Ph.D. Candidate Business Administration

Department of Business Administration
Ph.D. Candidate, Marketing, University of Illinois at Urbana-Champaign
M.A., Quantitative Methods in Social Sciences, Columbia University, 2009
B.A., International Studies, Ewha Woman’s University, 2006

Research Interests

My research focuses on subjective feelings, sensorimotor experiences, and embodied cognition. I am also interested in the role of self in consumer behavior, persuasion, and brands.

Current Projects

One stream of my projects study the effects of sensorimotor experiences on consumer choice and persuasion. Specifically, we examine how and when the effect of sensorimotor resistance occurs and how the self is involved in the process. A related project examines how experiences of weight can influence intentions to work.

Another stream of projects focuses on self-construal. One looks at how embracing the brand can influence self-brand connection and how one construes their self affects it. Another project studies the effects of self-construal on perception of source similarity and source-message relatedness.