The mission of the Sport eXperience Management Lab is to research and analyze various sporting experiences in order to provide solutions for societal and economic progress.  

Taking an interdisciplinary approach, and by combining psychometric, biometric, and data analytic measures, we seek to answer fundamental questions about sporting experiences.

Our lab motto is "청출어람 청어람(靑出於藍 靑於藍)", literally meaning that the dye extracted from a green indigo leaf has a far more brilliant blue color. It is a widely used metaphor in Far East Asia that students should surpass the teacher. We emphasize that everyone in our lab should be an"indigo" teacher for the next generation of scholars.

Former Race Car Driver and Marketing Director at Synchro-G Racing Team

Link to TAMU CEHD Directory   |   Personal Blog   |   Econonews Column (Written in Korean)

• Graduate Assistant 

• Research Interests

  • Consumer Behaviors 

  • eSports Fandom 

  • Marketing and Communication Strategies for Sports Organizations 

  • Neurophysiological Approaches to Behavioral Science 

• Graduate Assistant

• Research Interests

  • Consumer Behavior

  • Sport Advertisement

  • Sport Marketing

  • Athlete Scandal

• Graduate Assistant

• Research Interests

  • Consumer Behavior

  • Sport Marketing

  • Sport Sponsorship