Sujeong Hong

Assistant Professor, Mokwon University

저는 행동 과학(Behavioral Science)과 데이터 기반 방법론을 융합하여 마케팅 문제를 해결하는 연구자입니다. 성균관대학교에서 경영학 박사 학위를 취득하였으며, 현재 경험적 소비, 미니멀리즘, 친사회적 행동 등을 주제로 활발한 연구를 수행하고 있습니다.

Education

Ph.D. in Business Administration (Marketing) Sungkyunkwan University, 2020 Dissertation: "The Effect of Uncertainty on Consumer Preference for Material and Experiential Purchases"
B.A. in Business Administration & Social Welfare Sungkyunkwan University, 2013

Selected Publications

"The Effect of Meritocratic Belief on Charitable Behavior" Journal of Consumer Studies, 34(6), 165-176 (2023)

"Against the Public or the Critic? The Impacts of Counterculturalism on Consumer Preferences" Journal of Consumption Culture, 26(4), 255-273 (With Kim, K.) (2023)

"Spillover Effect of Leadership Ethics on CSR Initiatives" Journal of Consumption Culture, 26(4), 205-220 (With Kwon, M.) (2023)

"The Effects of Minimalism Pursuit on Consumer Independence" Journal of Consumer Studies, 34(5), 67-85 (With Kwon, M.) (2023)

"AI vs. Humans: How Implicit Self-Theory Shapes Consumer Evaluations on Financial Investment Advice" Journal of Consumer Studies, 34(5), 143-156 (With Jeon, E.) (2023)

Selected Presentations

AMA Winter Academic Conference (2024) "Expectations of Making a Difference for Earth" (St. Pete Beach, FL)
AMA Summer Academic Conference (2023) "A Hopeful Message Works for the Pessimist" (San Francisco, USA)
Global Marketing Conference (2023) "Effects of Residential Mobility on Trust in the Digital Consumption Contexts" (Seoul)

Teaching

Marketing Analytics Sookmyung Women's University (Spring 2024)
Marketing Strategy Sungkyunkwan University (Fall 2023)

Contact

Email [email protected]
Office Mokwon University, Daejeon, South Korea