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Tenure Tracks

Tenure Tracks

Park, Jongwon 박종원

  • Marketing
  • Professor
  • Consumer Information Processing, Online Consumer Behavior, Brand & Communication Strategy
  • Room 526 in Hyundai Motor bldg
  • TEL : 02-3290-1936
  • Email : amadeus@korea.ac.kr
  • Fax :
  • Homepage :
  • Personal Homepage : http://cafe.naver.com/bestseminar.cafe
  • Office Hour :

Education

  • Ph.D., University of Illinois at Urbana-Champaign
  • M.B.A., University of Wisconsin-Madison
  • B.B.A., Korea University

Career

Academic Positions
  • 1991 ~ 1992 : University of British Columbia (Assistant professor of marketing)
  • 1992 ~ 1996 : Korea University Business School (Assitant professor)
  • 1996 ~ 1998 : Korea University Business School (Head, Department of Business Administration)
  • 1996 ~ 2001 : Korea University Business School (Associate professor)
  • 1998 ~ 1999 : University of Illinois (Visiting associate professor)
  • 2001 ~ 2002 : Korea University Business School (Director of AMP)
  • 2001 ~ 2005 : Korea University Business School (Chairman of research committee, Director of Center for Marketing Research)
  • 2005 ~ 2007 : Korea University Business School (Associate dean of Faculty Affairs and Undergraduate Program)
  • 2001 ~ Present : Korea University Business School (Professor)
  • 2008 ~ 2014 : Korea University Business School (Hyundai-Kia Research Fellow Professor)
     
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Publications

Selected Publications
  1. Park, Sang Kyu, Young Joo Cho, Jungkeun Kim, Jon Yong Lee, and Jongwon Park (2024), “Consumer Moral Decision Making: The Impact of Alignable versus Nonalignable Differences,” Journal of Consumer Research (forthcoming)
  2. Giroux, Marilyn, Jungkeun Kim, Jacob C. Lee, and Jong-Won Park (2022), “Artificial Intelligence and Declined Guilt: Retailing Morality Comparison between Human and AI,” Journal of Business Ethics, 178(4), 1027-41.
  3. Kim, Jungkeun, Mark T. Spence, Harmen Oppewal, Jongwon Park, and Roger Marshall (2022), “What Drives Preference for the Compromise Option? Disentangling Position-Based versus Attribute-Based Effects,” Psychology and Marketing, 39, 2153-70.
  4. Lee, Yeh Jun and Jongwon Park (2022), “The Safety Paradox of Self- Driving Cars,” Asia Marketing Journal, 23 (4, January), 1-12.
  5. Park, Sang Kyu and Jongwon Park (2021), “The Impact of the Mere Presence of a Free Version in the Freemium Strategy: Bidirectional Effects of a Free Version on Consumers’ Preference for the Premium Option, Korean Journal of Marketing, 36 (February), 121-146. (Best Article Award)
  6. Kim, Kyeongheui and Jongwon Park (2019), “Cultural Influences on Brand Extension Judgments: Opposing Effects of Thinking Style and Regulatory Focus,” International Journal of Research in Marketing, 36, 137-150.
  7. Kim, Jungkeun, Jae-Eun Kim, and Jongwon Park (2018), “Effects of Physical Cleansing on Unhealthy Eating,” Marketing Letters, 29 (2), 165-176.
  8. Kim, Kyeongheui, Jongwon Park, and Jungkeun Kim (2014), "Consumer-Brand Relationship Quality: When and How It Helps Brand Extensions,” Journal of Business Research, 67 (4), 591-597.
  9. Park, Jongwon, Kyeongheui Kim, Junsik Kwak, and Robert S. Wyer, Jr. (2014), “Priming Thoughts about Extravagance: Implications for Consumer Decisions about Luxury Products,” Journal of Experimental Psychology: Applied, 20 (1), 40-54.
  10. Kim, Jungkeun, Jae-Eun Kim, and Jongwon Park (2012), “Effects of Cognitive Resource Availability on Consumer Decisions Involving Counterfeit Products: The Role of Perceived Justification,” Marketing Letters, 23 (3), 869-881.
  11. Kwak, Junsik and Jongwon Park (2012), “Effects of a Regulatory Match in Sunk Cost Effects: A Mediating Role of Anticipated Regret,” Marketing Letters, 23 (1), 209-222.
  12. Kim, Yeung-Jo, Jongwon Park, and Robert S. Wyer, Jr. (2009), “Effects of Temporal Distance and Memory on Consumer Judgments,” Journal of Consumer Research, 36 (December), 634-645. (featured in Science Daily, May 12, 2009).
  13. Lee, Hyun Jung, Jongwon Park, Jin Yong Lee, and Robert S. Wyer, Jr. (2008), “Disposition Effects and Underlying Mechanisms in e-Trading of Stocks,” Journal of Marketing Research, 45 (June), 362-378.
  14. Shine, Byung Chul, Jongwon Park, and Robert S. Wyer, Jr. (2007), "Brand Synergy Effects in Multiple Brand Extensions," Journal of Marketing Research, 44 (November), 663-670.
  15. Yeo, Junsang and Jongwon Park (2006), "Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions," Journal of Consumer Psychology, 16 (3), 272-282.
  16. Park, Jongwon and JungKeun Kim (2005), "The Effects of Decoys on Preference Shifts: The Role of Attractiveness and Providing Justification,” Journal of Consumer Psychology, 15 (2), 94-107.
  17. Park, Jongwon, Song-Oh Yoon, Kyeong-Heui Kim, and Robert Wyer (2001), "Effect of Priming a Bipolar Attribute Concept on Dimension Versus Concept-Specific Activation of Sementic Memory," Journal of Personality and Social Psychology, 81, 405-420.
  18. Park, Jongwon and Manoj Hastak (1994), "Memory-Based Product Judgments: Effects of Involvement at Encoding and Retrieval," Journal of Consumer Research, 21 (December), 534-547.
  19. Park, Jongwon and Robert S. Wyer, Jr. (1993), "The Cognitive Organization of Product Information: Effects of Attribute Category Set Size on Information Recall," Journal of Consumer Psychology, 2 (4), 329-357.
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Books

  • ​Park, Jongwon and BEST (2002), Online Consumer Behavior 
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Research

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