RESEARCH INTERESTS Social Influence; Service Marketing (Consumer Privacy); Digital Marketing (Social Couponing)

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1 EDUCATION HSIAO-CHING (JEAN) KUO BSN 3519,, 4202 E. Fowler Avenue, Phone: Ph.D., Tampa, Florida (2010 Present) Major: Marketing Dissertation: Categorization Mindsets Influence Social Decisions Advisor: Sajeev Varki, Ph.D. Proposal Defended on June 13, 2014 Anticipated Final Defense on May, 2015 Master of Science University of Alabama, Tuscaloosa, Alabama (2010) Major: Applied Statistics Master of Science University of Alabama, Tuscaloosa, Alabama (2009) Major: Marketing B.B.A. National Central University, Jhongli, Taiwan (2007) Major: Business Administration RESEARCH INTERESTS Social Influence; Service Marketing (Consumer Privacy); Digital Marketing (Social Couponing) ACADEMIC EXPERIENCES Instructor,, Tampa, Florida Graduate Research Assistant,, Tampa, Florida JOURNAL PUBLICATIONS Nakhata, Chinintorn and Hsiao-Ching Kuo, Non-Price Cues Utilization during Social Coupon Purchasing-Decision, Journal of Product and Brand Management, forthcoming) This paper examines how the two non-price (social) cues of a) online consumer rating (e.g., Yelp) and b) knowledge of the number of social coupons purchased by other consumers serve to increase the adoption of social coupons offered by an unfamiliar brand. We identify a sequential cue utilization process where consumers rely on the cue of online consumer rating first before seeking the additional cue of number of social coupons purchased by other consumers. The impact of variety seeking on the effect of these two non-price cues on level of perceived risk and coupon adoption are also examined. 1

2 WORKING PAPERS Kuo, Hsiao-Ching and Sajeev Varki, What Makes for Sensitive Information? Status: Manuscript in preparation for submission to Journal of Service Research by Fall Kuo, Hsiao-Ching and Sajeev Varki, Are Firms Perceived to Be Safer After a Hack Attack?. Status: Data collected. Manuscript in preparation for submission to a top-tier journal by Fall Nakhata, Chinintorn and Hsiao-Ching Kuo, Avoidance of Special-priced item: The Role of Perceived Deal Waste during Social Coupon Redemption Status: Data collected. Manuscript in preparation for submission to Marketing Letters by Fall Kuo, Hsiao-Ching and Sajeev Varki, When Too Much Information is of Little Value Status: Data collected for one study. Paper will be submitted to a top tier journal by Fall Kuo, Hsiao-Ching and Chinintorn Nakhata, Are Consumers Always Averse to Negative Ratings? Status: Data collected for several studies. Certain designs need to be revised. Paper will be submitted to a top-tier journal by Fall Nakhata, Chinintorn and Hsiao-Ching Kuo, A Good Deal to Share with My Social Network Site Friends. Status: Data collected for the first study. More data collection is needed. Paper will be submitted to the Journal of Interactive Marketing by Spring CONFERENCE PROCEEDINGS AND PRESENTATIONS Kuo, Hsiao-Ching and Sajeev Varki (2014), Are Firms Perceived to Be Safer After a Hack Attack?, 2014 Association for Consumer Research North American Conference, Baltimore, Maryland, October 23-26, Kuo, Hsiao-Ching and Sajeev Varki (2014), What Makes For Sensitive Information?, 2014 Annual Frontiers in Service Conference, Miami, Florida, June 26-29, Nakhata, Chinintorn and Hsiao-Ching Kuo (2014), Pride Regulation during Social Coupon Redemption, 2014 Winter American Marketing Association (AMA) Marketing Educators Conference, Orlando, Florida, February 21-23, Kuo, Hsiao-Ching and Sajeev Varki (2013), Are Firms Perceived to Be Safer After a Hack Attack?, 2013 Annual Frontiers in Service Conference, Taipei, Taiwan, July 4-7, Nakhata, Chinintorn and Hsiao-Ching Kuo (2013), Cues Utilization during Social Coupon Purchasing- Decision Pricing and Retailing Conference, Babson College, Wellesley, Massachusetts, August 7-9, Nakhata, Chinintorn and Hsiao-Ching Kuo (2013), How Does Discount Size Reduce the Negative Effect of Negative Online Consumer Reviews on Online Hotel Booking? 2013 Winter American Marketing Association (AMA) Marketing Educators Conference, Las Vegas, Nevada, February 15-17, Kuo, Hsiao-Ching and Sajeev Varki (2012), What Makes For Sensitive Information? Valence or Type of Information?, 2012 Annual Frontiers in Service Conference, Washington D.C, June 14-17,

3 Kuo, Hsiao-Ching (2012), The Effect of Social Influence on Consumer Regret, 2012 Annual Academy of Marketing Science (AMS) Conference, New Orleans, Louisiana, May 16-19, Nakhata, Chinintorn and Hsiao-Ching Kuo (2012), Negative Online Consumer Review and Online Shopping Behavior: The Moderating Effects of Discount Size and Product Type. MBAA International Conference, Chicago, Illinois, March 28-30, HONORS, AWARDS, AND GRANTS 2014 Dean s Research and Teaching Grant, ($1,000 grant) 2013 Dean s Research and Teaching Grant, ($1,000 grant) 2013 Society of Marketing Advances Doctoral Consortium Fellow, Hilton Heads, South Carolina 2010 Recipient of scholarship, 2008 Recipient of scholarship, University of Alabama TEACHING EXPERIENCES Instructor,,, Tampa, Florida, : Courses taught include: Basic Marketing (80% Web-Based Course): Fall 2012 (4.5/5.0), Spring 2013 (4.4/5.0) - Class size: students - Prepared web-based course materials and exams - Assignments included real world observation and marketing practices Marketing Research: Fall 2013 (3.3/5.0) - Class size: 50 students - Prepared course materials and exams - Final project consisted of development of research questions, hypotheses, and data analysis Teaching Assistant, Department of Marketing (Chinintorn Nakhata), College of Business, University of South Florida, Tampa, Florida, Teaching Assistant Courses include: Basic Marketing: Summer Class size (100 students) - Coordinated with the instructor for the preparation of course materials and exams TEACHING INTERESTS Principles of Marketing, Marketing Research, Marketing Management, Consumer Behavior, Digital Marketing, Internet Marketing, International Marketing, Service Marketing SERVICE ACTIVITIES Journal: Ad-hoc Journal Reviewer: Journal of Consumer Behavior (2014) Ad-hoc Journal Reviewer: Journal of Consumer Marketing (2014) 3

4 Conference: Ad-hoc Conference Reviewer: Academy of Marketing Sciences (2014, 2012) Ad-hoc Conference Reviewer: Society for Consumer Psychology (2014) Ad-hoc Conference Reviewer: Winter American Marketing Association (2014) Ad-hoc Conference Reviewer: Advance in Consumer Research (2013) DOCTORAL COURSEWORK Major Field Seminar in Marketing Theory & Thought Pro-Seminar in Marketing Seminar in Advance Researched Methods Seminar in Consumer Behavior Theory Seminar in Experiential and Sensory Aspects of Marketing Seminar in Special Topics in Marketing Seminar in Marketing Strategy Minor Field Introduction to Research Methods Social Psychology Psychometrics Applied Linear Statistical Models Applied Multivariate Statistical Methods Qualitative Method Community Health Research Sociological Statistics Economics in Organization Managerial Economics Statistical Analysis for Educational Research II Dr. James R. Stock Dr. Anne Magi Dr. David Ortinau Dr. Anand Kumar Dr. Dipayan Biswas Dr. Sajeev Varki Dr. Sajeev Varki Dr. Anol Bhattacherjee Dr. Jennifer Bosson Dr. Stephen Stark Dr. Terry Sincich Dr. Terry Sincich Dr. Martinez Tyson Dr. Elizabeth Vaquera Dr. Christopher Thomas Dr. Brad Kamp Dr. Eun Sook Kim DISSERTATION Title: Categorization Mindsets Influence Social Decisions Committee: Dr. Sajeev Varki* (chair), Dr. Anand Kumar, Dr. Barbara Lafferty, and Dr. Jennifer Bosson Executive Summary: My dissertation examines how the manner in which information is presented can induce a mindset that alters the extent to which the interests of others are considered in a choice made in a social context. The topic is timely because we live in a networked economy where the opinions and interests of others assume added importance. Mindset refers to a way of thinking or set of judgment criteria that are induced by a task unrelated to the decision at hand. In my dissertation, I focus on the broad and narrow categorization mindsets introduced by Ulkumen et al. (JMR, 2010) which differ in terms of how many dimensions of information is attended to by an individual as a result of a prior categorization task (broad mindset considers fewer dimensions than narrow mindset). I aim to show that in a broad mindset, people emphasize their own preferences in relation to the preferences of others since a broad mindset will emphasize the focal dimension of self relative to others. Conversely, individuals in a narrow mindset would take more aspects or dimensions into 4

5 consideration rather than merely focusing on self. I aim to show that the manner in which information about products is presented or how the products are arranged can induce an appropriate categorization mindset and thus alter the extent to which the interests of others are considered in choices involving a social context (e.g., two friends deciding on a restaurant to patronize). REFERENCES Sajeev Varki, Ph.D. (Advisor) Associate Professor 4202 E. Fowler Avenue, BSN svarki@usf.edu Phone: (813) Anand Kumar, Ph.D. Associate Professor Department Chair 4202 E. Fowler Avenue, BSN akumar@usf.edu Phone: (813) James R. Stock, Ph.D. Distinguished University Professor and Frank Harvey Endowed Professor of Marketing 4202 E. Fowler Avenue, BSN jstock@usf.edu Phone: (813) Chinintorn Nakhata. Ph.D. Associate Professor (starting from 2014 Fall) Department of Management and Marketing College of Business Administration Clarion University of Pennsylvania 335 Still Hall 840 Wood Street, Clarion, PA cnakhata@clarion.edu Phone: (814)