Sang Kyu Park

Assistant Professor of Marketing, Lee Heng Fellow, HKUST

Sang Kyu is an Assistant Professor of Marketing and Lee Heng Fellow at the Hong Kong University of Science and Technology. He received his Ph.D. in Marketing from University of Florida.

His research focuses on consumer inference-making and how consumers make decisions in uncertain environments. He is also interested in how consumers interact with new technology. His research has been published in the Journal of Consumer Research and in the Journal of Consumer Psychology, and has been presented at numerous conferences such as ACR, SCP, and BDRM.

CV Contact

Selected Journal Publications

Park, Sang Kyu, Youngjoo Cho, Jungkeun Kim, Jinyong Lee, and Jongwon Park, "Consumer Moral Decision Making: The Impact of Alignable versus Nonalignable Differences," Journal of Consumer Research, forthcoming.
Park, Sang Kyu, Taikgun Song, and Aner Sela (2023), "The Effect of Subjectivity and Objectivity in Online Reviews: A Convolutional Neural Network Approach," Journal of Consumer Psychology, 33(4), 701-713.
Nan, Lana, Sang Kyu Park, Yang Yang (2023), "Rejections Are More Contagious than Choices: How Another’s Decisions Shape Our Own," Journal of Consumer Research, 50(2), 363-381. (equal authorship)
Park, Sang Kyu and Aner Sela (2020) “Product Lineups: The More You Search, the Less You Find,” Journal of Consumer Research, 47(1), 40-55.

Selected Research in Progress

Park, Sang Kyu, Yang Yang, and Shunyuan Zhang, "Identifying and Mitigating the Unintended Consequence of Awareness," invited for revision, Journal of Consumer Research.
Park, Sang Kyu, Yang Yang, Mingzhang Yin, Sujin Park, "Consumer Reactions to Inflation," invited for revision, Journal of Marketing.
Han, Yegyu, Sang Kyu Park, Chris Janiszewski, "Algorithms are Gendered: How Masculinity of Algorithms Affect Consumer Decisions," invited for revision, Journal of Consumer Psychology.
Fang, Lu, Anirban Mukhopadhyay, Sang Kyu Park, “Appraising Intrinsic Motivation from Age and Attractiveness: Positive Implications in C2C Contexts,” under review.
Park, Sang Kyu, Yegyu Han, and Aner Sela, “Splurging with AI: How Conversational Devices Increase Product Upgrades,” under review.

Teaching

MARK 3610 - Digital Marketing (Undergraduate), HKUST
- Spring 2024: Instructor rating: 4.73 / 5.00 (university average: 4.18 / 5.00)
  - The Franklin Prize for Teaching Excellence – Winner, in recognition of the highest level of teaching excellence in the business school
- Spring 2023: Instructor rating: 4.82 / 5.00 (university average: 4.14 / 5.00)
  - The Franklin Prize for Teaching Excellence – Finalist
- Spring 2022: Instructor rating: 4.60 / 5.00 (university average: 4.10 / 5.00)
  - New course offered at HKUST
MAR 3503 - Consumer Behavior (Undergraduate), University of Florida
- Spring 2018: Instructor rating: 5.00 / 5.00 (college average: 4.33 / 5.00)
  - Warrington College of Business Ph.D. Teaching Award
  - First student from Warrington to receive both the Ph.D. Teaching Award and the Outstanding Student Award
  - https://news.warrington.ufl.edu/students/finance-and-marketing-phd-students-honored-with-teaching-awards/
  - Invited panelist for Ph.D. Teaching Seminar (MAR 6940)
Invited Guest Lecturer
- Consumer Behavior Seminar (Ph.D.), Kyung Hee University, 2025
- Digital Marketing and Consumer Behavior (EMBA), Korea University, 2024
- Behavioral Marketing Seminar II (Ph.D.), Korea University, 2022

Awards, Honors, and Certificates

The Franklin Prize for Teaching Excellence – Winner, HKUST, 2025
Lee Heng Fellowship, HKUST, 2024 - present
The Franklin Prize for Teaching Excellence – Finalist, HKUST, 2024
Best Paper Award, Society for Consumer Psychology, 2024
Best Paper Award, Korean Marketing Association, 2021
Teaching Excellence Scholarship, University of Florida, 2020
AMA-Sheth Doctoral Consortium Fellow, Indiana University, 2020
Warrington College of Business Ph.D. Teaching Award, University of Florida, 2020
UH Doctoral Symposium Fellow, University of Houston, 2019
The Outstanding Student Award, University of Florida, 2018
Butterworth Fellowship, University of Florida, 2016 - 2021
National Humanities and Social Sciences Graduate Research Scholarship, Korea Student Aid Foundation, 2015
The Academic Excellence Award, Korea University, 2015
Research Assistant Scholarship, Korea University, 2014 - 2015
Academic Excellence Scholarship, Korea University, 2014
Magna cum Laude (Great Honor), Korea University, 2014
Student Council Scholarships, Korea University, 2009
Honors Scholarships, Korea University, 2008 - 2013

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