PhD Student | Marketing
4185 Grainger Hall

Biography

Wonsuk is a doctoral student in Marketing at the Wisconsin School of Business. His research focuses on understanding, predicting, and influencing the behaviors of consumers. Wonsuk holds M.S from Korea Advanced Institute of Science and Technology (KAIST) and i.B.B.A from Schulich School of Business, York University.

Research

Selected Submitted Journal Articles

Jung, W. & Peck, J. & Palmeira, M. & Kim, K. (2020). “My Brand is Moving Away from Me": When Product Upgrades Leave Consumers Behind Journal of Marketing Research

Presentations

Association for Consumer Research (2020) “My Brand is Moving Away from Me": When Product Upgrades Leave Consumers Behind

Association for Consumer Research (2020) "Other Seems to Move Further than I Do": How Judgement of Distance May Change Depending on Who Creates the Distance

Association for Consumer Research (2019) Product Line Extensions Hurts the Brand Owners: Psychological Ownership as a Mediator