007.

Research Interests

Marketing Modeling, Entertainment Marketing, Viral Marketing

Selected Publications

articles and reports

Ho, J. Y., Liang, Y. S., Weinberg, C. B., & Yan, J. (2018). An empirical study of uniform and differential pricing in the movie theatrical market. Journal of Marketing Research, 55(3), 414-431.

Ho, J. Y., Krider, R. E., & Chang, J. (2017). Mere newness: Decline of movie preference over time. Canadian Journal of Administrative Sciences, 34(1), 33-46.

Flostrand, A., Ho, J. Y., & Krider, R. E. (2016). Implementing “Marketing Me”: A Simulation Enhanced Variant for a Student Self-Marketing Exercise. Journal of Marketing Education, 38(2), 83-89.

Mora, J. D., Krider, R., & Ho, J. (2015). Who decides what to watch on TV at home? Insights from people-meter data in Mexico: Measuring co-viewing and preference influences to help broadcasters promote programming. Journal of Advertising Research, 55(1).

Mora, J. D., Ho, J., & Krider, R. (2011). Television Co-Viewing in Mexico: An Assessment on People Meter Data. Journal of Broadcasting and Electronic Media, 55(4), 448-469.

Ho, J., & Weinberg, C. B. (2011). Segmenting consumers of pirated movies. Journal of Consumer Marketing, 28(4), 252-260.

Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006.

Ho, J. Y., Dhar, T., & Weinberg, C. B. (2009). Playoff payoff: Super Bowl advertising for movies. International Journal of Research in Marketing, 26(3), 168-179.

Eliashberg, J., Hegie, Q., Ho, J., Huisman, D., Miller, S. J., Swami, S., Weinberg, C. B., & Wierenga, B. (2009). Demand-driven scheduling of movies in a multiplex. International Journal of Research in Marketing, 26(2), 75-88.