EWHA WOMANS UNIVERSITY | Undergraduate/Graduate | Professional Graduate School | The Graduate School of Business

Hyejeung Cho Professor

Division of Business Administration/HOKMA College of General Education/Department of Business Administration

Dr. Hyejeung Cho is a faculty member at the Business School of Ewha Womans University. Prior to joining Ewha in 2012, she served as an Assistant Professor at the College of Business, University of Texas at San Antonio. She earned her M.S. in Statistics from Stanford University and her Ph.D. in Business Administration (Marketing) from the University of Michigan, Ann Arbor. She teaches courses such as Marketing Management, Analysis of Consumer Behavior, Introduction to Business, and Seminar in Consumer Behavior. Her primary research area is consumer behavior, and she has published numerous research articles in domestic and international academic journals such as Journal of Consumer Psychology, Journal of Interactive Marketing, Journal of Research in Interactive Marketing, Asia Marketing Journal, Journal of Health Psychology, Food Quality and Preference, Korean Journal of Advertising, Korean Journal of Consumer and Advertising Psychology, Journal of Marketing Management, and Journal of Product Research. Her research topics include consumers’ metacognitive experiences and processing fluency, product naming, augmented reality marketing, mobile app marketing, sensory marketing, and food marketing.

Ewha-Shinsegae Building (Business) #431
02-3277-6719
Research Interests
- Marketing, Consumer Behavior

Research Record

[학술지논문] 업사이클드 식품에 대한 소비자 인식과 구매 행동에 관한 탐색적 연구: 한국 MZ세대 소비자를 중심으로 상품학연구, 2025, v.43 no.4 , 61-72
KCI
Warm for fun, cool for work: the effect of color temperature on users' attitudes and behaviors toward hedonic vs. utilitarian mobile apps JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2025, v.19 no.4, 694-711
SSCI Scopus dColl.
숫자-성별 연상과 제품 지각: 알파뉴메릭 브랜드명의 맥락에서 상품학연구, 2020, v.38 no.4, 167-176
KCI dColl.
Brand name fluency and perceptions of water purity and taste Food Quality and Preference, 2019, v.71, 21-24
SCIE Scopus dColl.
Exploring Consumers’ Alcoholic-Beverage Type-Specific Drinking Motives: The Case of Young Adult Females in South Korea 아시아마케팅저널, 2018, v.20 no.3, 39~62
KCI dColl.
광고 기억의 인출 맥락에서 시간 지연이 인출 용이성 효과에 미치는 영향 광고학연구, 2018, v.29 no.8, 91~112
KCI dColl.
맥주 소비자의 소비동기와 가치: 국산맥주, 수입맥주, 수제맥주에 대한 탐색적 비교 연구 상품학연구, 2018, v.36 no.5, 47~59
KCI dColl.
소비 수준에 따른 맥주 소비 동기의 비교 : 20대 여성 소비자를 중심으로 외식경영연구, 2018, v.21 no.5, 141~168
KCI dColl.
수단-목적 사슬 모델: 국내 연구의 고찰, 2001-2015 경영논총, 2016, v.34 no.1, 1~25
KCI후보 dColl.
한국 편의점 도시락 소비자의 가치구조: 수단-목적 이론의 적용 유라시아연구, 2016, v.13 no.3, 235~260
KCI dColl.
The malleable effect of name fluency on pharmaceutical drug perception Journal of Health Psychology, 2015, v.20 no.10, 1369-1374
SSCI Scopus dColl.
소비자의 커피전문점 인식에 대한 탐색적 연구: 프랜차이즈와 독립점포 커피전문점의 비교를 중심으로 유라시아연구, 2015, v.12 no.3, 61-88
KCI dColl.
시각적 접근과 노출 모델을 이용한 소비 공간 선호도에 대한 연구 마케팅관리연구, 2015, v.20 no.4, 65-91
KCI dColl.
자아 연속성과 자아 일치성 유형이 제품 선호에 미치는 영향: 웨어러블 디바이스를 중심으로 상품학연구, 2015, v.33 no.3, 13-25
KCI dColl.
The Role of Accessibility Experience When a Consumer Predicts Other Consumers’ Product Attitudes: The Interplay of Need-for-Cognition and Judgment Target Journal of The Korean Data Analysis Society, 2013, 제15권 6호, 2949-2963
KCI dColl.
The Role of Processing Fluency in Product Innovativeness Judgment 아시아마케팅저널, 2013, 제15권 3호, 31-52
KCI dColl.
The moderating effect of need for cognition on the informational role of accessibility experiences 한국심리학회지: 소비자·광고, 2013, 제14권 4호, 705-725
KCI dColl.
I Like Your Product When I Like My Photo: Misattribution Using Interactive Virtual Mirrors Journal of Interactive Marketing, 2012, v.26 no.4, 235-243
SSCI Scopus dColl.
[학술지논문] I like those glasses on you, but not in the mirror: Fluency, preference, and virtual mirrors JOURNAL OF CONSUMER PSYCHOLOGY, 2010, v.20 no.0 , 471-475
SCI
[학술지논문] Of great art and untalented artists: Effort information and the flexible construction of judgmental heuristics JOURNAL OF CONSUMER PSYCHOLOGY, 2008, v.18 no.3 , 205-211
SCI
[저역서] Images and Preferences: A Feelings-As-Information Analysis. In Wedel & Pieters (eds.), Visual Marketing: From Attention to Action Psychology Press, 2007, 259-276

2025-2nd
- Marketing Management
  - Subject No 22240Class No 04
  - 2Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE204) , Wed 4~4 (SHINSEGAE204)
  - Major Requisite
- Introduction to Business
  - Subject No B10027Class No 01
  - Year ( 1.5Credit , 1.5Hour)
  - Fall1
2025-1st
- Analysis of Consumer Behavior
  - Subject No 22245Class No 01
  - 4Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE209) , Wed 4~4 (SHINSEGAE209)
- Analysis of Consumer Behavior
  - Subject No 22245Class No 02
  - 4Year ( 3Credit , 3Hour) Mon 6~6 (SHINSEGAE209) , Wed 5~5 (SHINSEGAE209)
- Marketing Seminar
  - Subject No G12825Class No 01
  - Year ( 3Credit , 3Hour) Thu 5~6 (SHINSEGAE-303)
- Problem formulationⅠ: Marketing
  - Subject No BD0002Class No 01
  - Year ( 1.5Credit , 1.5Hour) Sat 4~6 (SHINSEGAE-606)
  - Spring
2024-2nd
- Marketing Management
  - Subject No 22240Class No 04
  - 2Year ( 3Credit , 3Hour) Mon 6~6 (SHINSEGAE211) , Wed 5~5 (SHINSEGAE211)
  - Major Requisite
- Seminar in Consumer Behavior
  - Subject No G12975Class No 01
  - Year ( 3Credit , 3Hour) Mon 8~9 (SHINSEGAE-209)
- Introduction to Business
  - Subject No B10027Class No 01
  - Year ( 1.5Credit , 1.5Hour)
  - Fall1
2024-1st
- Analysis of Consumer Behavior
  - Subject No 22245Class No 01
  - 4Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE209) , Wed 4~4 (SHINSEGAE209)
- Analysis of Consumer Behavior
  - Subject No 22245Class No 03
  - 4Year ( 3Credit , 3Hour) Mon 6~6 (SHINSEGAE209) , Wed 5~5 (SHINSEGAE209)
- Consumer Behavior
  - Subject No B32009Class No 01
  - Year ( 3Credit , 3Hour) Wed 8~9 (SHINSEGAE-606)
  - Spring
2023-2nd
- Marketing Management
  - Subject No 22240Class No 04
  - 2Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE209) , Wed 4~4 (SHINSEGAE209)
  - Major Requisite
- Seminar in Consumer Behavior
  - Subject No G12975Class No 01
  - Year ( 3Credit , 3Hour) Wed 6~7 (SHINSEGAE212)
- Introduction to Business
  - Subject No B10027Class No 01
  - Year ( 1.5Credit , 1.5Hour)
  - Fall1
2023-1st
- Analysis of Consumer Behavior
  - Subject No 22245Class No 01
  - 4Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE611) , Wed 4~4 (SHINSEGAE611)
- Consumer Behavior
  - Subject No B32009Class No 01
  - Year ( 3Credit , 3Hour) Mon 8~9 (SHINSEGAE-212)
  - SpringClassroom Changed
- Basics of Research Method and Problem Formulation 강의 계획서 상세보기
  - Subject No BD0001Class No 01
  - Year ( 3Credit , 3Hour) Sat 4~6 (SHINSEGAE-606)
  - Spring
2022-2nd
- Marketing Management
  - Subject No 22240Class No 04
  - 2Year ( 3Credit , 3Hour) Mon 5~5 (SHINSEGAE204) , Wed 4~4 (SHINSEGAE204)
  - Major Requisite
- Seminar in Consumer Behavior
  - Subject No G12975Class No 01
  - Year ( 3Credit , 3Hour) Mon 7~7 (SHINSEGAE212) , Wed 6~6 (SHINSEGAE212)
- Problem formulationⅠ: Marketing 강의 계획서 상세보기
  - Subject No BD0002Class No 01
  - Year ( 1.5Credit , 1.5Hour) Sat 4~6 (SHINSEGAE-606)
  - Fall
2022-1st
- Analysis of Consumer Behavior
  - Subject No 22245Class No 01
  - 4Year ( 3Credit , 3Hour) Mon 5~5 , Wed 4~4
- Consumer Behavior
  - Subject No B32009Class No 01
  - Year ( 3Credit , 3Hour) Mon 8~9 (-)
  - Spring

Academic Background

University of Michigan Ph.D.(Business Admin.)

Stanford University M.S.(Statistics)

Seoul Nat'l Univ. 경영학사(경영학)

List

The Graduate School of Business

Hyejeung Cho Professor

Research Record

Courses

Academic Background