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Faculty
  • Park, Se-Bum
    Associate Professor
  • Division   Marketing
    Ph.D. Northwestern University
  • Lab   Business Hall #612
  • Contact   02-2123-6260
  • Email   seapark@yonsei.ac.kr

EDUCATION

2004 Ph.D., Kellogg School of Management, Northwestern University
1999 MBA, University of Illinois at Urbana-Champaign 
1996 MA, School of Business, Yonsei University 
1994 BBA, School of Business, Yonsei University

ACADEMIC AND PROFESSIONAL EXPERIENCE

Professor, School of Business, Yonsei University, 2009-present
Assistant Professor, KAIST Business School, 2005-2009
Visiting Scholar, University of Illinois at Urbana-Champaign, 2004-2005
Associate Director of Research, Food & Brand Lab, 1999-2000

TEACHING INTERESTS

Undergraduate Program: Marketing, Consumer Behavior
Graduate Program: Proseminar in Behavioral Marketing, Consumer Information Processing, Experimental Methodology in Marketing

RESEARCH INTERESTS

Consumer Information Processing
Psychology of Difficulty (metacognition difficulty, indecisiveness)
Construal-level Theory
Food Psychology

SELECTED PUBLICATION

INTERNATIONAL JOURNALS

Kim, Young-Soo, Do-Hyung Park, and Se-Bum Park (2015), "Tariff Choice of Online Contents based on Usage Goal and Self-Control: Can I Control Myself?" Internet Research, 25(5), 852-867.

Gardner, Meryl P., Brian Wansink, Junyong Kim, and Se-Bum Park (2014), "Better Moods for Better Eating?: How Mood Influences Food Choice," Journal of Consumer Psychology, 24(3), 320-335 (corresponding author).

Park, Se-Bum and Sung Joo Bae (2014), "Different Routes to Metacognitive Judgments: The Role of Accuracy Motivation," Journal of Consumer Psychology, 24(3), 307-319 (corresponding author). 

Park, Se-Bum and Do-Hyung Park (2013), "The Effect of Low- versus High-Variance in Product Reviews on Product Evaluation," Psychology & Marketing, 30(7), 543-554 (corresponding author). 

Chang, Dae Ryun and Se-Bum Park (2013), "The Effects of Brand Strategy and Technological Uncertainty on Pioneering Advantage in the Multigenerational Product Market," Journal of Product Innovation Management, 30(1), 82-95 (corresponding author). 

Kim, Gil Son, Se-Bum Park, and Jungsuk Oh (2008), “An Examination of Factors Influencing Consumer Adoption of Short Message Service (SMS),” Psychology & Marketing, 25(8), 769-786 (corresponding author). 

Tybout, Alice, Brian Sternthal, Prashant Malaviya, Georgios A. Bakamitsos, and Se-Bum Park (2005), “Information Accessibility as a Moderator of Judgments: The Role of Content versus Retrieval Ease,” Journal of Consumer Research, 32(1), 76-85 (based in part on my doctoral dissertation). 

Wansink, Brian, Steven T. Sonka, and Se-Bum Park (2004), “Segmentation Approaches that Differentiate Consumption Frequency from Sensory Preference,” Journal of Sensory Studies, 19(4), 327-340. 

Wansink, Brian and Se-Bum Park (2001), “At the Movies: How External Cues and Perceived Taste Impact Consumption Volume,” Food Quality and Preference, 12(1), 69-74. 

Wansink, Brian and Se-Bum Park (2000), “Methods and Measures That Profile Heavy Users,” Journal of Advertising Research, 40(4), 61-72. 

Wansink, Brian and Se-Bum Park (2000), “Accounting for Tastes: Building Consumer Preference Prototypes,” Journal of Database Marketing, 7(4), 308-320. 

Wansink, Brian, Se-Bum Park, Steven T. Sonka, and Michelle Morganosky (2000), “How Soy Labeling Influences Preference and Taste,” International Food and Agribusiness Management Review, 3(1), 85-94. 


CONFERENCE PROCEEDINGS

Wansink, Brian, Kevin Knifflin, Collin Payne, Junyong Kim, and Se-Bum Park (2011), "I am How Much I Eat: How Self-Monitoring Influences Food Consumption Across Genders," Advances in Consumer Research, 39, 114-115. 

Suh, Ji-Yeon and Se-Bum Park (2009), “Successful Brand Alliance and Its Negative Spillover Effect on a Host Brand: Test of the Cognitive Response Hypothesis,” Advances in Consumer Research, 36, 243-247. 

Park, Do-Hyung and Se-Bum Park (2008), “The Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesis,” Advances in Consumer Research, 35, 744-745. 


DOMESTIC JOURNALS

Jeong, Nan-Hee and Se-Bum Park (2019), "The Effect of Social Support on Goal Attainment Intention: Focusing on the Process of Sales Promotional Reward Redemption," Journal of Consumer Studies, 30(3), 1-26 (corresponding author).

Li, Xiaobi and Se-Bum Park (2019), "The Effect of Cognitive Disfluency and Construal Level on Consumer Confidence and Product Evaluation: The Role of Consumption Occasions," Yonsei Business Review, 56(2), 25-48 (in English, corresponding author).

Lee, Sarah Heeju and Se-Bum Park (2019), "The Effect of Inclusion versus Exclusion on Consideration Set Size: The Moderating Role of Chronic Indecisiveness," Asia Marketing Journal, 21(1), 45-64 (in English, corresponding author)

Li, Liang and Se-Bum Park (2019), "The Effect of Self-Bundling vs. Bundle Packaging on Variety Seeking Behavior: The Role of Consumer Knowledge," Journal of Channel and Retailing, 24(2), 47-63 (corresponding author).

Shan, Hongjing and Se-Bum Park (2019), "The Effect of Online Social Exclusion on Conformity Consumption among Chinese WeChat Users," Yonsei Business Review, 56(1), 1-19 (corresponding author).

Park, Kyung Min, Ju Young Lee, and Se-Bum Park (2018), "Situational Value Innovation Strategy: The Case of the Coffee Drinking Market in South Korea," Journal of Strategic Management, 21(3), 29-43 (in English).

Lee, Janghyuk, Donnel A. Briley, Jungsuk Oh, Se-Bum Park, and Sung  Joo Bae (2018), "The Effect of Repeated and Spaced Exposures of Internet Display Advertising," Journal of Korean Marketing Association, 33(February), 65-80 (in English).

Chung, Won Ju, Sunghye Shin, and Se-Bum Park (2017), "The Effect of Power on Willingness to Pay for Scarce Products: Focusing on the Influence of SNS," Yonsei Business Review, 54 (1), 31-53 (corresponding author, won YBRI best paper award).

Oda, Ayaka, Se-Bum Park, and Sung Joo Bae (2016), "New Product Development with Facebook Fans: Idea Contest Experiment," Yonsei Business Review, 53 (1), 1-41 (in English).

Lee, Jumin, Se-Bum Park, and Sangwon Lee (2015), "Are Negative Online Consumer Reviews Always Bad? A Two-Sided Message Perspective," Asia Pacific Journal of Information Systems, 25(4), 784-804 (in English).

Kim, Doyun and Se-Bum Park (2015), "Category- vs. Ranking-Effect: Influence of Construal Level on the Decision-Making Differences between Gift Giving and Self Use," Journal of Consumer Studies, 26(5), 23-49 (corresponding author, won KSCS best paper award).

Han, Sangyun, Sung Joo Bae, Se-Bum Park, Eunjung Ma, and Hena Han (2014), "Analysis on the Diffusion and the Intention to Use among Technology Adopter Categories," Journal of Information Technology Services, 13 (3), 25-50.

Han, Haejoo, and Se-Bum Park (2013), "The Effect of Perceived Social Status and Fairness Beliefs on Product Choice," Journal of Consumer Studies, 24(3), 1-22. 

Bae, Sung Joo, Ayaka Oda, and Se-Bum Park (2013), "Problem-Solving Process with the Users: An Exploratory Case Study in the Early-Stage Game Company," Yonsei Business Review, 50(1), 49-84 (in English). 

Lee, Kiyoung, Sung Joo Bae, and Se-Bum Park (2013), "Creativity in Groups Based on Problem-Solving Perspective: An Empirical Study," East and West Studies, 25(2), 97-131. 

Park, Se-Bum, Soonhong Min, and Sunghye Shin (2012), "The Effect of Perceived Social Risk and Color Congruity on Consumer Choice of Product Colors," Journal of Commodity Science and Technology, 30(5), 75-86. 

Park, Se-Bum (2012), "The Effect of Metacognitive Difficulty on Consumer Judgments: The Moderating Role of Cognitive Resources," Asia Marketing Journal, 14(2), 23-37 (in English). 

Min, Soonhong, Se-Bum Park, Dong-Hee Kim, and Jung Ah Yoo (2012), "An Integrative Theoretical Model for Sustainable Management," Korean Journal of Logistics, 20(1), 45-71. 

Suh, Yeonhee, Moonkyu Lee, and Se-Bum Park (2010), "The Effect of the Company Information Source-Quick Response vs. the Neutral Information Source-Delayed Response Strategies to Brand Crisis on Purchase Intention: The Role of Brand Crisis Severity and Corporate Image," Yonsei Business Review, 47(1), 93-117 (corresponding author). 

Chang, Dae Ryun, Kwon Soo Lee, and Se-Bum Park (1996), “A Study on Inter-category Dynamics Using a Multi-attribute Model,” Yonsei Business Review, 33(2), 163-180. 


BOOKS

Chang, Dae Ryun, Don R. Chang, and Se-Bum Park (2015), Integrated Brand Communication, 1/e, BookNet (장대련, 장동련, 박세범 (2015), 통합 브랜드 커뮤니케이션, 제1판, 북넷).

Park, Se-Bum and Jong-Oh Park (2013), Consumer Behavior, 2/e, BookNet (박세범, 박종오 (2013), 소비자행동, 제2판, 북넷).

PROFESSIONAL ACTIVITIES AND AWARDS

Runner-up, Best Research Award, Yonsei Business Research Institute(연세경영연구 우수 논문상), 2018
Winner, KSCS Best Paper Award, Korean Society of Consumer Studies(소비자학회 소비자학연구 최우수 논문상), 2016
Reviewer, Journal of Consumer Psychology, 2014-present
Editorial Review Board, Asia Marketing Journal, 2012-2014
Editorial Review Board, Yonsei Business Review, 2010-2012
Advisory Committee, SK Marketing & Company, 2008 
Advisory Committee, Car Infotainment Forum, Hyundai-Kia Motor Company, 2007
Outstanding Research Award, KAIST Business School, 2005
Doctoral Fellowship, Kellogg School of Management, Northwestern University, 2000-2004
The Graduate School Scholarship, The Graduate School, Northwestern University, 2000-2004
3rd Place Winner, Soy-lutions, The Illinois Soybean Association, 1999 
The Illinois MBA Leadership Management Grant, University of Illinois, 1997-1999

Etc

UNIVERSITY SERVICES

Chair of Marketing at Yonsei School of Business, 2019-present
Director of Global Leadership Division, Global Leaders College, 2018-present
Chair of International Commerce, Global Leaders College, 2018-present
Associate Director, Yonsei Business Research Institute, 2017-2018
Member, Academic Faculty Senate, 2017-2019

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