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Jongwon Park Sabancı Business School Faculty Member (216) 483 9661 jongwonparksabanciunivedu
Jobs

Faculty Member


Education

PhD (Marketing), University of Illinois at Urbana-Champaign, USA

MBA, University of Wisconsin-Madison, USA

BBA, Korea University, South Korea

 

PREVIOUS EMPLOYMENT

 

University of British Columbia, Canada (Assistant Professor)

University of Illinois at Urbana-Champaign (Visiting Associate Professor)

Korea University Business School, Korea (Professor)

Areas of Interest

Consumer Judgments and Decision Making, Context Effects in Choice, Brand Management, Human-AI Interactions in Consumer Behavior

Memberships

ACR, AMA

Publications Prior to SU

Selected Publications

Kim, Jungkeun, Jongwon Park, and Harmen Oppewal (2026), “The Impact of a Horizontal Versus Vertical Product Display on the Attraction Effect,” Journal of Marketing Research, 63(4, August) 626-643.

Park, Sang Kyu, Young Joo Cho, Jungkeun Kim, Jin Yong Lee, and Jongwon Park (2025), “Consumer Moral Decision Making: The Impact of Alignable versus Nonalignable Differences,” Journal of Consumer Research, 52 (2, August), 288-307 (corresponding author)

Giroux, Marilyn, Jungkeun Kim, Jacob C. Lee, and Jongwon Park (2022), “Artificial Intelligence and Declined Guilt: Retailing Morality Comparison between Human and AI,” Journal of Business Ethics, 178(4), 1027-41.

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.

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 (March), 40-54.

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.

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. (corresponding author)

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.

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. (corresponding author)

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. (corresponding author)

Park, Jongwon, Song-Oh Yoon, Kyeongheui Kim, and Robert S. Wyer, Jr. (2001), “Effects of Priming a Bipolar Attribute Concept on Dimension Versus Concept-Specific Activation of Semantic Memory,” Journal of Personality and Social Psychology, 81 (3), 405-420. (corresponding author)

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. (corresponding author)

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. (corresponding author)