HYOJIN LEE EDUCATION PROFESSIONAL EXPERIENCE RESEARCH INTERESTS. PUBLICATIONS (see Appendix for abstracts)

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1 HYOJIN LEE August 20, 2015 Fisher College of Business, The Ohio State University 530A Fisher Hall, 2100 Neil Ave, Columbus, OH Cell: (614) , Website: EDUCATION Ph.D., Marketing (Minor: Social Psychology), The Ohio State University Expected 2016 M.S., Marketing, Seoul National University 2011 B.S., Business Administration (Cum Laude), Seoul National University 2006 PROFESSIONAL EXPERIENCE Samsung Electronics, global sales & marketing team RESEARCH INTERESTS Visual Perception, Sensory Experience, Art and Aesthetics Psychological Distance, Prospection, Cognition and Judgment PUBLICATIONS (see Appendix for abstracts) Lee, Hyojin, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2014), Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level, Journal of Consumer Research, 41 (December), Selected Media Coverage: Chicago Tribune, Science Daily, Deccan Chronicle, Psys.Org, etc. - Winner of Edward F. Hayes Graduate Research Symposium, The Ohio State University, 2014 (Dissertation Essay 1) Yi, Youjae, Taeshik Gong, and Hyojin Lee (2013), The Impact of Other Customers on Customer Citizenship Behavior, Psychology & Marketing, 30 (April), PAPERS UNDER REVIEW & WORKING PAPER (see Appendix for abstracts) Deng, Xiaoyan, Barbara E. Kahn, Rao Unnava, and Hyojin Lee, A Wide Variety: Effects of Horizontal versus Vertical Display on Assortment Processing, Perceived Variety, and Choice - Status: conditionally accepted at Journal of Marketing Research Lee, Hyojin, Kentaro Fujita, Xiaoyan Deng, and H. Rao Unnava, On Visualizing Distant and Near Future Events in Black-and-White versus Color - Status: invited for 2 nd round review at Journal of Consumer Research (Dissertation Essay 2) Deng, Xiaoyan, Rao Unnava, and Hyojin Lee, Effect of Close-to-Real Online Sampling Experiences on Consumption Intention: The Role of Satiation - Status: preparing for submission to Journal of Consumer Research

2 DISSERTATION Title: On Black-and-White vs. Color Imagery Co-Chairs: Xiaoyan Deng and H. Rao Unnava Committee Member: Kentaro Fujita (Department of Psychology) Advances in technology and digitalization in the 21 st century has made color dominant to black-and-white in the marketing world. My research questions, however, the assumption that color media is always superior to Black-and-White (BW) media in communications. Essay 1 of my dissertation explores how BW vs. color media influences consumers information processing. Essays 2 and 3 examine consumer s use of BW vs. color imagery in their visual representations of the future. Together, these three essays jointly suggest that BW media sometimes can function more effectively than color media in marketing communications. Essay 1: Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level (Journal of Consumer Research, 2014) Marketing communications (e.g., advertising, packaging) can be either colorful or BW. My first essay investigates how the presence or absence of color in media can change consumers information processing and affect product evaluations and choices. In six experiments, I show that people exposed to BW (vs. color) pictures and videos are more likely to engage in high-level (vs. low-level) construal, place greater weight on primary (vs. secondary) product features, and prefer an option that excels on those features. In particular, the result from one study raises an alarm to consumers by demonstrating that they sometimes pay more money for product features that are unnecessary or irrelevant to their needs when the product is presented in color (vs. BW). To marketers, this research suggests that they may consider using BW (vs. color) media to draw attention to the superior primary (vs. secondary) features of a product. Essay 2: On Visualizing Distant and Near Future Events in Black-and-White versus Color (invited for revision, Journal of Consumer Research) Consumers frequently make purchase decisions about products to be consumed or experienced some time in the future. My second essay examines how people visualize the future and suggests new methods to make advertising appeals for products to be consumed in either distant or near future more effective. In a series of experiments, I find that people are more likely to visually represent distant (vs. near) future events in BW (vs. color). Given this tendency, I further argue and demonstrate that persuasive appeals about distant (vs. near) future events are more effective when accompanied by BW (vs. color) images. This finding suggests marketers should use BW (vs. color) in visual appeals when attempting to change attitudes about temporally distant (vs. near) future events. Critically, this research provides new insight into what consumers representations of the future looks like in the mind s eye a question largely unaddressed in current marketing and psychology literature on future-directed thinking. Essay 3: Neurological Evidence for an Interrelation between Imagery, Psychological Distance, and Construal (Manuscript in preparation) The results of the second essay suggests a fundamental relationship between BW vs. color visual representation, psychological distance vs. proximity, and high-level vs. low-level construal. To the extent that these concepts are fundamentally related, we might expect that they all engage the same cognitive processes. In collaboration with neuroscientists, I critically test this by examining the neural networks activated when engaging in BW imagery, imagining distant future events, and engaging in high-level construal. Analysis of this fmri data indicates that all three types of processing activate the same underlying neural networks. Contributions: In my dissertation, I investigate the interplay between visual perception (BW vs. color) and cognition (high vs. low-level construal), thereby combining and expanding knowledge from both visual perception and construal level theory literatures. This work is the first to link the color of imagery with construal level and psychological distance, highlighting the subjective experience of these psychological mindsets. To marketers, my research sheds light on the need to carefully consider whether to use BW vs. color in designing their advertising appeals.

3 SELECTED RESEARCH IN PROGRESS (authors in alphabetic orders) Neurological Evidence for an Interrelation between Imagery, Psychological Distance, and Construal with William A Cunningham, Xiaoyan Deng, Kentaro Fujita, Paul Stillman, H. Rao Unnava, manuscript in preparation (Dissertation Essay 3) Release Date Rumors: The Effect of Color on Launch Date Estimation with Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava, data collection in progress The Influence of Black-and-White vs. Color Presentation on Self-Control Decisions with Jessica Carnevale, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava, data collection in progress More for Me within P2P: How Product Sharing Influences Consumption for Oneself with Chris Summers, data collection in progress INVITED AND CONFERENCE PRESENTATIONS (* denotes presenter) 2015 Lee, Hyojin*, The Interrelation between Color, Construal, and Temporal Distance in Consumer Behavior, Dissertation Papers presented at The Group for Attitudes and Persuasion (GAP), Department of Psychology, The Ohio State University, Columbus, OH Summers, Christoper A.* and Hyojin Lee*, More for Me within P2P: The Impact of a Sharing Mindset on Consumption Estimates, Poster present at the Society for Consumer Psychology, Phoenix, AZ 2014 Lee, Hyojin*, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava, Colorful or Black-and-White? The Role of Temporal Distance on How You See the Future, Paper presented at the Association for Consumer Research, Baltimore, MD Lee, Hyojin*, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava, Colorful or Black-and-White? The Role of Temporal Distance on How You See the Future, Paper presented at the Society for Consumer Psychology, Miami, FL Lee, Hyojin*, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level, Paper presented at Edward F. Hayes Graduate Research, The Ohio State University, Columbus, OH 2013 Lee, Hyojin*, Xiaoyan Deng, and H. Rao Unnava, The Effects of Color vs. Black-and-White on Information Processing, Paper presented at the Association for Consumer Research, Chicago, IL Lee, Hyojin*, Xiaoyan Deng, and H. Rao Unnava, The Effect of Color vs. Black-and-White on Information Processing, Paper presented at Haring Symposium, Indiana University, Bloomington, IN 2012 Lee, Hyojin*, Xiaoyan Deng, and Rao Unnava, Monotonous Forest and Colorful Trees, Poster presented at the Association for Consumer Research, Vancouver, BC, Canada 2010 Yi, Youjae and Hyojin Lee*, The Role of Perceived Enjoyment and Usefulness in Customer Behavior Intention: Investigating the Moderating Role of Regulatory Focus, Paper presented at the Korean Society of Consumer Studies Fall Conference, Seoul, Korea Yi, Youjae, Taeshik Gong*, and Hyojin Lee*, Scratch My Back and I Will Scratch Yours: The Impact of Other Customers on Customer Citizenship Behavior, Paper presented at the 19 th Annual Frontiers in Service Conference, Kalstad, Sweden 2009 Yi, Youjae, Taeshik Gong, and Hyojin Lee*, The Influence of Other Customers on Customer Citizenship Behavior: the Role of Informational and Normative Influence, Paper presented at the Korean Marketing Association Annual Meeting, Yong Pyung, Korea

4 TEACHING INTERESTS Consumer Behavior, Marketing Communication, Introduction to Marketing, Marketing Research, B2B Marketing TEACHING EXPERIENCES Instructor, Fisher College of Business, The Ohio State University - Consumer Behavior (BUSML 4201), Undergraduate course, Summer 2013 Overall Rating: 4.9/5.0 Guest Lecturer, Fisher College of Business, The Ohio State University - Consumer Behavior (Instructor: H. Rao Unnava), Full-time MBA course, Spring 2015 Topic: Consumer Information Processing & Decision Making Teaching Assistant, College of Business Administration, Seoul National University - Advertising Management (Instructor: Youjae Yi), Undergraduate course, Fall Service Marketing (Instructor: Youjae Yi), Graduate course, Spring 2009 RELEVANT MARKETING EXPERIENCES Samsung Electronics - B2B Marketing & Communications, Marketing Department, Seoul National University (SNU) - Brand Renewal Consulting Project for TEPS (Test of English Proficiency developed by SNU), Service Quality Consulting Project for LOTTE Department Store (ranked first in sales in Korea), 2009 SERVICE - Trainee Reviewer, Journal of Consumer Research, 2014 present - Conference Reviewer, Association for Consumer Research Conference, Conference Reviewer, Society for Consumer Psychology Conference, 2014, 2015 AFFLIATIONS - American Marketing Association - Association for Consumer Research - Society for Consumer Psychology HONORS AND AWARDS - AMA Sheth Foundation Doctoral Consortium Fellow, Northwestern University, st Place Winner, Edward F. Hayes Graduate Research Symposium, The Ohio State University, Bartels Marketing Ph.D. Fellowship ($3,834.55), Robert Mittelstaedt Doctoral Symposium Fellow, University of Nebraska, Haring Symposium Fellow, Indiana University, Recipient, Scholarship for Teaching Assistantship, Seoul National University, Recipient, Scholarship for Academic Excellence, Seoul National University, Selected Exchange Student, Seoul National University, LG Marketing Promotion Competition Award, 2004

5 RELEVANT COURSEWORK (* courses taken at SNU) Marketing - Consumer Behavior Rebecca W. Reczek - Judgment and Decision Making Patricia West - Memory and Information Processing H. Rao Unnava - Behavioral Decision Theory Patricia West - Quantitative Marketing Models Greg Allenby - Bayesian Statistics and Marketing Greg Allenby Psychology - Advanced Social Psychology Russell Fazio - Social Motivation Lisa Libby - Attitudes and Persuasion Duane Wegener - Social Cognition Russell Fazio - Social Psychology* Incheol Choi Methods - Statistics in Psychology Robert Cudeck - Correlational Analysis Michael Edwards - Covariate Structure Models Robert Cudeck - Advanced Psychological Statistics* Cheongtag Kim - Multivariate Analysis * Cheongtag Kim - Marketing Research* Myungsoo Kang REFERENCES Xiaoyan Deng Assistant Professor of Marketing Fisher College of Business The Ohio State University deng.84@osu.edu Office: H. Rao Unnava W. Arthur Cullman Professor of Marketing Senior Associate Dean for Students and Programs Fisher College of Business The Ohio State University unnava.1@osu.edu Office: Kentaro Fujita Associate Professor of Psychology Department of Psychology The Ohio State University fujita.5@osu.edu Office:

6 APPENDIX (Selected Research Abstracts) Lee, Hyojin, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2014), Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level, Journal of Consumer Research, 41 (December), Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis that black-andwhite (BW) versus color imagery is cognitively associated with high-level versus low-level construal, respectively. Experiment 1 establishes this association via an Implicit Association Test. On the basis of this association, experiments 2 and 3 show that BW (vs. color) imagery promotes high-level (vs. low-level) construal, leading to sorting objects on the basis of high-level (vs. low-level) features, segmenting behaviors into broader (vs. narrower) units, and interpreting actions as ends (vs. means). Extending this effect into consumer decision making, experiments 4 and 5 further show that consumers presented with BW (vs. color) product pictures weight primary and essential (vs. secondary and superficial) product features more and prefer an option that excels on those features. Yi, Youjae, Taeshik Gong, and Hyojin Lee (2013), The Impact of Other Customers on Customer Citizenship Behavior, Psychology & Marketing, 30 (April), Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of focal customers is shaped by citizenship behavior of other customers. This study also examines how informational influence in the form of other-customer credibility and normative influence in the form of customer social identity moderate this relationship. Using qualitative and quantitative data, this study shows that other-customer citizenship behavior drives focal customer citizenship behavior. This link is also moderated by informational influence (other-customer credibility) and normative influence (social identity). From a theoretical standpoint, the findings provide preliminary evidence that other-customer focus is critical to an understanding of customer citizenship behavior. This study also identifies the boundary conditions for these relationships. From a practical standpoint, the findings suggest that managers need to identify and pay attention to customers who exhibit citizenship behavior so that customer citizenship behavior is reciprocated and extended to other customers in the service encounter. Deng, Xiaoyan, Barbara E. Kahn, Rao Unnava, and Hyojin Lee, A Wide Variety: Effects of Horizontal versus Vertical Display on Assortment Processing, Perceived Variety, and Choice (conditionally accepted at Journal of Marketing Research) We investigate how horizontal versus vertical displays of alternatives affect assortment processing, perceived variety, and subsequent choice. Horizontal (vs. vertical) displays are easier to process due to a match between the human binocular vision field (which is horizontal in direction) and the dominant direction of eye movements required for processing horizontal displays. This ease of processing allows people to browse information more efficiently, which increases perceived assortment variety, and ultimately leads to more variety being chosen, and if the number of options chosen is allowed to vary, more options chosen. Since people see more variety in a horizontal (vs. vertical) display, they process the assortment more extensively, find the choice task to be easier, and have a higher level of satisfaction and confidence about their choices. Two field studies, an eye-tracking study, and two lab studies support these conclusions.

7 Lee, Hyojin, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava, On Visualizing Distant and Near Future Events in Black-and-White versus Color (invited for revision at Journal of Consumer Research, Dissertation Essay 2) This research investigates the effect of temporal distance on how consumers see the future through their mind s eye. Drawing from construal level and visual perception theories, we propose shape (vs. color) is a high-level (vs. low-level) visual feature. As construal of the distant (vs. near) future generally focuses on high-level (vs. low-level) features, when consumers visualize the distant (vs. near) future, they should increasingly engage in processing that captures shape (vs. color): namely, black-and-white (vs. color) imagery. Experiment 1 establishes that shape (vs. color) is a high-level (vs. low-level) visual feature. Using image matching, image re-construction, and behavioral response time measures, respectively, Experiments 2, 3, and 4 test and find that participants visualize the distant (vs. near) future relatively more in black-and-white (vs. color). Experiment 5 establishes the underlying mechanism, showing that experimentally directing attention to high-level vs. low-level features directly promotes black-and-white vs. color visualizations. Experiment 6 applies these findings to visual communications, suggesting that marketing messages about distant (vs. near) future events lead to greater persuasion when presented alongside black-and-white (vs. color) images. We conclude by discussing the implications of this work for construal level theory, prospection, consumer decision making, and advertising. Deng, Xiaoyan, Rao Unnava, and Hyojin Lee, Effect of Close-to-Real Online Sampling Experiences on Consumption Intention: The Role of Satiation (preparing for submission to Journal of Consumer Research) Recent advances in web technologies enable marketers to design websites which mimic experiential consumption (e.g., museum visit, leisure travel) very closely. While the motivation to design such websites is to attract people to consume the experiences in real life, this research investigates and finds that an interactive and vivid web experience, as a sample of the real experience, may satiate people and dissuade them from future consumption of the product, compared to a static, less vivid website (Study 1). The mediating role of satiation is supported in various studies. Study 2 shows that close-to-real sampling experiences only lower the self-consumption intention, but not the intention of recommending the experience to others. Study 3 suggests that because one s enduring involvement with the promoted experience influences the level of satiation resulting from sampling, it also affects consumption intention and this effect is mediated by satiation. Study 4 indicates that for experiences (e.g., leisure travel) that are hard to mimic online, interactive and vivid online sampling experiences neither induce satiation nor lower future consumption intentions. Lee, Hyojin, Paul Stillman, Xiaoyan Deng, H. Rao Unnava, William A. Cunningham, and Kentaro Fujita, Neurological Evidence for an Interrelation between Imagery, Psychological Distance, and Construal (manuscript in preparation, Dissertation Essay 3) Previous work has demonstrated that temporal distance (and corresponding high-level construal) leads people to engage in black-and-white imagery. In the present paper, we provide the first neurological evidence that black-and-white (BW) vs. color visual representation, psychological distance vs. proximity, and high-level vs. low-level construal are fundamentally related. While undergoing fmri, participants completed tasks that manipulated the color of mental imagery, psychological distance, and level of construal. Using both traditional univariate analyses and multi-voxel pattern analysis, we demonstrate that the same underlying neural networks activate when engaging in BW imagery, imagining distant future events, and engaging in high-level construal. These results suggest that BW (vs. color) imagery may be visual medium that promotes transcendence and the consideration of remote content more broadly.