Kyeongheui Kim

Dr. Kyeongheui Kim is an associate professor of Marketing at SKK GSB, Sungkyunkwan University. Her research focuses on consumer information processing and psychology to understand unconscious processes underlying consumers’ judgment and choice of products or brands. Her work has been published in top-tier journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Personality and Social Psychology, Journal of Experimental Psychology: Applied, and Journal of Business Research. Her teaching interests include Consumer Behavior, Marketing Communications / Advertising, Marketing Research, and Judgment and Decision Making.

Prior to joining SKK GSB in 2011, Dr. Kim was a faculty member at the University of Toronto for 7 years. Before joining the Ph. D. program in the U.S., she had worked for Korea Gallup Polls and POSCO Research Institute as a marketing consultant. She had consulted for companies such as Korea IBM, LEGO, Philips Korea, P&G Korea, LG, and Samsung.

Research Interests

Consumer behavior/ Consumer information procession, Context effect/ Assimilation, attenuation, and contrast effects of priming, Branding and brand extensions, Embodied cognition

Education

• M.S. Management: Korea University
  
• Ph.D. Management; University of Minnesota, Carlson School of Management