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    Ph.D. Northwestern University
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  • À̸ÞÀÏ   seapark@yonsei.ac.kr

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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

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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

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

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

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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, Miju and Se-Bum Park* (2024), "The Effect of Time Frame and Spatial Distance on Consumer Intention to Purchase a Near-Expiry Product: Focusing on the Expiration Date and Country of Origin," Journal of Consumer Studies, 35(5), 91-110 (in Korean). 

Ahn, Dongkyun and Se-Bum Park* (2024), "The Impact of Ambiguous Food Color Naming on Consumer Evaluation Across Different Times of Consumption," Korean Journal of Franchise Management, 15(3), 17-25 (in Korean).

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 Psychology14:1141319, 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. 

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).

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. 

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 (Àå´ë·Ã, À嵿·Ã, ¹Ú¼¼¹ü (2015), ÅëÇÕ ºê·£µå Ä¿¹Â´ÏÄÉÀ̼Ç, Á¦1ÆÇ, ºÏ³Ý).

Park, Se-Bum and Jong-Oh Park (2013), Consumer Behavior, 2/e, BookNet (¹Ú¼¼¹ü, ¹ÚÁ¾¿À (2013), ¼ÒºñÀÚÇൿ, Á¦2ÆÇ, ºÏ³Ý).

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AWARDS & HONORS

Psychology & Marketing Award at 2023 Global Marketing Conference at Seoul, Psychology & Marketing, 2023
Best Paper Award, Korean Marketing Management Association(Çѱ¹¸¶ÄÉÆðü¸®ÇÐȸ Ãß°èÅëÇÕÇмú´ëȸ ÃÖ¿ì¼ö ³í¹®»ó), 2020
Best Research Award, Yonsei Business Research Institute(¿¬¼¼°æ¿µ¿¬±¸ ¿ì¼ö ³í¹®»ó), 2018
Best Paper Award, Korean Society of Consumer Studies(¼ÒºñÀÚÇÐȸ ¼ÒºñÀÚÇבּ¸ ÃÖ¿ì¼ö ³í¹®»ó), 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

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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.

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