Choi, Jungsil

Education

M.S. in Statistics, emphasis in Applied Statistics, Rutgers, State University of New Jersey, New Brunswick, New Jersey, 2007
M.A. in Marketing, Sogang University, Seoul, South Korea, 2004
B.S. in Life Science and Minor in Psychology, Sogang University, Seoul, South Korea, 2000

Research Interests

• Effects of the perceptual stimuli such as colors on marketing communications
• Psychological pricing (9-ending pricing) and its distinguished effects and practical implications in terms of the type of products
• The effects of comparative advertising
• The effects of mortality salience on advertising
• Understanding web-search behavior
• Embodied cognition

Publications

• Choi, J. and Myer, D. W. (2012) "The Effect of Product Positioning in a Comparison Table on Consumers' Evaluation of a Sponsor," Marketing Letters
• Choi, J., Lee, K. and Ji, Y. (forthcoming) "What type of framing message is more appropriate with nine-ending pricing?" Marketing Letters

• Choi, J., Singh, S. N., Chatterjee, P. and Rangan, P. "Odd-ending price: Guilt reduction for the hedonic purchase" aimed at Journal of Consumer Research
• Choi, J., Rangan, P., and Singh, S. N. "Roses are red, violets are blue: The effect of color on prosocial attitudes and behavior" aimed at Journal of Marketing
• Choi, J., Chang, Y. K., and Lee, K., and Chang, J. D. "The effect of color-based warmth on trust" aimed at Journal of Academy and Marketing Science
• Choi, J. and Banerjee, P. "Is Green for a Bullish Market?" aimed at Journal of Consumer Research

• Choi, J. (2009) "Underdog for all or not? The Homogeneous Price Strategy vs. The Heterogeneous Price Strategy" 2009 Asia Pacific Association of Consumer Research Conference, India
• Choi, J. (2009) "Pennies a Day Temporal Reframing Effect in a Domain of Gain" 2009 Asia Pacific Association of Consumer Research Conference, India
• Choi, J. and Singh, S. N. (2010) "Unanticipated Marketing Effects of Color: Empirical Tests in Two Contexts" 2010 Association of Consumer Research Annual Conference, Jacksonville, FL.
• Choi, J. and Singh, S. N. (2011) "How perception of color's temperature and color preference influence the effectiveness of the persuasive message" Proceedings of 2011 AMA Winter Marketing Educators' Conference, Austin, TX.
• Choi, J., Singh, S. N., and Rangan, P. (2011) "Odd-ending price: Guilt reduction for the hedonic purchase" Proceedings of 2011 Association of Consumer Research Annual Conference, St. Louis, MO.
• Choi, J. and Myer, D. W. (2011) "The effect of positioning of a target brand and a competitive brand(s) in an advertisement on a consumer's judgment and on the selection of the target brand" Proceedings of 2011 Association of Consumer Research Annual Conference, St. Louis, MO.
• Rangan, P., Singh, S. N., Landau, M. J., and Choi, J. (2011) "Program context's impact on ensuing commercials: Contingent effects of program type, pod position and perception of product origin" 2011 Association of Consumer Research Annual Conference, St. Louis, MO.

Ongoing working papers contributed as a primary author

• Choi, J. and Singh, SN. “How does Heuristic vs. Analytical Information Processing Affect the Discount Image of 9-Ending Price?” (Study 1)
• Choi, J. and Singh, SN. “The Effect of Positioning of a Target Brand and a Competitor in Comparative Advertising on Consumers’ Attitude Toward a Target Brand” (Study 1 and Study 2)
• Choi, J. and Singh, SN. “The Effect of Cognitive Depletion on Preference for Warm- vs. Cold- colored Marketing Stimuli” (Study 1 and Study 2)

• Rangan, P., Singh, SN., Landau, MJ., and Choi, J. “The Effect of Mortality Salience on Attitudes toward Domestic vs. Foreign Brands” (Manuscripts in-progress)
• Singh, SN., Mishra, S., and Choi, J. “A Unified Model of Web Page and Site Perception”

Teaching Experience

• Graduate Teaching Assistant in KU Business School: Instructor of “Introduction to Marketing”, 01/2010 – 05/2010
• Graduate Teaching Assistant in KU Business School: Instructor of “Introduction to Marketing”, 01/2009 – 05/2009
• Graduate Teaching Assistant in KU Business School, 09/2009 – 12/2009
• Graduate Teaching Assistant in KU Business School, 09/2008 – 12/2008
• Graduate Research Assistant in KU Business School, 08/2007 – 05/2008.
• Graduate Teaching Assistant in Sogang University Business School, 03/2001 – 08/2002.

Profesionnal Membership

• Membership of the Association for Consumer Research (ACR) (2007~2008, 2010~present)
• Membership of the American Marketing Association (AMA) (2011 ~ present)
• Submission Reviewer for Competitive Paper and Poster Session in the 2010 ACR Conference
• Submission Reviewer for Competitive Paper and Poster Session in the 2011 ACR Conference

Academic Honors and Awards

• AMA Sheth Foundation Doctoral Consortium Fellow (2012)
• Presentation in the Graduate Research Competition (2011)
• Dissertation Fellowship ($7,500)
• Graduate Student Research Fund Award ($2,000)
• Dean's List (2008-2009, 2009-2010, 2010-2011)