Professor Joo Jae Woo of the Department of Business Administration at Kookmin University participated in the GM Future Knowledge Forum, which is held every other week at Gwangmyeong City Hall, and delivered a lecture titled "Behavioral Economics to Guide Citizens' Behavior Naturally". 

The forum was organized by Gwangmyeong Mayor Park Seung Won, with the participation of Vice Mayor Jung Soon wook, the director of the office, and department heads to consider better policies for citizens living in Gwangmyeong. 

In his lecture, Professor Joo Jae Woo introduced various projects conducted by public institutions in North America, Europe, and Asia, including Vancouver BIT's public transportation inducement technique, which is well-known in EBS Business Review's easy-to-understand behavioral economics, and after the lecture, the participants explored ways to involve more citizens in the policies already being promoted by Gwangmyeong City Hall.

Dr. Joo has worked as a field experiment planner applying research findings to customer experience and new product development and acceptance. After receiving a bachelor's degree in humanities and a master's degree in business administration from Seoul National University, he earned a PhD in marketing from the University of Toronto, where he actively uses empathy-based Design Thinking and counterintuitive Behavioral Economics research findings.