Directory

Assistant Professor, Lee Heng Fellow

Academic qualification

Fang, Lu, Anirban Mukhopadhyay, and Sang Kyu Park, “Effects of Age and Attractiveness of C2C Providers on Commercial Outcomes,” conditionally accepted, Journal of Marketing.
Park, Sang Kyu, Yegyu Han, and Aner Sela, “Splurging with Alexa: How Voicebots Increase Product Upgrades,” Marketing Letters, 37(9).
Park, Sang Kyu, Young Joo Cho, Jungkeun Kim, Jin Yong Lee, and Jongwon Park (2025), "Consumer Moral Decision Making: The Impact of Alignable Versus Nonalignable Differences," Journal of Consumer Research, 52(2), 288-307.
Park, Sang Kyu, Taikgun Song, and Aner Sela (2023), "The Effect of Subjectivity and Objectivity in Online Reviews: A Convolutional Neural Network Approach," Journal of Consumer Psychology, 33(4), 701-713.
- Featured in the curated Keller Center Research Report
Nan, Lana, Sang Kyu Park, and Yang Yang (2023), "Rejections Are More Contagious than Choices: How Another’s Decisions Shape Our Own," Journal of Consumer Research, 50(2), 363-381. (equal authorship)
Park, Sang Kyu, and Jongwon Park (2021), “The Impact of the Mere Presence of a Free Version in the Freemium Strategy: Bidirectional Effects of a Free Version on Consumers’ Preference for the Premium Option,” Korean Journal of Marketing, 36(1), 121-146. (Master’s Thesis)
- Best Paper Award, Korean Marketing Association
Park, Sang Kyu and Aner Sela (2020), “Product Lineups: The More You Search, the Less You Find,” Journal of Consumer Research, 47(1), 40-55.

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