Field of Research
Consumer Behavior
Judgment and Decision Making
Research Interests
Human-AI/robot Interaction
How consumers react to emerging technologies (e.g., LLMs, robots, metaverse, etc.)
Consumer trends (e.g., the rise of health-conscious consumers after COVID)
Publication
Heuristic or systematic? Understanding consumer information processing of ChatGPT recommendations [Link]
Suji Hong* & Jennifer Mihyun Kim.
Electronic Commerce Research and Applications (2026)
Brand heritage matters: the challenges of maintaining continuity in the metaverse [Link]
Suji Hong* & Jeyoung Son
Journal of Product & Brand Management (2026)
How accuracy instructions change number format and constrain estimate adjustments [Link]
Suji Hong* & Chan Jean Lee
Thinking & Reasoning (2025)
Beyond monochrome: how color temperature and task type influence consumer responses to service robots [Link]
Suji Hong* & Jeyoung Son
Asia Pacific Journal of Marketing and Logistics (2025)
Who stays and who leaves? The role of culture in consumer reactions to data breaches [Link]
Na Hea Park & Suji Hong*
Asia Pacific Journal of Marketing and Logistics (2025)
A Case Study of Crowdsourcing Platform: Focused on Bros&Company [Link]
Jae Il Kim, Sangchul Park, & Suji Hong*
Korea Business Review (2019)
Work In Progress
"How users interpret AI-generated (vs. human-generated) numeric predictions" with Chan Jean Lee
"Zero vs. Free: The impact of food labels on consumers' perception" with Jennifer Mihyun Kim
"Perceiving Luxury in a Tokenized World: How Nfts Reframe Brand Heritage and Consumer Response" with Jeyoung Son
Honors and Grants
HGU's Faculty Research Grant, 2025-2026
AMA–Sheth Foundation Doctoral Consortium Fellow, 2025
Scholarship for Graduate Students, Seoul National University, 2016-2017.