Tenure Tracks
Suk, Kwanho 석관호
- Marketing
- Professor
- Consumer Psychology, Price Perception
- Room 509 in KUBS Main bldg.
- TEL : 02-3290-2612
- Email : ksuk@korea.ac.kr
- Fax :
- Homepage :
- Office Hour :
Education
- 2003: University of Toronto, Ph.D./ Major: Marketing, Minor: Cognitive psychology
- 1996: University of Wisconsin, MS / Major : Marketing Research
- 1994: Korea University, MBA
- 1992: Korea University, BA
Career
Academic Positions
- Assistant Professor, Korea University Business School (September 2005 - Present)
- Assistant Professor, University of California (September 2002 - June 2005)
Publications
- Suk, Kwanho and Jieun Koo (in press), "Currency Exchange Rate Biases," Journal of Experimental Psychology: Applied.
- Mudita, Triza and Kwanho Suk (2024), "Effects of Feedback about Overhead Spending from Charitable Organizations on Overhead Aversion," Journal of Nonprofit & Public Sector Marketing, 36 (5), 641-662.
- Suk, Kwanho and Triza Mudita (2023), "Effects of Donation Collection Methods on Donation Amount: Nudging Donation for the Cause and Overhead," Psychology & Marketing, 40 (4), 690-706.
- Jeong, Yunjoo, Sanyoung Hwang, and Kwanho Suk (2023), "Ten Days (vs. May 10) Makes You Rush: The Effect of Time Descriptions on Task Scheduling," Journal of Applied Social Psychology, 53 (2), 121-133.
- Yun, Sejeong and Kwanho Suk (2022), “Consumer Preference for Pay-Per-Use Service Tariffs: The Roles of Mental Accounting,” Journal of the Academy of Marketing Science, 50 (5), 1111-1124.
- Suk, Kwanho, Sanyoung Hwang, and Yunjoo Jeong (2022), “The 1-in-X Effect in Perceptions of Risk Likelihood Differences,” Organizational Behavior and Human Decision Processes, 170, 104131.
- Suk, Kwanho and Jieun Koo (2022), “Preference for Playing Order in Games With and Without Replacement: Motivational Biases and Probability Misestimations,” Judgment and Decision Making, 17 (2), 237-262.
- Suk, Kwanho and Triza Mudita (2021), “Charitable Organization’s Cost Disclosure Mitigates Overhead Aversion,” Sustainability, 13, 13425.
- Koo, Jieun and Kwanho Suk (in press), "Is $0 Better than Free? Consumer Response to “$0” versus “Free” Framing of a Free Promotion," Journal of Retailing.
- Koo, Jieun and Kwanho Suk (2016), "The Effects of Package Shape on Calorie Estimation," International Journal of Research in Marketing, 33 (4), 856-867.
- Ryu, Gangseog, Kwanho Suk, Song-Oh Yoon, and Jongchul Park (2014), "The Underlying Mechanism of Self-Regulatory Focus on Compromise Choice," Journal of Business Research, 67 (10), 2056-2063.
- Yoon, Song-Oh, Kwanho Suk, Jin Kyung Goo, Jiheon Lee, and Seon Min Lee (2013), "The Devil Is in the Specificity: The Negative Effect of Prediction Specificity on Prediction Accuracy," Psychological Science, 24 (7), 1164-1170.
- Suk, Kwanho, Jiheon Lee, and Donald R. Lichtenstein (2012), “The Influence of Price Presentation Order on Consumer Choice,” Journal of Marketing Research, 49 (5), 708-717.
- Suk, Kwanho and Song-Oh Yoon (2012), "The Moderating Role of Decision Task Goals in Attribute Weight Convergence," Organizational Behavior and Human Decision Processes, 118 (1), 37-45.
- Yoon, Song-Oh, Kwanho Suk, Seon Min Lee, and Eun Young Park (2011), “To Seek Variety or Conformity: The Role of Culture in Consumers’ Choice in a Group Setting,” Marketing Letters, 22 (1), 49-64.
- Suk, Kwanho, Song-Oh Yoon, Donald R. Lichtenstein, and Sie Yeoun Song (2010), “The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings,” Journal of Marketing Research, 47 (5), 983-995.
- Lee, Michelle and Kwanho Suk (2010), “Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects,” Journal of Consumer Research, 36 (5), 890-897.
- Na, June-Hee, Jong-Won Park, Kwanho Suk (2008), "Unsuccessful Purchase Experiences and Future Consumer Decisions: Effects of Initial Goal Setting Processes and Counterfactual Thoughts", in Advances in Consumer Research, Vol. 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, 276-281.
- Rodgers, Waymond, Solomon Negash, and Kwanho Suk (2005), “The Moderating Effect of Online Experience on the Antecedents and Consequences of Online Satisfaction,” Psychology & Marketing, 22 (4), 313-331.