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  • Assistant Professor

Research Interest

The Impact of Cultural Values, Power Distance Belief, The Impact of Technology


  • Ph.D., Marketing (minor: Psychology), Indiana University, Bloomington, 2020
  • M.S., Marketing, Korea University, 2014
  • B.B.A., Business Administration, Korea University, 2010


  • Assistant Professor of Marketing, Sungkyunkwan University, Feb 2021 - present
  • Researcher, Institute for Business Research and Education (Marketing Center), Korea University, Sep 2020 - Feb 2021

Journal Articles

  • (2024)  Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics.  JOURNAL OF MARKETING RESEARCH.  61,  2
  • (2023)  Men engage in self-deceptive enhancement, whereas women engage in impression management.  PSYCHOLOGY & MARKETING.  40,  7
  • (2022)  Adhering to initial judgment: How power distance belief increases preference consistency.  SOCIAL INFLUENCE.  17,  1
  • (2022)  Do You Mind if I Ask You a Personal Question? How AI Service Agents Alter Consumer Self-Disclosure.  JOURNAL OF SERVICE RESEARCH.  25,  4
  • (2022)  When do people rely more on unique versus common attributes? The effect of power distance belief on preference for alignable versus nonalignable attributes.  JOURNAL OF CONSUMER BEHAVIOUR.  21,  4
  • (2022)  AI Increases Unethical Consumer Behavior Due to Reduced Anticipatory Guilt.  JOURNAL OF THE ACADEMY OF MARKETING SCIENCE.  2022,  forthcoming
  • (2021)  The Impact of Power Distance Belief on the Preference for Assortment Size.  마케팅연구.  36,  4
  • (2020)  Price No Object!: The Impact of Power Distance Belief on Consumers' Price Sensitivity.  JOURNAL OF MARKETING.  84,  6