Ji Kyung Park | Lerner
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University of Delaware - Alfred Lerner College of Business & Economics

Ji Kyung Park

Title Associate Professor of Marketing, Area Head - Marketing
Email jipark@nospam6425a4945fc02.udel.edu
Office 308 Alfred Lerner Hall


Ji Kyung Park, associate 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 and social identity..


  • Ph.D. in business administration, University of Minnesota, 2011
  • M.A. in statistics, Columbia University, 2005
  • MBA, Yonsei University, 2002
  • B.A. in english literature, Ewha Womans University, 2000

Select Publications

  • Park, Ji Kyung and Stewart Shapiro (2021), “Promoting the Ambiguity of a Public Health Crisis Can Facilitate Adjustment: The Joint Influence of an Ambiguous Message Focus and Implicit Self-Theories,” Health Communication. 
  • Park, Ji Kyung, Carlos J. Torelli, Alokparna Basu Monga, and Deborah Roedder John (2019), “Value Instantiation: How to Overcome the Value Conflict in Promoting Luxury Brands with CSR Initiatives,” Marketing Letters, 30 (3-4), 307-319.
  • Park, Ji Kyung and Deborah Roedder John (2018), “Judging a Book by Its Cover: The Influence of Implicit Self Theories on Brand User Perceptions,” Journal of Consumer Psychology, 28(1), 56-76.
  • Kang, Jungyun, Ji Kyung Park, and Hakkyun Kim (2018), “The Influence of Implicit Self-Theories on Causal Inferences about Superstitions and Consequences on Subsequent Tasks,” Special Issue on the Science of Extraordinary Beliefs, Journal of the Association for Consumer Research, 3(4), 477-489.
  • Park, Ji Kyung and Deborah Roedder John (2018), “Developing Brand Relationships after a Brand Transgression: The Role of Implicit Theories of Relationships,” Special Issue on Brand Relationships, Emotions, and the Self, Journal of the Association for Consumer Research, 3(2).
  • John, Deborah Roedder and Ji Kyung Park (2016), “Mindsets Matter: Implications for Branding Research and Practice,” Journal of Consumer Psychology, 26(1), 153-160 [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

Curriculum Vitae

Download Ji Kyung Park’s CV (PDF)