ChangSeob Yeo. Title Firm Value-Based Pricing and Consumer Decision Making: Who Said Consumers Are All Rational?

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1 ChangSeob Yeo North Business College Complex 632 Bogue Street, Room N465 East Lansing, MI Office Phone: (517) Mobile: (517) Website: EDUCATION Doctor of Philosophy in Business Administration (Anticipated May 2014),, East Lansing, MI Major: Marketing Minor: International Business Master of Business Administration College of Business, Eastern Michigan University, Ypsilanti, MI Major Concentration: Marketing The Bachelor of Business Administration College of Business Administration, Keimyung University, Daegu, South Korea Major: Business Administration Exchange Student at Maastricht University, Maastricht, Netherlands DISSERTATION Title Firm Value-Based Pricing and Consumer Decision Making: Who Said Consumers Are All Rational? Abstract The pertinent interest here is to understand how firms value-based pricing influence consumers price perceptions and in turn their brand choices. Thus, overall, the two essays put primary emphasis on the psychological process of consumer decision making which include such issues as the consumer s pursuit, acquisition, perception, and use of price information within his or her decision making. In particular, the first essay focuses on consumer s relativistic perception on the price and the judgmental heuristics used by a consumer to make his or her brand choice, and contends that familiarity heuristics would be able to explain consumer s counterintuitive shopping behavior at the point of purchase. Then, in the second essay, the focus shifts toward types of choice processes and decision rules utilized in decision making. In general, it is contended that the differences across consumers in terms of the price checking behavior and the use of price information can be explained by looking at their problem solving styles and/or decision making rules. 1 ChangSeob Yeo

2 Committee Chair: Dr. Roger J. Calantone Committee Members: Drs. R. Dale Wilson, Clay M. Voorhees, Thomas J. Page, and Donald E. Conlon Status Proposal Defense Scheduled: July 22 nd, 2013 Data Collection: Prestudies (in progress) Essay#1: Writing In Progress Essay#2: Writing In Progress Final Oral Defense Scheduled: April 2014 RESEARCH INTERESTS Firm Value-Based Pricing Practices Consumer Price Perception Consumer Decision Making Inter-Organizational Governance Mechanism Relationship Marketing International Marketing Strategy RESEARCH Manuscripts Being Under Review Griffith, David A., Jessica J. Hoppner, and ChangSeob Yeo, Managing Buyer-Seller Relationships: The Differential Influence of Exercised Power Sources on Relationship Performance, [Status: Under Review at European Journal of Marketing]. Griffith, David A., Hannah S. Lee, ChangSeob Yeo, and Roger J. Calantone, Marketing Process Adaptation: Antecedent Factors and New Product Performance Implications in Export Markets, [Status: Under Review at International Marketing Review]. Work in Preparation and Targeted Journals Firm s Misperception in the Use of Social Media (Joint work with Kerry A. Thompson; Targeted to Journal of the Academy of Marketing Science) [Status: Baseline model developed] The Impact of Disappointment on Marketing Communication: When It Is Not What You Expected. (Targeted to Journal of Consumer Research) [Status: Literature review and Conceptual model development] Book Chapter Griffith, David A. and ChangSeob Yeo, (2011) Resource-Advantage Theory: Insights for Global Marketing Strategy Research, Handbook of Research in International Marketing, 2 nd Ediction, Subhash Jain and David A. Griffith (eds.), Edward Elgar Publishing Inc. 2 ChangSeob Yeo

3 Refereed Conference Proceedings / Presentations ChangSeob Yeo (2011), Understanding Determinant Factors of Firm Performance: A Time Path Analysis of the Auto-Industry, Proceedings of the 40 th Anniversary Conference of Academy of Marketing Science, O.C. Ferrell and Thomas M. Hult (eds). TEACHING EXPERIENCE Primary Instructor MKT 300: Managerial Marketing (Undergraduate Core for Marketing major), Michigan State University, Summer 2010 MKT 317: Quantitative Business Research Methods (Undergraduate Core for all majors in Broad College of Business),, Summer 2011; Summer 2012; Summer 2013 MKT 302: Consumer and Organizational Buyer Behavior (Undergraduate Core for Marketing major),, Spring 2013 Graduate Teaching Assistant MKT 317: Quantitative Business Research Methods,, Fall 2010 Spring 2011, and Fall 2012 MKT 313: Personal Selling and Buying Processes,, Fall 2011 Spring 2012 GRADUATE COURSEWORK Primary Instructor Content Courses Professional Marketing Seminar Marketing Theory and Critical Analysis Seminar in Marketing Strategy Seminar in International Business Theory International Marketing Strategy Inter-Organizational Marketing Research International Consumer Behavior Institution and Behavioral Economics Global Marketing Seminar in Consumer Behavior Global and Business Environment Marketing Policies and Problems Methods Courses Causal Modeling in Marketing Marketing Models International Business Research Method Seminar in Organizational Research Methods Applied Regression Models in Business Research Advanced Methods in Marketing Research Diagnostic Techniques and Research Methods Dr. Cornelia L. Dröge Dr. G. Tomas M. Hult Dr. Tom Murtha Dr. Dawn Pysarchik Dr. David Schweikhardt Dr. Sheila L. Sasser Dr. Elizabeth Edwards Dr. Elif S. Persinger Dr. Harash J. Sachdev Dr. Roger J. Calantone Dr. Hari Sridhar and Dr. Roger J. Calantone Dr. G. Tomas M. Hult Dr. Remus Illies Dr. Paul A. Rubin Dr. Elizabeth Edwards Dr. Megan L. Endres 3 ChangSeob Yeo

4 SCHOLARLY SERVICE AND AFFILIATION Service Ad Hoc Reviewer for Journal of International Marketing (2010 to present) Reviewer for Proceedings of the Academy of Marketing Science (AMS) Annual Meeting, New Orleans, LA, 2012: International Business Track Discussant of the Academy of Marketing Science (AMS) Annual Meeting, Coral Gables, FL, Professional Affiliations AMA ACR Participation in Professional Events and Trainings MSU Responsible Conduct of Research Training, East Lansing, MI, 2011 and 2012 The 11 th Annual Graduate Research Fair, Eastern Michigan University, Ypsilanti, MI, 2008 AWARDS AND HONORS Doctoral Fellowship (Full Tuition and Stipend),, 2010-current Summer Research Fellowship,, 2013 Spring Research Fellowship,, 2013 Summer Graduate Office Fellowship,, 2012 Summer Research Fellowship, 2011 Summer Research Fellowship, 2010 Outstanding Academic Achievement Award (Beta Gamma Sigma, The International Honor Society for Collegiate Schools of Business), Eastern Michigan University, 2009 National Scholarship, Eastern Michigan University, DUO-Korea Fellowship, ASEM-DUO Fellowship Korea, 2004 Scholarship, Pohang College, ACADEMIC POSITIONS HELD Instructor, The Eli Broad College of Business,, East Lansing, MI, current Research and Teaching Assistant, The Eli Broad College of Business,, East Lansing, MI, 2010-current OTHER PROFESSIONAL EXPERIENCE Togun Tech Co., Ltd Military Service, Republic of Korea Marine Corps, Pohang, South Korea 4 ChangSeob Yeo

5 STUDENT ORGANIZATION ADVISING Advisor of MSU Marketing Members (MMM the marketing student group), Michigan State University, 2010-current. Vice President of Korean Student Group, Eastern Michigan University, LANGUAGE English (fluent); Japanese (intermediate); Korean (native) REFERENCES Dr. Roger J. Calantone, Professor (Advisor) Director, Marketing Doctoral Program Eli Broad Chaired University Professor of Business Director, Institute for Entrepreneurship and Innovation, East Lansing MI Phone: (517) Website: Dr. R. Dale Wilson, Professor Chairperson, East Lansing MI Phone: (517) Website: Dr. Thomas J. Page, Associate Professor, East Lansing MI Phone: (517) Website: Dr. Clay M. Voorhees, Assistant Professor, East Lansing MI Phone: (517) Website: 5 ChangSeob Yeo