Tae Hyun Baek, Ph.D. September 30, 2014 TAE HYUN BAEK

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1 TAE HYUN BAEK Assistant Professor of Integrated Strategic Communication School of Journalism and Telecommunications College of Communication and Information University of Kentucky Lexington, KY Phone: Fax: EDUCATION Ph.D. in Mass Communication (Major: Advertising), 2011 University of Georgia Dissertation: When Brand Extension Fit Matters: Examining the Persuasive Impact of Comparative Advertising Frame and Self-Regulatory Goals on Brand Extension Acceptance Dissertation Chair: Karen W. King M.A. in Journalism and Mass Communication (Major: Advertising), 2007 University of Georgia Thesis: Applying the Framework of Brand Credibility Effects to Service Categories Thesis Chair: Karen W. King B.A. in Advertising and Public Relations, 2005 Hanyang University, Korea ACADEMIC POSITIONS Assistant Professor of Integrated Strategic Communication, August 2014 Present University of Kentucky, School of Journalism and Telecommunications Assistant Professor of Advertising, August June 2014 Indiana University-Southeast, Department of Communication Studies Graduate Instructor, January May 2011 University of Georgia, Department of Advertising and Public Relations 1

2 REFEREED JOURNAL ARTICLES 1. Baek, Tae Hyun, Sukki Yoon and Seeun Kim (Forthcoming), When Environmental Messages Should Be Assertive: Examining the Moderating Role of Effort Investment, International Journal of Advertising. 2. Baek, Tae Hyun, and Karen W. King (Forthcoming), When Comparative Valence Frame Affects Brand Extension Evaluations: The Moderating Role of Parent-Extension Fit, International Journal of Advertising. 3. Baek, Tae Hyun, and Leonard N. Reid (2013), The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior, Psychology & Marketing, 30 (8), Baek, Tae Hyun, Lijiang Shen, and Leonard N. Reid (2013), Effects of Message Framing in Anti-Binge Drinking PSAs: The Moderating Role of Counterfactual Thinking, Journal of Health Communication, 18 (4), Choi, Hojoon, Kyunga Yoo, Tae Hyun Baek, Leonard N. Reid, and Wendy Macias (2013), Presence and Effects of Benefit-Seeking and Risk-Avoidance Claims in Female-Oriented Magazine Food Advertisements, International Journal of Advertising, 32 (4), Baek, Tae Hyun, and Mariko Morimoto (2012), Stay Away From Me: Examining the Determinants of Consumer Avoidance to Personalized Advertising, Journal of Advertising, 41 (1), Kim, Jooyoung, Tae Hyun Baek, and Daehyun Kim (2011), Quality of Work and Team Spirit as Drivers of Student Peer Evaluation on Advertising Group Project Performance, Journal of Advertising Education, 15 (2), Baek, Tae Hyun, and Karen W. King (2011), Exploring the Consequences of Brand Credibility in Services, Journal of Services Marketing, 25 (4), Baek, Tae Hyun, Jooyoung Kim, and Hyunjae Yu (2010), The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice, Psychology & Marketing, 27 (7), Baek, Tae Hyun, Jooyoung Kim, and Hugh J. Martin (2010), Dimensions of News Media Brand Personality, Journalism & Mass Communication Quarterly, 87 (1),

3 11. Baek, Tae Hyun, and Mark Mayer (2010), Sexual Imagery in Cigarette Advertising Before and After the Master Settlement Agreement, Health Communication, 25 (8), Macias, Wendy, Liza S. Lewis, and Tae Hyun Baek (2010), The Changing Face of Direct-to- Consumer (DTC) Print Advertising: Policy and Content Issues, Pharmaceutical Medicine, 24 (3), Yu, Hyunjae, Yongick Jeong, Tae Hyun Baek, and Ilwoo Joo (2010), How Many Plastic Surgeons Websites Contain Information Recommended by the ASPS Advertising Code of Ethics? The Internet Journal of Law, Healthcare and Ethics, 6 (2). 14. Baek, Tae Hyun, and Hyunjae Yu (2009), Online Health Promotion Strategies and Appeals in the United States and South Korea: A Content Analysis of Weight-Loss Web Sites, Asian Journal of Communication, 19 (1), MANUSCRIPTS UNDER REVIEW 1. Baek, Tae Hyun, Chan Yun Yoo, and Seeun Kim (under review), A Structural Model for Brand Engagement on Facebook Pages, Psychology & Marketing. 2. Kim, Seeun, Chae Mi Lim, Tae Hyun Baek, and Youn-Kyung Kim (under review), The Impact of Image Congruence on Brand Attachment and Loyalty: The Moderating Role of Product Type, European Journal of Marketing. 3. Kim, Yeonshin, Sukki Yoon, and Tae Hyun Baek (under review), Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea, International Journal of Advertising. PEER-REVIEWED CONFERENCE PAPERS 1. Baek, Tae Hyun, Chan Yun Yoo, and Seeun Kim (2014), A Social Identity Pathway of Facebook Brand Page: The Antecedents and Outcome of Brand Engagement, Paper presented at the 2014 American Academy of Advertising Conference, Atlanta, GA. 2. Kim, Yeonshin, Sukki Yoon, and Tae Hyun Baek (2014), Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea, Paper presented at the 2014 American Academy of Advertising Conference, Atlanta, GA. 3

4 3. Yoon, Sukki, Tae Hyun Baek, Kyungok Kim, and Jinyoung Yoo (2014), Near-Disaster Experience and Survivor Bonding, Paper presented at the 2014 Annual Convention of the Society for Personality and Social Psychology, Austin, TX. 4. Yoon, Sukki, Yeonshin Kim, and Tae Hyun Baek (2014), Culture and Effort in Environmental Persuasion: Does Hard Work Always Grow the Mind? Paper presented at the 2014 Global Marketing Conference, Singapore. 5. Kim, Yeonshin, Sukki Yoon, and Tae Hyun Baek (2014), Culture and Assertiveness in Green Advertising, Paper presented at the 2014 Global Marketing Conference, Singapore. 6. Mayer, Mark, and Tae Hyun Baek (2014), The Efficacy of Sexualized Female Models in Young Adult-Male Oriented Cigarette Advertising, Paper presented at the 2014 Academy of Marketing Science Conference, Indianapolis, IN. 7. Kim, Seeun, Chae Mi Lim, Tae Hyun Baek, and Youn-Kyung Kim (2014), The Impact of Image Congruence on Brand attachment and Loyalty, Paper presented at the 2014 American Collegiate Retailing Association Conference, Dallas, TX. 8. Baek, Tae Hyun, and Seeun Kim (2013), Leveraging Facebook s Brand Pages to Strengthen Consumer-Brand Relationships, Paper presented at the 2013 American Collegiate Retailing Association Conference, Nashville, TN. 9. Baek, Tae Hyun, Sukki Yoon and Seeun Kim (2013), When Environmental Messages Should Be Assertive: The Moderating Effect of Effort Investment on Consumers' Recycling Intentions, Paper presented at the 2013 AMA Marketing and Public Policy Conference, Washington D. C. 10. Baek, Tae Hyun, Sukki Yoon and Seeun Kim (2013), The Effects of Assertive Language and Effort Investment in Environmental Advertising Persuasion, Paper presented at the 2013 American Academy of Advertising Conference, Albuquerque, NM. 11. Baek, Tae Hyun, and Karen W. King (2012), The Impact of Comparative Valence Frame on Brand Extension Acceptance, Paper presented at the 2012 American Academy of Advertising Conference, Myrtle Beach, SC. 4

5 12. Mayer, Mark, and Tae Hyun Baek (2012), Less Clothing, Less Dimension: Effects of the Master Settlement Agreement on Female Portrayals in Cigarette Advertising, Paper presented at the 2012 Kelley School of Business Research Series, Indianapolis, IN. 13. Baek, Tae Hyun, and Leonard N. Reid (2011), The Impact of Mood and Regulatory Focus Frame on Cause Advertising Persuasion, Paper presented at the 2011 American Academy of Advertising Conference, Mesa, AZ. 14. Baek, Tae Hyun, and Lijiang Shen (2010), The Effects of Message Framing and Counterfactual Thinking in Anti-Binge Drinking PSAs, Paper presented at the 2010 American Academy of Advertising Conference, Minneapolis, MN. (*Best Conference Paper Award) 15. Yu, Hyunjae, and Tae Hyun Baek (2010), What Parental Factors Influence Children s Obesity? Paper presented at the 2010 Annual Convention of the Association for Education in Journalism and Mass Communication, Denver, CO. 16. Baek, Tae Hyun, and Mariko Morimoto (2009), A Conceptual Model of Personalized Advertising Avoidance, Paper presented at the 2009 Annual Convention of the Association for Education in Journalism and Mass Communication, Boston, MA. 17. Baek, Tae Hyun, Jooyoung Kim, and Hugh J. Martin (2009), Dimensions of News Media Brand Personality, Paper presented at the 2009 Annual Convention of the Association for Education in Journalism and Mass Communication, Boston, MA. 18. Kim, Jooyoung, Tae Hyun Baek, and Daehyun Kim (2009), Quality of Work and Team Spirit as Drivers of Student Peer Evaluation on Advertising Group Project Performance, Paper presented at the 2009 Annual Convention of the Association for Education in Journalism and Mass Communication, Boston, MA. 19. Baek, Tae Hyun, Jooyoung Kim, and Hyunjae Yu (2008), Examining the Dual Effects of Brand Credibility and Brand Prestige on Purchase Intention, Paper presented at the 2008 American Academy of Advertising Conference, San Mateo, CA. 20. Baek, Tae Hyun, and Karen W. King (2008), Consequences of Brand Credibility in Services, Paper presented at the 2008 American Academy of Advertising Conference, San Mateo, CA. 5

6 21. Yu, Hyunjae, and Tae Hyun Baek (2008), A Cross-Cultural Comparison of Interactivity on Weight-loss Websites in the U.S. and South Korea, Paper presented at the 2008 American Academy of Advertising Conference, San Mateo, CA. 22. Baek, Tae Hyun (2008), The Value of the Third-Peron Effect: Evaluating the Third-Person Effect in Theory Building, Paper presented at the 2008 Annual Convention of the Association for Education in Journalism and Mass Communication, Chicago, IL. 23. Yu, Hyunjae, and Tae Hyun Baek (2008), The Effects of Body-Esteem on Consumer Attitudes toward Diet Product Advertising: The Mediating Role of Social Comparison, Paper presented at the 2008 Annual Convention of the Association for Education in Journalism and Mass Communication, Chicago, IL. 24. Yu, Hyunjae, Tae Hyun Baek, Ilwoo Joo, and Yongick Jeong (2008), How Much Do They Care about Advertising Ethics? A Content Analysis of Plastic Surgeons Websites, Paper presented at the 2008 Annual Convention of the Association for Education in Journalism and Mass Communication, Chicago, IL. 25. Baek, Tae Hyun, and Hyunjae Yu (2007), Understanding Health Promotion Strategies and Appeals, Paper presented at the 2007 Annual Convention of the Association for Education in Journalism and Mass Communication, Washington, D.C. GRANTS 1. Baek, Tae Hyun (2013), Summer Faculty Fellowship for Research, Indiana University- Southeast: $8, Baek, Tae Hyun (2012), Summer Faculty Fellowship for Research, Indiana University- Southeast: $8, Baek, Tae Hyun (2011), Research Support Grant, Indiana University-Southeast: $4, Baek, Tae Hyun (2011), Grant-in-Aid of Research, Indiana University-Southeast: $1, Baek, Tae Hyun (2010), Broun Doctoral Dissertation Research, University of Georgia: $860. 6

7 AWARDS AND SCHOLARSHIPS Best Conference Paper, American Academy of Advertising, Minneapolis, MN, 2010 AEJMC Research You Can Use Paper (Selected by the editor of Journalism & Mass Communication Quarterly), June, 2010 UGA s Amazing Student (University-wide acknowledgement), University of Georgia, July, Dana M. Blackmar III Memorial Scholarship, University of Georgia, 2008 Graduate Assistantship, University of Georgia, Study Abroad Scholarship, Hanyang University, Korea, TEACHING EXPERIENCE University of Kentucky ISC : Special Topics in ISC: Digital Strategies Indiana University-Southeast TEL 404: Topical Seminar: Digital Advertising TEL 345: Advertising Media Planning TEL 441: Advanced Advertising Strategies TEL 440: Advertising Strategies TEL 347: Promotion and Marketing: Strategic Brand Management TEL 102: Introduction to Advertising CMCL 202: Media in the Global Context SPCH 424: Empirical Research SPCH 336: Communication Campaigns SPCH 333: Public Relations University of Georgia ADPR 3120: Advertising Media Planning ADPR 3130: Advertising Research ADPR 5710: Advertising Management (co-taught with Dr. Leonard N. Reid) PROFESSIONAL EXPERIENCE Research Assistant, Samsung Economic Research Institute, Seoul, Korea, 2005 Advertising Intern, Franceschi Advertising & PR, Tallahassee, FL, Marketing Intern, Calson Marketing World Wide, Seoul, Korea, 2003 Project Assistant, United Nations Environment Programme, Seoul, Korea,

8 SERVICE Reviewer Journal of Advertising, Present Journal of Interactive Advertising, Present European Journal of Marketing, Present American Academy of Advertising Conference, Present University Associate Member of the Graduate Faculty, University of Kentucky, Present Advertising Program Coordinator, Indiana University-Southeast, Social Media Program Committee, Indiana University-Southeast, Faculty Advisor of the Ad Club, Indiana University-Southeast, President, Korean Student Association of the Grady College, University of Georgia, MILITARY EXPERIENCE Army, Korean Defense Security Command,