Hyewon Cho

Qualifications

• PhD - Business Administration (University of Illinois at Urbana-Champaign)
• MA - Psychology (New York University)
• BA - Psychology (Sogang University)

Biography

My primary research stream investigates consumer well-being through the lens of culture. Extending this interest and moving beyond cultural differences, the second stream of research focuses on individual level factors that influence consumer wellbeing such as a specific state of mind and usage of technology.

Publications

Journal Publications and Reviews

Shavitt, Sharon; Jiang, Duo; Cho, Hyewon / Stratification and segmentation: Social class in consumer behavior. October 2016; In: Journal of Consumer Psychology. Vol. 26, No. 4, pp. 583-593

Shavitt, Sharon; Cho, Hyewon / Culture and consumer behavior: The role of horizontal and vertical cultural factors. April 2016; In: Current Opinion in Psychology. Vol. 8, pp. 149-154

Chapters, Conference Papers, Creative and Literary Works

Shavitt, Sharon; Cho, Hyewon; Barnes, Aaron J. / Culture and Consumer Behavior. February 2019; Handbook of Cultural Psychology. pp. 678-698