Eunjoo (EJ) Han, Ph.D.

Eunjoo (EJ) Han, Ph.D.
Assistant Professor, Marketing
220 Burke
Mailing Address:
PENN STATE BEHREND
281 BURKE CENTER
ERIE PA 16563

Dr. EJ Han is an assistant professor of marketing at the Black School of Business, Penn State Erie. She earned her Ph.D. in marketing from the University of Texas at Austin and her B.B.A. from Yonsei University in S. Korea with a minor in Economics. Prior to joining the Black School of Business in 2021, she served on the faculty at AUT Business School in New Zealand.

She studies sustainable consumption, prosocial behavior & charitable giving, and consumer goals & motivation. Her research has appeared in top academic journals including Journal of Consumer Psychology, Journal of Retailing, and Psychological Bulletin.

Dr. Han is also passionate about teaching. At Penn State Behrend, she is teaching MKTG342 (Marketing Research) and MKTG444 (Buyer Behavior and Applied Research).

Dr. Han is also involved in service to the school. She is currently serving on the research committee and behavioral lab committee. She is also a member of the faculty committee for strategic planning.

Before her academic career, Dr. Han had industry experience with Accenture as a business analyst, Johnson and Johnson Medical, Asia-Pacific as a global market researcher, and Samsung Electronics as a global marketing intern.

Sustainability; Ethical consumption; Prosocial behavior and charitable giving; Consumer goals and motivation

PUBLICATIONS (* denotes equal authorship):


1.    Jung, Annie, Eunjin Seo, Eunjoo Han, Marlone D. Henderson, and Erika Patall (2020), “Prosocial modeling: A meta-analytic review and synthesis,” Psychological Bulletin, 146 (8), 635-663. 

2.    Kim, Claire* and Eunjoo Han* (2020), “Premiums paid for what you believe in: The interactive roles of price promotion and cause involvement on consumer response,” Journal of Retailing, 96 (2), 235-250.

3.    Han, Eunjoo and Andrew D. Gershoff (2019), “Lots to do or lots of ways to do it? The role of mood and mindset on goal motivation,” Journal of Consumer Psychology, 29(2), 187-206.

Ph D, Marketing, The University of Texas at Austin

MS, Marketing, Yonsei University

BBA, Business Administration, Yonsei University

RESEARCH PRESENTATIONS (* indicates presenter):

1.    Han, Eunjoo and Euejung Hwang* (2021), “How interpretive front-of-package (FOP) nutrition labels promote consumer response for unhealthy foods,” competitive paper session, Association for Consumer Research, Virtual. 

2.    Han, Eunjoo*, Saerom Lee, and Karen Page Winterich (2020), “How public recognition promotes donations to outgroups,” competitive paper session, Association for Consumer Research, Virtual. 

3.    Kapitan, Sommer, Saerom Lee, and Eunjoo Han*(2018), “Boomerang effect: How sustainable disposal options spur green consumers to overconsume,” competitive paper session, Association for Consumer Research, Dallas TX, USA.

4.    Jung, Annie*, Eunjoo Han, Eunjin Seo, Marlone D. Henderson, and Erika Patall (2018), “When do people learn more from others’ prosocial behavior?: A meta-analysis of prosocial modeling effect,” competitive paper session, Association for Consumer Research, Dallas TX, USA.

5.    Han, Eunjoo* and Claire Kim (2017), “Children on sale: The interactive roles of fundraising appeal and prosocial identity on charitable intent,” competitive paper session, Society for Consumer Psychology, San Francisco CA, USA.

6.    Han, Eunjoo* and Claire Kim (2016), “Children on sale: The interactive roles of fundraising appeal and prosocial identity on charitable intent,” competitive paper session, Association for Consumer Research, North American Conference, Berlin, Germany.

7.    Han, Eunjoo* and Andrew D. Gershoff (2015), “Lots to do or lots of ways to do it? The role of mood and mindset on motivation,” competitive paper session, Association for Consumer Research, North American Conference, New Orleans LA, USA.

8.    Han, Eunjoo* and Andrew D. Gershoff (2015), “Lots to do or lots of ways to do it? The role of mindset and mood on motivation,” Doctoral Symposium, University of Houston, Houston TX, USA.

9.    Han, Eunjoo* and Ying Zhang (2014), “Beating whom?: The performance effect of goal focus during competitive goal pursuit,” competitive paper session, Society for Consumer Psychology, Miami FL, USA.

10.    Han, Eunjoo* and Ying Zhang (2013), “Beat competitors or beat yourself: Differential effects of goal focus on motivation in different stages of competitive goal pursuit,” competitive paper session, Association for Consumer Research, North American Conference, Chicago IL, USA.

WORKING PAPERS:


1.    How sustainable disposal influences consumers’ future purchase decisions
2.    How public recognition promotes out-group helping 
3.    The effect of behavioral synchrony on compliance
4.    Co-branding in Multimedia franchises: How to design cross-over plots in the Multiverse and what are the qualities of host brands for successful cross-over events?
5.    How consumers use AR technology in shopping