CURRICULUM VITAE OHYOON KWON

Transcription

1 CURRICULUM VITAE OHYOON KWON Department of Advertising & Public Relations Phone : (213) The University of Texas at Austin Fax : (512) West Dean Keeton, A ohyoon@utexas.edu Austin, TX EDUCATION Ph.D. The University of Texas at Austin ABD (expected completion May 2013) Major: Advertising Dissertation: Ph. D. committee: M.A. The University of Texas at Austin 2009 Major: Advertising Thesis: Beyond Mood Valence: The effect of different Mood States on Information Processing, Judgment, and behavioral Intention from a cognitive-appraisal perspective LeeAnn Kahlor, Department of Advertising (Chair) Yongjun Sung, Department of Advertising (Co-Chair) Sejung M. Choi, Department of Advertising Vincent J. Cicchirillo, Department of Advertising Tiffany Whittaker, Department of Educational Psychology The Interplay of Self-Construal and Regulatory Focus on Consumer Evaluation of Online Product Reviews B.A. Sogang University 2002 (Seoul, Korea) Major: Business Administration (Concentration: Marketing) RESEARCH INTERESTS Mood Effects Advertising Effectiveness Integrated Marketing Communication Consumer Information Processing Consumer-generated Content/ Online Shopping Behavior/ Social Networking Media

2 Ohyoon Kwon Curriculum Vitae 2 RESEARCH PUBLICATIONS Refereed Journal Publications Kwon, Ohyoon and Yongjun Sung (2012), Shifting Selves and Product Reviews: How the Effects of Product Reviews Vary Depending on the Self-views and Self-regulatory Goals of Consumers, International Journal of Electronic Commerce. Kyung, Hobin, Ohyoon Kwon, and Yongjun Sung (2011), The Effects of Spokes- Characters Personalities on Source Credibility, Journal of Food Products Marketing, 17(1), Sung, Yongjun, Yoojung Kim, Ohyoon Kwon, and Jangho Moon (2010), An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites, Journal of Global Marketing, 23(5), Refereed Book Chapter Kwon, Ohyoon and Yongjun Sung (2011), The Consumer-generated Product Review: Its Effect on Consumers and Marketers, p In S. S. Posavac (Ed.), Cracking the Code: Leveraging Consumer Psychology to Drive Profitability. Armonk, NY: M. E. Sharpe. Journal Paper Under Review/ Work-in-Progress Kwon, Ohyoon, LeeAnn Kahlor, and Yonghwan Kim (2012), Are Seekers Also Doers? Linking Health Information Seeking and Health Behavioral Intentions, under review at the Journal of Health Psychology. Kwon, Ohyoon, Shu-Chuan Chu, and Sejung M. Choi, Antecedents Influencing the Behavioral Intentions to Use Consumer-generated Product Reviews, manuscript in preparation for the International Journal of Electronic Commerce. Kwon, Ohyoon, Jonghyuk Jung, and Yongjun Sung, The Effects of Self-Construal on Attribute-focused Versus Context-focused Advertising Messages, manuscript in preparation for the Journal of Advertising. Kwon, Ohyoon and Vincent J. Cicchirillo, The Effects of Information Encoding Strategies on the Evaluation of Video-based Versus Text-based Product Reviews, manuscript in preparation for the Journal of Consumer Research.

3 Ohyoon Kwon Curriculum Vitae 3 Referred Conference Proceedings Kwon, Ohyoon, Jong-Hyuok Jung, and Yongjun Sung (2011), The Effect of Self- Construal on Attribute-Oriented Versus Context-Oriented Advertising Messages, In Proceeding of the 2011 Conference American Academy of Advertising, Steve M. Edwards, ed., Mesa, AZ: American Academy of Advertising, p. 160 (Abstract). Kwon, Ohyoon and Yongjun Sung (2010), The Interplay of Self-Construal and Regulatory Focus on Consumer Evaluation of Online Product Reviews, In Proceedings of the 2010 Conference American Academy of Advertising, Wei-Na Lee, ed., Minneapolis, MN: American Academy of Advertising, p. 73 (Abstract). Kim, Yoojung, Ohyoon Kwon, Jangho Moon, and Yongjun Sung (2009), Antecedents and Consequences of Consumer Participation in Virtual Brand Communities in Social Networking, In Proceedings of the 2009 American Academy of Advertising Asia-Pacific Conference and International Symposium of Advertising Development and Education, Hairong Li, Shengmin Huang, & Dinghai Jin, ed., Shanghai, China: American Academy of Advertising, 58 (Abstract). Trade Magazine Publication Yoojung Kim, Ohyoon Kwon, Jangho Moon, and Yongjun Sung (2009), Antecedents and Consequences of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites, The International Advertising Magazine (Trade magazine published by China Advertising Association of Commerce). Conference Presentations Kwon, Ohyoon, LeeAnn Kahlor, and Yonghwan Kim (2011), Are Seekers Also Doers? Linking Health Information Seeking and Health Behavioral Intentions from a Risk Perception Perspective. The paper was presented at the 2011 International Communication Association Conference, Boston, MA. Kwon, Ohyoon, Jonghyuk Jung, and Yongjun Sung (2011), The Effects of Self- Construal on Attribute-focused Versus Context-focused Advertising Messages. The paper was presented at the 2011 American Academy of Advertising Conference, Mesa, AZ. Kwon, Ohyoon, Shu-Chuan Chu, and Sejung M. Choi (2010), Factors Influencing the Use of Consumer-Generated Product Reviews: An Information Search Perspective, The paper was presented at the 2010 American Marketing Association Summer Marketing Educators Conference, Boston, MA.

4 Ohyoon Kwon Curriculum Vitae 4 Conference Presentations (Cont d) Kyung, Hobin, Ohyoon Kwon, and Yongjun Sung (2010), The Effects of Spokes- Characters Personalities on Source Credibility, The Paper was presented at the 2010 Annual Association for Education in Journalism and Mass Communication (AEJMC) Convention, Advertising Division, Denver, CO. Kwon, Ohyoon and Yongjun Sung (2010), The Consumer-generated Product Review: Its Effect on Consumers and Marketers, The paper was presented at the 2010 Advertising and Consumer Psychology Conference, Nashville, TN. Kwon, Ohyoon and Yongjun Sung (2010), The Interplay of Self-Construal and Regulatory Focus on Consumer Evaluation of Online Product Reviews, The paper was presented at the 2010 American Academy of Advertising Conference, Minneapolis, MN. Kim, Yoojung, Ohyoon Kwon, Jangho Moon, and Yongjun Sung (2009), Antecedents and Consequences of Consumer Participation in Virtual Brand Communities in Social Networking, The paper was presented at the 2009 American Academy of Advertising Asian-Pacific Conference, Beijing, China. TEACHING EXPERIENCE Stand-alone Instructor, ADV 334 (Fall 2012): International Advertising - Fully responsible for redesigning course - Lecturing 51 students - Teaching global marketing, international advertising, and cultural issues related to global brands Lab Instructor ADV 344K (Spring 2011): Advertising Research - Course Instructor Evaluation: 4.6/ Taught four one-hour research labs each week. - The course provided a foundation for conducting online surveys, focus groups, and other research techniques. - Responsibilities included facilitating the labs (lecturing, coaching, and management), advising, and grading.

5 Ohyoon Kwon Curriculum Vitae 5 Teaching Assistant ADV 388K (Fall 2010): Integrated Communications Management (Graduate Course) - Supervised advertising campaign projects. - Graded in-class quizzes and case analysis assignments. ADV 373/PR 377K (Summer 2010): Integrated Communications Campaigns - Graded book analysis assignments and client-based campaign projects. ADV w378 (Summer 2010): Consumer Psychology & New Media - Graded weekly class assignments. - Responsibilities included facilitating the online class and advising. ADV 388K (Spring 2010): Integrated Communications Management (Graduate Course) - Supervised advertising campaign projects. - Graded in-class quizzes and case analysis assignments. ADV 385 (Fall 2009): Strategic Advertising Management (Graduate Course) - Graded advertising campaign projects, quizzes, and exams. - Advised graduate students on understanding business math. ADV 370/PR 367 (Spring 2009): Integrated Communications Management - Graded individual/team case papers - Advised students on developing advertising campaign projects. ADV 378/PR 378 (Spring 2009): Environmental Communication - Graded team papers regarding environmental topics. PR 378 (Fall 2008): Health Communication Theory & Practice - Advised students on developing health-related research surveys. - Taught students how to analyze research data and write research results. UGS 302 (Fall 2008): Public Relations Cases - Advised freshman students on writing academic papers. - Graded individual case papers and evaluated students participation in class discussions.

6 Ohyoon Kwon Curriculum Vitae 6 GRADUATE ASSISTANTSHIP Graduate Assistant Internship Program (Summer 2008) - Worked with Dr. Isabella Cunningham for its database system. Website Maintenance (Spring 2008/ Summer 2008) - Updated the Department s website on a regular basis and maintained its database system. PROFESSIONAL EXPERIENCE Manager, CROSSMEDIA, Seoul, Korea ( ) - Manager, Media Planning Department - The design of AD-Cross, internet ad-creative delivery and campaign result analysis server. - Created a new type of Flash Movie Banner and Online Advertising Effectiveness Index. - Worked with global and domestic advertising agencies including Cheil Communications, BBDO Korea, Diamond Communications, Comas, and Ogilvy. Media Planner, Mezzo Marketing Korea, Seoul, Korea ( ) - Media Planner, Media Sales Department - Analyzed the effectiveness of online advertising campaigns. - Worked with global and domestic advertising agencies including Cheil Communications, Diamond Communications, JWT Korea, DDB Korea, and Dentsuinnovak. HONORS The University Continuing Fellowship, Office of the Vice Provost and Dean of Graduate Studies, the University of Texas at Austin, One of the most prestigious fellowships endowed by the University of Texas at Austin, Awarded $26,772 Morris Hite/Tracy Locke Presidential Scholarship in Advertising, Department of Advertising, the University of Texas at Austin, 2009 Professional Development Award, Office of Graduate Studies, the University of Texas at Austin,

7 Ohyoon Kwon Curriculum Vitae 7 SERVICE ACTIVITIES Webmaster, Journal of Advertising ( - Worked on the reconstruction of the website - Responsible for website maintenance. Invited Manuscript Reviewer, International Journal of Electronic Commerce \ PROFESSIONAL AFFILIATIONS American Academy of Advertising (AAA) Association for Education in Journalism and Mass Communication (AEJMC) International Communication Association (ICA) American Marketing Association (AMA)