معرفی
JaeHwan Kwon is an Associate Professor of Marketing at Baylor University, teaching Marketing Research (MKT 3330) since 2015. He serves on editorial boards for the European Journal of Marketing, Journal of Psychological Research, Journal of Marketing Thought, and Asia Marketing Journal, and is an active member of the Association for Consumer Research, Society for Consumer Psychology, and Society for Judgment and Decision Making.
His academic credentials include:
- PhD in Marketing, University of Iowa (2015)
- MS in Marketing, New York University (2010)
- MBA in Marketing, Yonsei University, Seoul (2007)
- BS in Environmental Science, Korea University, Seoul (2004)
Dr. Kwon specializes in behavioral judgment and decision making (JDM) within consumer contexts, investigating how individual differences and situational factors shape evaluative judgments. His research spans consumer attitude formation, persuasion mechanisms, numerical cognition in pricing, financial decision processes, and technology product adoption. Methodologically, he employs laboratory experiments, eye-tracking, and online gaming to uncover underlying cognitive processes driving consumer choices.
Analysis of his 2015-2024 publications reveals a cohesive focus on how numerical representations (e.g., price formatting, precision) influence consumer perceptions and adoption decisions, particularly for technology products. His work also examines cultural moderators in persuasion, embodiment effects on attitude strength, and spillover phenomena in endowment effects, contributing significantly to understanding psychological mechanisms in marketing contexts.
Scientific Awards: No major scientific awards were listed in the provided information.
Advising and Grants: The source text did not provide details on graduate student advising or research grants.
