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  1. C. Whan Park and Jagdish N. Sheth, "Individual and Situational Difference Variables as Determinants of Information Processing Judgments," Communications Research, Vol. 2, No. 3 (July 1975), pp. 260-266.

  1. Jagdish N. Sheth and C. Whan Park, "Multidimensionality of Brand Loyalty Construct in Marketing," Markeds Kommunikasjon, 3 (1975), pp. 30-42.

  1. C. Whan Park, "Prior Familiarity and Product Complexity as Determinants of the Consumer's Selection of Judgmental Models," Journal of Marketing Research, (May 1976), pp. 144-151.

  1. C. Whan Park and V. Parker Lessig, "Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications," Journal of Advertising (Winter 1977), pp. 10-16.

  1. C. Whan Park and V. Parker Lessig, "Students and Housewives: Differences in Susceptibility to Reference Group Influence," Journal of Consumer Research (September 1977), pp. 102-110.

  1. C. Whan Park, "A Few Questions on Consumer Information Processing: Two Product Cases – Coffee and Toothpaste," Journal of Marketing Research (May 1978), pp. 243-249.

  1. C. Whan Park, "Conflict Resolution Choice Model," Journal of Consumer Research (September 1978), pp. 124-137.

  1. C. Whan Park, "A Seven-Point Scale and A DM's Simplifying Choice Strategy: An Operationalized Satisficing-Plus Model," Organizational Behavior and Human Performance (April 1978), pp. 252-271.

  1. V. Parker Lessig and C. Whan Park, "Promotional Perspectives of Reference Group Influence: Advertising Implications," Journal of Advertising (Spring 1978), pp. 41-47.

  1. V. Parker Lessig and C. Whan Park, "Predictive and Diagnostic Characteristics of Two Consumer Decision Models," European Research, (May 1978).

  1. C. Whan Park and F. W. Winter, "Product Quality Judgment: An Information Processing Approach," Journal of The Market Research Society, Vol. 21, 1979, pp. 211-219.

  1. James R. Bettman and C. Whan Park, "Effects of Prior Knowledge and Experience on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, (December 1980), pp. 234-248.

  1. C. Whan Park, Robert W. Huges, Vinod Thukral, and Roberto Friedmann, "Decision Plan and Actual Choice," Journal of Marketing, (Spring 1981), pp. 33-47.

  1. C. Whan Park and V. Parker Lessig, "The Construct of Familiarity and Its Impact Upon Consumer Decision Process: Cognitive Biases and Heuristics," Journal of Consumer Research, (September 1981), pp. 223-230.

  1. S.J. Chan, C. Whan Park, and P. L. Yu, "High-Stake Decision-Making -An Empirical Study Based on House Purchase Processes," Human System Management, 1982, No. 3, pp. 91-106.

  1. C. Whan Park, "Joint Decision in Home Purchasing: A Muddling Through Process," Journal of Consumer Research, (September 1982), pp. 151-162.

  1. V. Parker Lessig and C. Whan Park, "Motivational Reference Group Influences: Relationship to Product Complexity, Conspicuousness, and Brand Distinction," European Research, (January 1982).

  1. C. Whan Park and Richard J. Lutz, "Decision Plans and Consumer Choice Dynamics," Journal of Marketing Research, (February 1982), pp. 108-115.

  1. C. Whan Park and Banwari Mittal, "A Theory of Involvement in Consumer Behavior: Problems and Issues," Research in Consumer Behavior, Jagdish N. Sheth (ed.), Vol. 1, 1985, 201-232.

  1. C. Whan Park and S. Mark Young, "The Impact of Involvement and the Role of Commercial Music on Brand Attitude Formation," Journal of Marketing Research, (February 1986), 23, 11-24.

  1. C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis, "Strategic Brand Concept-Image Management," Journal of Marketing, (October 1986), 50, 135-146; Winner, Alpha Kappa Psi Award, Journal of Marketing.

  1. C. Whan Park, Henry Assael and Seoil Chaiy, "Mediating Roles of Trial and Learning on Involvement-Associated Characteristics," Journal of Consumer Marketing, 4, (Summer 1987), 25-34.

  1. C. Whan Park, Meryl P. Gardner, and Vinod Thukral, "Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task," The American Journal of Psychology, (Fall 1988), Vol. 101, 401-424.

  1. C. Whan Park, Martin S. Roth, and Philip F. Jacques, “Evaluating the Effects of Advertising and Sales Promotion Campaigns,” Industrial Marketing Management, Vol. 17, 1988, 129-140.

  1. C. Whan Park, Easwar S. Iyer and Daniel C. Smith, "The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping," Journal of Consumer Research, (March 1989), pp. 422-433.

  1. C. Whan Park and Daniel C. Smith, "Product-Level Choice: A Top-Down or Bottom-Up process?" Journal of Consumer Research (December 1989), pp. 289-299.

  1. C. Whan Park, V. Parker Lessig and D. H. Lee, Types of Advertising Format and Conditions For Their Effectiveness: Differences in the level and Nature of Product Knowledge", Current Issues and Research in Advertising, Vol. 13, No. 182, 1990, pp. 125-154.

  1. C. Whan Park and Daniel C. Smith, "product class Competitors as Sources of Innovative Marketing Strategies", Journal of Consumer Marketing (Spring 1990), 27-38.

  1. C. Whan Park, Sandra Milberg and Robert Lawson, "Brand Extension Decisions: Product Level Similarity and Brand Concept Consistency," Journal of Consumer Research (September 1991),pp. 161-173.

  1. Deborah J. MacInnis and C. Whan Park, "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' processing of Ads." Journal of Consumer Research (September 1991), pp. 185-193.

  1. Daniel C. Smith and C. Whan Park, "The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research (August 1992), pp. 296-313.

  1. Minhi Han, C. Whan Park and Deborah J. MacInnis, "The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function," Journal of Advertising (June 1992), pp. 37-46.

  1. C. Whan Park, David L. Mothersbaugh and Lawrence Feick, "Consumer Knowledge Assessment," Journal of Consumer Research (June 1994), pp. 71-82.

  2. C.Whan Park, Sung Youl Jun and Allan D. Shocker, "Composite Branding Alliances: An Investigation of Extension and Feedback Effects," Journal of Marketing Research (November 1996), 453-466.

  1. Sandra J. Milberg, C. Whan Park and Michael S. McCarthy, “Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies,” Journal of Consumer Psychology, 1997, 6 (2), 119-140.

  1. Karen Russo France and C. Whan Park, “The Effect of Different Levels of Cognitive Appraisal and Emotional Valence on Commercial Effectiveness,” Journal of Current Issues and Research in Advertising (Fall 1997), 1-21.

  1. C.Whan Park, Sung Youl Jun and Deborah J. MacInnis, “Choosing What I Want versus Rejecting What I Don’t Want: An Application of Decision Framing to Product Option Choice Decisions,” Journal of Marketing Research, ( May 2000), 187-202.

  1. Sethi, Rajesh, Daniel Smith and C. Whan Park, “The Effect of Cross-Functional Teams on New Product Innovativeness,” Journal of Marketing Research, (February 2001), 73-85.

  1. Rajesh Sethi, Daniel Smith, and C. Whan Park, “Creating Creative Cross-Functional Teams,” Harvard Business Review, (August 2002), 16-17.

  1. Shapiro, Stewart, Deborah J. MacInnis, and C. Whan Park, “Understanding Program induced Mood Effects: Decoupling Arousal from Valence,” Journal of Advertising, (2002), 31 (4), 15-26.

  1. Nunes, Joseph C. and C. Whan Park, “Incommensurate Resources: Not Just More of the Same,” Journal of Marketing Research, (February 2003), 26-38.

  1. Matthew Thomson, Deborah J. MacInnis, and C. Whan Park, “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology, (2005), 15 (1), 77-91. Reprinted in Recherche et Applications en Marketing, 20 (1), 2005, 79-98.

  1. MacInnis, Deborah J., Vanessa Patrick and C. Whan Park, “Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior”, Review of Marketing Research, Vol. 2, 43-80.

  1. Park, C.Whan, Foreword, Creating Image and the Psychology of Marketing Communications, Kahle, Lynn R., and Chung-Hyun Kim (eds.), Lawrence Erlbaum Associates, Inc., Publishers, (2005).

  1. Park, C Whan and Deborah J. MacInnis, "What's in and what's out: Questions over the Boundaries of the Attitude Construct.” Journal of Consumer Research, (June 2006), 16-18.

  1. Patrick, Vanessa M., Deborah J. MacInnis, and C. Whan Park, "Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations.” Journal of Consumer Research, (March 2007), 479-489.

  1. Patrick, Vanessa M. and C. Whan Park, “Paying Before Consuming: Examining the Robustness of Consumers’ Preferences for Prepayment.” Journal of Retailing, (2006), Vol. 82, Issue 3, 165-175.

  1. Park, C. Whan, Deborah J. MacInnis, and Joseph Priester, “Beyond Attitudes: Attachment and Consumer Behavior.” Seoul National Journal (2006), 12(2), 3-36.

  1. Alexander Fedorikhin, C. Whan Park, and Matthew Thomson, “Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions,” Journal of Consumer Psychology (2008), 18, 281-291.

  1. Park, C. Whan, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, & Dawn Iacobucci, “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,” Journal of Marketing (November, 2010), Vol. 74, Number 6, 1-17.

  2. Luo, Lan, Chen, Xinlei, Han, Jeanie, and Park, C. Whan, “Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases.” Journal of Marketing Research (December, 2010), Vol. 47, Number 6, 1114-1128.

  1. Park, C. Whan, Andreas B. Eisingerich, Gratiana Pol, and Jason Whan Park, “Brand Logo’s Impact on Firm Performance,” Journal of Business Research, Special Issue on Brand Management (February, 2013) Vol. 66, Issue 2, 180-187.

  1. Park, C. Whan, Andreas B. Eisingerich, and Jason W. Park, ”Attachment-Aversion (AA) model of customer-brand relationships,” Journal of Consumer Psychology (April 2013), Vol. 23, Issue 2, 229-248.

  1. Park, C. Whan, Andreas B. Eisingerich, and Jason W. Park, ”From Brand Aversion or Indifference to Brand Attachment: Authors’ Response to Commentaries to Park, Eisingerich, and Park’s Bradn Attachment-aversion Model,” Journal of Consumer Psychology (April 2013), Vol. 23, Issue 2, 269-274.

  1. Park, C. Whan, Andreas B. Eisingerich, Gratiana Pol, and Jason W. Park, “The Multi-faceted Power of a Brand’s Logo: an Integrator, Reflector, and Synthesizer of a Brand,” MIT Sloan Management Review, (Winter 2014).

  1. Chun, Hae-Eun, C. Whan Park, Andreas B. Eisingerich, Deborah J. MacInnis, “Strategic benefits of low fit brand extensions: when and why,” Journal of Consumer Psychology, Volume 25, Issue 4, October 2015, pages 577-595.

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