Ji Kyung Park

Assistant Professor of Marketing

Department: Business Administration
Campus Address: 311 Alfred Lerner Hall
Newark, DE 19716
Phone: 302-831-1777


Ji Kyung Park, Assistant Professor of Business Administration; Marketing Area, received a B.A. in English Literature (minor in Business Administration) at Ewha Womans University (Seoul, Korea), an MBA at Yonsei University (Seoul, Korea), an M.A. in Statistics at Columbia University, and a Ph.D. in Marketing at the University of Minnesota. Prior to her academic career in marketing, Dr. Park worked for a brand consulting firm, Interbrand, as a researcher.

Her primary research focuses on how various aspects of the self influence consumers’ consumption behavior and explain the multi-facets of marketing phenomena, by drawing upon research in areas such as implicit self-theory, self-affirmation, self-esteem, and social identity.


  • Ph.D. - Business Administration, University of Minnesota, 2011
  • MA - Statistics, Columbia University, 2005
  • MBA - Yonsei University, 2002
  • BA - English Literature, Ewha Womans University, 2000
  • Curriculum Vitae


John, Deborah Roedder and Ji Kyung Park, “Mindsets Matter: Implications for Branding Research and Practice,” Journal of Consumer Psychology, Forthcoming [Invited Article].

Park, Ji Kyung and Deborah Roedder John (2014), "I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance" Journal of Marketing Research, 52 (2), 233-247.

Vohs, Kathleen D., Ji Kyung Park, and Brandon Schmeichel (2013), “Self-Affirmation Can Enable Goal Disengagement” Journal of Personality and Social Psychology, 104 (1), 14-27.

Park, Ji Kyung and Deborah Roedder John (2012), “Capitalizing on Brand Personalities in Advertising: Are Signaling or Self-Improvement Ad Appeals More Effective?” Journal of Consumer Psychology, 22 (3), 424-432.

Park, Ji Kyung and Deborah Roedder John (2011), “More than Meets the Eye: The Influence of Implicit versus Explicit Self-Esteem on Materialism,” Journal of Consumer Psychology, 21 (1), 73-87.

Park, Ji Kyung and Deborah Roedder John (2010), “Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?” Journal of Consumer Research, 37 (4), 655-669.

Awards & Honors

  • Outstanding Scholarship Award, Department of Business Administration, University of Delaware, 2014
  • C.W. Park Young Contributor Award, Journal of Consumer Psychology, 2012
  • Excellence in Teaching Award, Carlson School of Management, University of Minnesota, 2010
  • AMA Doctoral Consortium Fellow, 2010
  • Honorable Mention, Society for Consumer Psychology Dissertation Proposal Competition, 2009
  • Carlson School of Management Dissertation Fellowship, 2009
  • Vaile Fellowship for Outstanding Ph.D. Student Recognition, University of Minnesota, 2008
  • McNamara Women’s Fellowship, University of Minnesota, 2008
  • Haring Symposium Representative, Indiana University, 2008
  • Henrickson Fellowship for Research Excellence, University of Minnesota, 2007


Professor Park teaches the Introduction to Marketing and Consumer Behavior.

The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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