Sang Kyu Park
Assistant Professor of Marketing, HKUST
Sang Kyu is an Assistant Professor of Marketing 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 (e.g., Alexa). 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.
Journal Publications
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.
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, Yegyu Han, and Aner Sela, “Splurging with AI: How Conversational Devices Increase Product Upgrades,” invited for revision, Management Science.
Park, Sang Kyu, Jongwon Park, Jungkeun Kim, Jinyong Lee, and Youngjoo Cho, "The Impact of Alignable versus Nonalignable Differences in Moral Decision Making," invited for revision, Journal of Consumer Research.
Park, Sang Kyu, Yang Yang, and Shunyuan Zhang, "Identifying and Mitigating the Unintended Consequence of Awareness," invited for revision, Journal of Consumer Research.
Han, Yegyu, Sang Kyu Park, Chris Janiszewski, “Algorithm Perception,” under review.
Teaching
MARK 3610 - Digital Marketing (Undergraduate), HKUST
Spring 2023: Instructor rating: 4.82 / 5.00 (university average: 4.14 / 5.00)
Spring 2022: Instructor rating: 4.60 / 5.00 (university average: 4.10 / 5.00)
New course 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
Invited panelist for Ph.D. Teaching Seminar (MAR 6940)
Awards, Honors, and Certificates
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
Warrington College of Business Research Grants, University of Florida, 2019 - 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