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JaeHwan Kwon

JaeHwan Kwon

Graduate Assistant


S247 Pappajohn Business Building
The University of Iowa
Iowa City, IA 52242-1994

Ph: 319-335-0967
Fax: 319-335-1956

Academic History

  • PhD in Marketing, University of Iowa, expected in May, 2015
  • MS in Marketing, New York University, 2010
  • MBA in Marketing, Yonsei University, 2007
  • BS in Environmental Science, Korea University, 2004


  • Consumer Evaluative Judgment, Attitude and Persuasion, Decision Bias, Eye-tracking, Social Cognition/Judgment


  • Ballard and Seashore Dissertation Proposal Award, University of Iowa ($20,000), 2014
  • AMA-Sheth Doctoral Consortium Fellow, 2014
  • Murthy Memorial Prize for Excellence in Teaching, University of Iowa, 2014
  • Haring Symposium Fellow, 2014
  • Mittelstaedt Doctoral Symposium Fellow, 2013
  • Ponder Summer Fellowship, University of Iowa, 2011, 2012, 2013, 2014
  • Hyundai Motors Marketing Forum & Competition; award winner ($10,000), 2005
  • Amore Pacific Marketing Strategy Competition Award; runner-up ($1,000), 2005

Selected Publications

  • "Strength Without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitude" (Conditionally Accepted) (with Dhananjay Nayakankuppam), Journal of Consumer Research, forthcoming.
  • "Does a Creative Designer Necessarily Translate into Creative Design?: Exploring Factors Facilitating the Creativity of a New Product" (with Moonkyu Lee, Hae-Ryong Kim), Creativity and Innovation Management, forthcoming.

Work in Progress

  • “The Nature of Evaluative Judgment: The Construction and Retrieval as Moderated by Attitude Strength (CARMAS) Model of Evaluative Judgment," Under review at the Journal of Personality and Social Psychology (with Dhananjay Nayakankuppam, Joseph Priester, Richard Petty, Leigh Anne Novak).
  • “Why Network Externality Matters in Mobile Instant Messengers?: The Mediating Effects of Network Quality and Network Intimacy,” Under review at the Journal of Interactive Marketing (with Hae-Ryong Kim, Minsu Park, and Seungjae Yun).
  • “Self and the World: Motivation in Human Decision,” Status: Working paper available. Target: Science (with Dhananjay Nayakankuppam).
  • “A Big Fish in a Little Pond: The Influence of Implicit Self-Theory on Statistical Inference,” Status: Working paper available. Target: Psychological Science (with Dhananjay Nayakankuppam).
  • “An Eye-Tracking Study: Entity Theorists’ Biased Information Processing Against Counter-Persuasion,” Status: Working on the final manuscript. Target: Journal of Marketing Research (with Dhananjay Nayakankuppam, William Hedgcock).
  • “Losing Loser’s Curse and Reclaiming My Endowment: The Dynamics of Sequential Auctions on eBay,” Status: Working on the initial version of the manuscript. Target: Journal of Consumer Psychology (with Tae-Hyung Pyo, Thomas Gruca, and Dhananjay Nayakankuppam).
  • "Distorted Evaluative Space: The Theory of Relativity in Evaluative Judgment" DOCTORAL DISSERTATION, Status: 3 Studies Completed (with Dhananjay Nayakankuppam).
  • “Visual Cognition, Embodied Cognition, and Categorization,” Status: Three studies completed (with Dhananjay Nayakankuppam).
  • “Post–Choice Attitude Change: The Law of Conservation of Attitudes,” Status: Two studies completed (with Dhananjay Nayakankuppam).
  • "The Asymmetry of Attitude Strength Measures," Status: Two studies completed (with Dhananjay Nayakankuppam).
  • “The Effect of Changes in Product-Spec Representations on Consumers’ Evaluative Judgments,” Status: Two studies completed (with Dhananjay Nayakankuppam).

Review and Editorial Work

  • Referee, European Journal of Operational Research, 2014
  • Referee, (Trainee Reviewer), Journal of Consumer Research , 2013-2014
  • Referee, (Grant), ECGPS, University of Iowa, 2013
  • Referee, (Conference), Association for Consumer Research, 2012-current
  • Referee, (Conference), Society for Consumer Psychology, 2013-current


  • “Strength without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitudes", Haring Symposium, Indiana University, 2014
  • "A Big Fish in a Little Pond: The Influence of Implicit Self-Theory on Statistical Inference", Jakobsen Conference, University of Iowa, 2014
  • “Strong Attitudes Without Elaboration: The Threshold Difference Effect”, Association for Consumer Research, Chicago, IL, 2013
  • “Do You Believe in Love at First Sight? I Do: Implicit Self-Theories and Attitude Strength”, Association for Consumer Research, Vancouver, BC, 2012
  • “Do You Believe in Love at First Sight? I Do: The Role of Implicit Self-Theories in Forming and Accessing Attitude”, Society for Consumer Psychology, Las Vegas, NV, 2012
  • “More than New, Creative Design Solution: Factors Necessary for Delivering a Creative Design in the New Product Development Process”, Association for Consumer Research, Saint Louis, MO, 2011


  • Developing evaluation measurement for government-owned companies, KPC (Korea Productivity Center), 2006
  • Developing measurement of corporate social responsibility, KLDC (Korea Land Development Corporation), 2006
  • Developing measurement models for new product designs of mobile phones, LG Electronics, 2005
  • Planning a market launching strategy for Tosca, GM’s new mid-sized sedan in Korea, GM Korea, 2005
  • Designing a line extension strategy for an existing brand, Dong-Hwa Nature Flooring, 2005
  • Making market forecasts for the new Digital Multimedia Broadcasting service in Korea, SK Telecom, 2004
  • Conducting customer satisfaction research, DaeHong Communications, 2004
  • Creating a service innovation strategy and competitive advantages, KPS (Korea Postal Service), 2004

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