Eunjoo (EJ) Han, Ph.D.

Eunjoo (EJ) Han, Ph.D.
Assistant Professor, Marketing
Dr. Chester "Chet" L. Wolford Early Career Professor (2023-2026)
Committee Chair, Research
[email protected]
814-898-6262
220 Burke
Mailing Address:
PENN STATE BEHREND
281 BURKE CENTER
ERIE PA 16563

Dr. EJ Han is an assistant professor of marketing and Dr. Chester "Chet" L. Wolford Early Career Professor (2023-2026) in the Black School of Business at Penn State Erie. She teaches undergraduate courses in marketing, including MKTG 301 (Principles of Marketing), MKTG 342 (Marketing Research), and MKTG 444 (Buyer Behavior and Applied Research).

Dr. Han's research focus is centered on sustainable consumption, prosocial behavior, as well as consumer goals and motivation. Her research contributions have been featured in esteemed academic publications, including the Journal of Consumer Psychology, Journal of Retailing, and Psychological Bulletin. She has been serving on the editorial board of premier academic journals.

As of July 2023, Dr. Han has undertaken the role of research initiatives chair at the Black School of Business. She is also serving on the behavioral lab committee.

Dr. Han received her BBA from Yonsei University in South Korea, accompanied by a minor in Economics, her Master's in marketing from Yonsei University, and her Ph.D. in Marketing from the University of Texas at Austin.

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

SELECTED JOURNAL 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 (ABS 4).
     
  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 (ABS 4).
     
  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 (ABS 4*).

CONFERENCE PROCEEDINGS (* denotes equal authorship; Advances in Consumer Research is listed in the ABS journal list – ABS 2)

  1. Eunjoo (EJ) Han and Euejung Hwang (2021),"How Evaluative Nutrition Cues Promote Consumer Response For Unhealthy Foods", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 498-499.
     
  2. Eunjoo Han, Saerom Lee, and Karen Page Winterich (2020),"How Public Recognition Promotes Donations to Out-Groups", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 385-388.
     
  3. Sommer Kapitan*, Saerom Lee*, and Eunjoo Han* (2018),"Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, Pages: 640-64.
     
  4. Haesung Annie Jung*, Eunjoo Han*, Eunjin Seo, Marlone Henderson, and Erika Patall (2018),"When Do People Learn More From Others’ Prosocial Behavior? a Meta-Analysis of Prosocial Modeling Effect", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, Pages: 633-635.
     
  5. Eunjoo Han and Heeryung Kim (2016),"Children on Sale: the Interactive Roles of Fundraising Promotion and Prosocial Identity on Charitable Intent", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, Duluth, MN: Association for Consumer Research, Pages: 464-467.
     
  6. Eunjoo Han and Andrew Gershoff (2015),"Lots to Do Or Lots of Ways to Do It? the Role of Mood and Mindset on Goal Motivation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl, Carolyn Yoon, Duluth, MN: Association for Consumer Research, Pages: 548-548.
     
  7. Eunjoo Han and Ying Zhang (2013),"Beat Competitors Or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive Goal Pursuit", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

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.

SELECTED WORK IN PROGRESS:

  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 to maximize the show viewership
  5. How consumers use AR technologies in the shopping context