June 2016 JOOWON PARK Samuel Curtis Johnson Graduate School of Management 201 Sage Hall Ithaca, NY 14853 Email: jp793@cornell.edu Tel: +1-607-793-3951 EDUCATION, Samuel Curtis Johnson Graduate School of Management Ph.D.,, May 2017 (expected) Korea Advanced Institute of Science and Technology B.A., summa cum laude, Information Technology Business, 2010 AWARDS AND HONORS AMA-Sheth Foundation Doctoral Consortium Fellow, 2014 Graduate School Travel Grant, 2011, 2012, 2013, 2014 RESEARCH INTERESTS Arousal, Affective Experience, Goal Pursuit, Consumer Behavior PUBLICATIONS AND MANUSCRIPTS UNDER REVIEW Park, Joowon and Manoj Thomas, Scope Neglect in Behavior Evaluations: The Role of Visceral Reactions, submitted for review at Journal of Consumer Research (Job Market Paper). Thomas, Manoj and Joowon Park (2014), The Precision Effect: How Numerical Precision Influences Everyday Judgments, in Neuroeconomics, Judgment, and Decision Making, eds. Evan A. Wilhelms and Valerie F. Reyna, Psychology Press. Publications from my undergraduate study Moon, Junghoon, Joowon Park, Gu Hyun Jung, and Young Chan Choe (2010), The Impact of IT Use on Migration Intention in Rural Communities, Technological Forecasting and Social Change, 77 (8), 1401-11.
Choe, Young Chan, Joowon Park, Miri Chung, and Junghoon Moon (2009), Effect of the Food Traceability System for Building Trust: Price Premium and Buying Behavior, Information Systems Frontiers, 11 (2), 167-79. Park, Joowon, Sooran Jo, and Junghoon Moon (2009), "Towards Understanding a Successful Adoption of Blog-based Knowledge Management Systems: A Sociopsychological Approach," in Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends, eds. Tatyana Dumova and Richard Fiordo, IGI Global. 486-95. WORKING PAPER/ RESEARCH IN PROGRESS Park, Joowon, Manoj Thomas, and Thomas Gilovich Spectator Brand Preferences during Sports Contests: An Arousal Regulation Account, manuscript under preparation. Electrodermal Responses to Cash & Card Payments: The Somatic Marker Hypothesis, with Manoj Thomas and Clarence Lee, manuscript under preparation. Attribute Coherence Effect: When Attribute Coherence Matters More than Attribute Rating, with Manoj Thomas, manuscript under preparation. The Effect of Goal Progress on Motivation, with Stijn van Osselaer, two studies completed. When does having more makes you want more?, with Manoj Thomas, one study completed. DISSERTATION RESEARCH How Arousal Influences Consumer Behavior Dissertation Committee: Manoj Thomas (Chair), Stijn van Osselaer, and Thomas Gilovich Essay 1: Scope Neglect in Behavior Evaluations: The Role of Visceral Reactions (submitted for review at Journal of Consumer Research) Abstract: Evaluations of regrettable behaviors entail two distinct evaluations: affective reaction to the object of the behavior ( how bad do I feel about it ) and evaluation of the scope of the behavior ( to what extent or how often did I engage in the behavior ). People usually ignore the scope of the behavior while evaluating behaviors and consider only the object of the behavior. For example, while evaluating unhealthy consumption behaviors, they consider the unhealthiness of the food item but ignore the number of servings consumed. This scope neglect in behavior evaluations happens because object evaluations tend to be more visceral than scope evaluations. Spontaneous visceral reaction to the object increases the perceived diagnosticity of object
evaluation, causing people to neglect scope evaluation when they evaluate regrettable behaviors. Results from four experiments, including a skin conductance study, support this account. Essay 2: Spectator Brand Preferences during Sports Contests: An Arousal Regulation Account (manuscript under preparation) Abstract: Arousal caused by sports contest can influence people s preference for hedonic brands. People who have a dispositional tendency to engage in arousal-inducing activities tend to prefer hedonic brands over utilitarian brands. However, such tendency is mitigated when people experience negative arousal in a sports contest. The results suggest that the attentional orientation to arousal plays an important role in preference formation. Essay 3: Does Higher Velocity of Goal Pursuit Always Decrease Effort? An Arousal- Attention Account Abstract: Prior research suggests that when people perceive the velocity of their goal pursuit to be higher than expected, they coast and exert less effort. The current research challenges this view and suggests that the effect of higher velocity of goal pursuit on the exertion of effort is contingent on the experienced level of arousal. By focusing on the attention-narrowing effect of arousal, we posit that multiple goals are salient in a state of low arousal--where attentional scope is broad--whereas only the focal goal is salient in a state of high arousal--where attentional scope is narrow. We hypothesize that when arousal is low and other goals that also need to be pursued are salient, making fast progress on the focal goal can lead a person to attend less to the focal goal and attend more on the other goals. However, this effect will be mitigated when arousal is high, because the other goals are not salient enough to distract the attention away from the pursuit of the focal goal. CONFERENCE PRESENTATIONS The Regret Mitigation Effect of Reflective Thinking: Towards a Better Understanding of Post-Consumption Regret, Trans-Atlantic Doctoral Conference, London, 2014 Reducing Psychological Distance Can Reduce Credit Card Overspending, Society for Consumer Psychology, San Antonio, 2013. "Do Emotions Decrease or Increase Present Bias in Monetary Decisions?" Association for Consumer Research, Vancouver, 2012. Habitually Consistent, Contextually Inconsistent: Dispositional and Contextual Determinants of Financial Decisions, Association for Consumer Research, St. Louis, 2011. TEACHING EXPERIENCE Instructor Management (Non-MBA), Fall 2013 (Instructor evaluation: 4.14/5, Course evaluation: 4.14/5)
Teaching Assistant Management (MBAs), Vishal Narayan and Eugenia Wu, Fall 2011 Management (AMBAs), Sachin Gupta, Summer 2012, 2013 Managerial Decision Making (MBAs), J. Russo, Fall 2012 PROFESSIONAL SERVICE External Reviewer: Journal of Consumer Research Trainee Reviewer Association for Consumer Research Society for Consumer Psychology Conference Co-Chair, Society for Consumer Psychology Doctoral Consortium, St. Pete Beach, FL, February 2016. Internal Journal Club coordinator (2013-2014). COURSEWORK MARKETING Behavioral and Decision Research Affect and Cognition Advanced Consumer Research Consumer Behavior Pro-seminar in PSYCHOLOGY Advanced Social Psychology The Self Moral Reasoning Goals, Needs, and Desires METHODS Statistical Methods I Research Methods in Psychology Quantitative Methods 1 Quantitative Methods 2 BEHAVIORAL ECONOMICS Behavioral Economics II Jay Russo Alice Isen Brian Wansink Manoj Thomas Cornell Faculty Dennis Regan David Dunning David Pizarro Melissa Ferguson Steven Schwager Vivian Zayas Felix Thoemmes Felix Thoemmes Dan Benjamin
REFERENCES Manoj Thomas (Committee Chair) Associate Professor Phone: +1 (607)-255-7207 Email: mkt27@cornell.edu Soo Kim Assistant Professor Phone: +1 (607)-255-1295 Email: sk766@cornell.edu Stijn van Osselaer Professor Phone: +1 (607)-255-0112 Email: svm64@cornell.edu Thomas Gilovich Professor Psychology Phone: +1 (607)-255-6432 Email: tdg1@cornell.edu