Associate Professor | Accounting and Information Systems
4182 Grainger Hall
(608) 265-4104


Jongwoon (Willie) Choi joined the Wisconsin School of Business faculty in May 2018 as an Associate Professor in the Department of Accounting and Information Systems. He previously served on the faculty at the Joseph M. Katz Graduate School of Business (University of Pittsburgh), where he taught both undergraduate and graduate management accounting courses. His research examines the use of accounting information in managerial decision-making, with an emphasis on strategic performance measurement systems, and performance evaluation and reward systems.

Willie has received several awards for his teaching and research, including the Pitt Business Teacher of the Year, the Impact on Management Accounting Practice Award, and the Best Early-Career Researcher in Management Accounting Award. Poets and Quants also recognized Willie in its annual list of annual list of "40 under 40 Most Outstanding Business Professors."

Willie earned his BSBA from Washington University in St. Louis, his MAcc from Ohio State University, and his PhD from Emory University.


Selected Accepted Journal Articles

Choi, J. & Hecht, G. & Tafkov, I. & Towry, K. (2019). Bring the noise, but not the funk: Does the effect of performance measure noise on learning depend on whether the learning is experiential or vicarious? The Accounting Review

Selected Published Journal Articles

Choi, J. & Newman, A. & Tafkov, I. (2016). A marathon, a series of sprints, or both? Tournament horizon and dynamic task complexity in multi-period settings The Accounting Review

Choi, J. & Hecht, G. & Tafkov, I. & Towry, K. (2016). Vicarious learning under implicit contracts The Accounting Review

Choi, J. (2014). Can offering a signing bonus motivate effort? Experimental evidence of the moderating effects of labor market competition The Accounting Review

Choi, J. & Hecht, G. & Tayler, W. (2013). Strategy selection, surrogation, and strategic performance measurement systems Journal of Accounting Research

Choi, J. & Hecht, G. & Tayler, W. (2012). Lost in translation: The effects of incentive compensation on strategy surrogation The Accounting Review

Working Papers

Choi, J. & Clark, J. & Presslee, A. (2019). Designing Real-Effort Tasks to Study Motivation: Conceptual Guidance and Practical Application

Birnberg, J. & Choi, J. & Presslee, A. (2019). Giving Customers Decision Rights: A Field Study of Pay-What-You-Want Pricing at the Box Office

Choi, J. & Presslee, A. (2018). When do tangible rewards motivate greater effort than cash rewards? An analysis of three commonly cited differences

Practitioner-Oriented Publications

Choi, J. & Hecht, G. & Tafkov, I. & Towry, K. (2019). Is experience the best teacher for employees? Strategic Finance


Graduate Courses

Strategic Cost Management (AIS 765), Summer 2019. Download Syllabus


Editorial and Reviewing Activities

Journal of Management Accounting Research - Since January 2019
Associate Editor

The Accounting Review - Since January 2017
Editorial Board Member

Contemporary Accounting Research - Since January 2017
Editorial Board Member

Behavioral Research in Accounting - Since January 2017
Editorial Board Member

Journal of Management Accounting Research - January 2016 - December 2018
Editorial Board Member

Accounting, Organizations and Society - Since January 2016
Editorial Board Member