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교수정보


HEE-KYUNG AHN  _ View Curriculum Vitae

Hee-Kyung Ahn is an Assistant Professor of Marketing at Hanyang University Business School. She received her Ph.D. in 
Marketing from Joseph L. Rotman School of Management, University of Toronto. Prior to joining academia, she worked in marketing at CJ Group, and participated in several consulting projects as a marketing consultant for various companies including Samsung 
Electronics, Samsung Group and the Korea National Housing Corporation. 

Her research is in the area of consumer judgment and decision making and its applications to consumer wellbeing, marketing and public policy. Within this area, her interests are diverse and she has focused on the following topics: 1) embodied cognition and 
consumer judgment and choice, 2) time perception and consumption experience, 3) the role of categorical attributes in consumer 
choice, and 4) pro-social behavior and public policy. Her work appears in leading marketing and psychology journals, including 
the Journal of Consumer Research, Journal of Consumer Psychology, and Psychological Science.

At Hanyang University Business School, she currently teaches courses on Marketing Management (Undergraduate/MBA level), 
Consumer Behavior (Undergraduate/MBA level), Seminar in Consumer Behavior (MS/PHD level), and Seminar in Behavioral 
Economics (MS/PHD level). 


EDUCATION

Ph.D., University of Toronto 
M. A., Sogang University
B. A., Sogang University


RESEARCH INTERESTS

•Consumer Judgment and Decision Making
•Embodied Cognition and Its Marketing Applications 
•Aesthetic/Sensory Cues in Judgment and Choice 
•Pro-Social Behavior and Public Policy
•Time Perception and Consumption Experience 
•The Role of Categorical Attributes in Consumer Choice

  
TEACHING INTERESTS

Marketing Management, Consumer Behavior, Marketing Communication, 
Judgment and Decision Making/Behavioral Economics


DISSERTATION 

The Effect of Temperature Primes on Impulsivity

Co-Chairs: Dilip Soman and Nina Mazar 
Committee: Scott Hawkins, Chen-Bo Zhong, and Avi Goldfarb


SELECTED PUBLICATIONS

Ahn, Hee-Kyung, Hae Joo Kim, and Pankaj Aggarwal (2014), “Helping Fellow Beings: Anthropomorphized Social Causes and the 
Role of Anticipatory Guilt,” Psychological Science, 25 (1), 224-229.

Soman, Dilip and Hee-Kyung Ahn (2011), “Mental Accounting and Individual Welfare,” in Perspectives on Framing, ed., 
Gideon Keren, Psychology Press-Taylor and Francis. 

Ha, Young-Won, Sehoon Park, and Hee-Kyung Ahn (2009), “The Influence of Categorical Attributes on Choice Context Effect,” 
Journal of Consumer Research, 36 (3), 463-477.

Ahn, Hee-Kyung, Maggie Wenjing Liu, and Dilip Soman (2009), “Memory Markers: How Consumers Recall the Duration of 
Experiences,” Journal of Consumer Psychology, 19 (3), 508-516.


SELECTED WORK IN PROGRESS (in descending order of completion) 

Ahn, Hee-Kyung and Nina Nazar, “Hot and Impulsive: A Metaphor Gone Literal” Manuscript under review at the Journal of Marketing Research

Ahn, Hee-Kyung, Maggie Wenjing Liu, and Dilip Soman, “The Memory Marker Model:
Retrospective Judgment on a Temporal Sequence of Events,” (Working paper available) 

Ahn, Hee-Kyung, Kelly K. Lee, and Dilip Soman, “Counting Up while Doing Tasks Makes You Feel More Difficult than Counting 
Down” (Working paper available)

Eunkyung Lee and Hee-Kyung Ahn, “The Effect of Money Priming on Consumers’ Choice” (Working paper available)

Ahn, Hee-Kyung and Kyeongheui Kim, “The Meanings of Emptiness: Embodied Cognition Based Account” (Four studies complete)

Eunice, K. Cho and Hee-Kyung Ahn, “Muscling Your Way to a Positive Future” (Four studies complete)

Ahn, Hee-Kyung and Young-Won Ha, “Impact of Subjective Grouping of Options on Choice in Context ” (Two studies complete, 
additional data collection in progress)


AWARDS, GRANTS, & HONORS

•The Best Article of the Year (2012) Award- Winner, Asia Marketing Journal, Korean Marketing Association, 2013
•Research Grant for Young Researchers, National Research Foundation of Korea, 2013-2014
•Research Grant for Young Researchers, National Research Foundation of Korea, 2012-2013
•Research Grant, Hanyang University, 2012-2013
•Research Grant for Newly Joined Professors, Hanyang University, 2010-2011
•AMA-Sheth Foundation Doctoral Consortium Fellow, 2009
•Graduate Student Endowment Fund, Rotman School of Management, 2007 
•Doctoral Fellowship, University of Toronto, 2005-present 
•The Best Article of the Year (2001) Award- Winner, Journal of Korean Marketing Association, Korean Marketing 
Association, 2002 
•Brain Korea (BK) 21, Research Fellowship, 2000-2002
 

CONFERENCE SYMPOSIUM SESSION CHAIR 

A symposium on “From Evaluation to Compliance: Anthropomorphism and the Role of Loneliness, Trust, Uncertainty and Guilt” the annual meeting of the Association for Consumer Research, Jacksonville, FL, October, 2010

A symposium on “Choices, Judgments, and Temperature: From Visceral States to Metaphors,” the annual meeting of the 
Association for Consumer Research, Pittsburgh, PA, October, 2009


CONFERENCE PROCEEDING PUBLICATIONS

Ahn, Hee Kyung, Hae Joo Kim, and Pankaj Aggarwal (2011), “Guilt Driven Compliance by Anthropomorphized Social Causes,” in a 
Special Session entitled “From Evaluation to Compliance: Anthropomorphism and the Role of Loneliness, Trust, Uncertainty and 
Guilt,” Advances in Consumer Research, Vol. 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: 
Association for Consumer Research.

Ahn, Hee-Kyung, Nina Mazar, and Dilip Soman (2010), “Being Hot or Being Cold: The Influence of  Temperature on Judgment and 
Choice,” in a Special Session entitled “Choices, Judgments, and Temperature: From Visceral States to Metaphors,” Advances in 
Consumer Research, Vol. 37, eds. Margaret C. Campbell, Jeff Inman and Rik Pieters, Duluth, MN: Association for Consumer 
Research.

Ha, Young-Won, Sehoon Park, and Hee-Kyung Ahn (2004), “When the Attraction Effect Disappears: The Differential Impact of 
Adding Common versus Unique Features on Consumer Choice,” extended abstract in Advances in Consumer Research, Vol. 31, 
eds. Barbara E. Kahn and Mary Frances Luce, Provo, UT: Association for Consumer Research, 37-38.


CONFERENCE PRESENTATIONS & INVITED TALKS

“Hot and Impulsive: A Metaphor Gone Literal,” Marketing Seminar speaker series, Sungkyunkwan University, Seoul, Korea, June, 
2014

“Hot and Impulsive: A Metaphor Gone Literal,” Marketing Seminar speaker series, Ulsan National Institute of Science and 
Technology (UNIST), Ulsan, Korea, June, 2014

“Hot and Impulsive: A Metaphor Gone Literal,” Marketing Seminar speaker series, Yonsei University, Seoul, Korea, March, 2014 

“The Effect of Money Priming on Consumers’ Choice,” with EunKyoung Lee and Myungwoo Nam, Paper presented at the annual 
meeting of the Association for Consumer Research, Chicago, IL, October, 2013

“Muscling Your Way to a Positive Future,” with Eunice Kim Cho, Paper presented at the annual meeting of the Society for 
Consumer Psychology, Las Vegas, NV, February, 2012

“Hot and Impulsive: A Metaphor Gone Literal,” with Nina Mazar, Paper presented at the annual meeting of the Society for 
Consumer Psychology, Las Vegas, NV, February, 2012 

“The Effect of Temperature Primes on Impulsivity,” Marketing Seminar speaker series, Korea University, Seoul, Korea, October, 
2010

“Guilt Driven Compliance by Anthropomorphized Social Causes,” with Hae Joo Kim and Pankaj Aggarwal, Paper presented at the 
annual meeting of the Association for Consumer Research, Jacksonville, FL, October, 2010

“Being Hot or Being Cold: The Influence of Temperature on Judgment and Choice,” Paper presented at the annual meeting of the 
Association for Consumer Research, Pittsburgh, PA, October, 2009

“Being Hot or Being Cold: The Influence of Temperature on Judgment and Choice,” Paper presented at the annual meeting of the 
Society for Judgment and Decision Making, Boston, MA, November, 2009 

“Being Hot or Being Cold: The Influence of Temperature on Judgment and Choice,” Poster presented at  the annual meeting of the Society for Personality and Social Psychology, Judgment and Decision Making Preconference, Tampa, FL, February, 2009

“The Role of Visual Attributes in Misprediction of Preference,” with Dilip Soman. Paper presented at the Behavioral Decision 
Research in Management Conference, San Diego, CA, April, 2008

“The Impact of Adding Unique Categorical Features on Choice: Implications for Context Effects,” with Young-Won Ha and 
Sehoon Park. Paper presented at the INFORMS Marketing Science Conference, Singapore, June, 2007

“People Do Not Know It Unless They Experience It: The Effects of Mental Imagery on Intertemporal Preference Reversal,” with 
Dilip Soman. Poster presented at the annual meeting of the Society for Judgment and Decision Making, Houston, TX, November, 
2006 

“Memory for Time: A Cognitive Model of Retrospective Duration and Sequence Judgments,” with Dilip Soman and 
Maggie Wenjing Liu. Paper presented at the Behavioral Decision Research in Management Conference, Santa Monica, CA, June, 
2006 

“Perception of Time and Intertemporal Choice,” with Maggie Wenjing Liu and Dilip Soman. Paper presented at the annual meeting 
of the Society for Judgment and Decision Making, Toronto, ON, November, 2005

“When the Attraction Effect Disappears: The Differential Impact of Adding Common versus Unique Features on Consumer Choice,” with Young-Won Ha and Sehoon Park. Paper presented at the annual meeting of the Association for Consumer Research, Toronto, ON, October, 2003


TEACHING 

Undergraduate Teaching (in English):

School of Business (2010-present)
•I teach the elective course, Consumer Behavior for the 3rd and 4th year undergraduate students. I also teach the 
introductory course Marketing Management for the 2nd, 3rd and 4th year undergraduate students. 
Graduate Teaching (in English/ Korean):

Hanyang University Business School, MBA 
•Marketing Management (2011-present)
•Consumer Behavior (2011-present)
Hanyang University Business School, MS and PHD
•Seminar in Consumer Behavior (2011-present)
•Seminar in Behavioral Economics (2014-present) 
(*Both seminars in Consumer Behavior and Behavioral Economics are hands-on applications oriented courses with a strong 
theoretical basis, while Core Marketing Course is a case-based course with strong managerial focus). 


PROFESSIONAL AFFILIATIONS

•Association for Consumer Research 
•Society for Judgment and Decision Making 
•Society for Consumer Psychology
•Korean Marketing Association
•Korea Advertising Society
•Korean Society for Consumer Studies

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