Yonsei School of Business

EDUCATION

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

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

Consumer Behavior,  Consumer Information Processing and Judgments, Customer-Centric Marketing

RESEARCH INTERESTS

Metacognition & Metacognitive Experiences
Consumer Information Processing
Consumer Psychology of Food Consumption
Consumer Psychology of New Product Adoption

SELECTED PUBLICATION

SSCI, SCOPUS, & KCI JOURNAL PUBLICATIONS (*corresponding author(s))

Metacognition & Metacognitive Experiences
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.

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.

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. 

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).

Consumer Information Processing
Ahn, Dongkyun and Se-Bum Park* (2024), "Exploring Promotion Duration Congruence for Best-Seller vs. Limited Edition Products," Korean Journal of Franchise Management, 15(1), 1-10 (in Korean).

Jeong, Nan-Hee and Se-Bum Park* (2024), "The Effect of Unfamiliarity on Perceived Control and Time Perception," Korean Journal of Marketing Studies," 32(1), 75-89.
 
Chen, Yu Hsuan, Se-Bum Park*, and Nan-Hee Jeong (2024), "The Influence of Social Distance on the Gift Preferences of Gift-Givers and Recipients in the U.S.," Korean Management Consulting Review, 24(1), 55-65.

Jeong, Nan-Hee and Se-Bum Park* (2023), "Consumers' Online Social Exclusion Experience on Conformity Consumption," Services Marketing Journal, 16(2), 91-104.

Lee, Junsik, Nan-Hee Jeong, Ji-Chan Yun, Do-Hyung Park*, and Se-Bum Park (2023), "Exploring Mask Appeal: Vertical vs. Horizontal Fold Flat Masks Using Eye-Tracking," Journal of Intelligent and Information Systems, 29(4), 271-286.

Jeong, Nan-Hee,  Junsik Lee, Ji-Chan Yun, Do-Hyung Park*, and Se-Bum Park* (2023), "Does Wearing Facial Masks Increase Perceived Facial Attractiveness? An Eye-Tracking Experiment," Frontiers in Psychology, 14:1141319, doi: 10.3389/fpsyg.2023.1141319.

Ahn, Dongkyun and Se-Bum Park* (2022), "Would It Be Better to Offer More Free Gifts in a Gift with Purchase Promotion? Focusing on Promotion Message Framing and the Dual Role of the Number of Free Gifts," Korean Journal of Marketing, 37(November), 75-94 (in Korean).

Choi, Yun Seob, Dongkyun Ahn, and Se-Bum Park* (2022), "The Effect of Consumers’ Product Knowledge on their Preferences for Consumption Mode: The Moderating Role of Power," Korean Journal of Marketing, 37(February), 21-40 (in Korean).

Kang, Shinhae, Nan-Hee Jeong, and Se-Bum Park* (2021), "The Effect of Subscription Type, Subscription Period, and Payment Mode on Subscription Cancellation Intention," Journal of Consumer Studies, 32(3), 1-25 (in Korean).

Jeong, Nan-Hee, Dongkyun Ahn, and Se-Bum Park* (2021), "The Effect of YOLO Disposition on Consumer Impulsivity and Self-Control," Journal of Consumer Studies, 32(1), 1-24 (in Korean).

Kang, Ji Min, Nan-Hee Jeong, and Se-Bum Park* (2021), "How Does Congruence between Self-Construal and Recommendation Message Affect Product Evaluation?: The Moderating Role of Product Conspicuousness," Journal of Channel and Retailing, 26(1), 71-93 (in Korean).

Jeong, Nan-Hee and Se-Bum Park* (2020), "When Mindsets Coincide with Situational Traits: The Effect of Congruence between a Mindset and a Situational Trait of Competition versus Cooperation on Goal Attainment,"  Journal of Consumer Studies, 31(6), 33-55 (in Korean).

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 (in Korean).

Lee, 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.

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 (in Korean).

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 (in Korean).

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," Korean Journal of Marketing, 33(February), 65-80.

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 (YBRI best paper award, in Korean).

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.

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.

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 (KSCS best paper award, in Korean).

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. 

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. 

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 (in Korean).

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 (in Korean). 

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 (in Korean). 

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. 

Consumer Psychology of Food Consumption
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.

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. 

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. 

Consumer Psychology of New Product Adoption
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.

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 (in Korean).

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. 

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 (in Korean). 

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.

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 (in Korean). 

Other Topics
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.

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 (in Korean). 


DISSERTATION & TEXTBOOKS

Park, Se-Bum (2004), Essays on Retrieval Ease- versus Content-based Judgments, (Publication No. 3156632) [Doctoral Dissertation, Northwestern University], ProQuest Dissertations and Theses Global (Dissertation Chair: Alice Tybout, Committee: Brian Sternthal, Dawn Iacobucci, Jeffrey Sherman, Brian Wansink).

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

AWARDS & HONORS

Psychology & Marketing Award at 2023 Global Marketing Conference at Seoul, Psychology & Marketing, 2023
Best Paper Award, Korean Marketing Management Association, 2020
Best Research Award, Yonsei Business Research Institute, 2018
Best Paper Award, Korean Society of Consumer Studies, 2016
Reviewer, Journal of Consumer Psychology, 2014-2015
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 Full 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, Yonsei School of Business, 2019-2021
Associate Dean, Sangnam Institute of Management, 2020-2021
Director of Global Leadership Division, Global Leaders College, 2018-2020
Chair of International Commerce, Global Leadership Division, Global Leaders College, 2018-2020
Associate Director, Yonsei Business Research Institute, 2017-2019
Member, Academic Faculty Senate, 2017-2019, 2024-2025