How To Understand The Consumer Choice In Korea

Transcription

1 YOUNGJU KIM 201 LG-Posco Business Building Phone: +82-(10) AnamDong, SungbukGu, Seoul, Korea EDUCATION Business School, Korea Ph.D. in Marketing, Aug M.S. in Marketing, Aug B.S. in Business Administration, Feb University of Wisconsin-Madison, Madison, WI Visiting Scholar in Marketing, Oct.2011-Sep.2012 (Sponsored by Neeraj Arora) University of Florida, Gainesville, FL Exchange Student in M.S. program, Aug Dec EMPLOYMENT Mar present Research Professor (Non-tenure track) Business School, Korea RESEARCH INTERESTS Demand Model and Choice Model Non-compensatory Decision Rules and Consideration Set Bayesian Statistics in Marketing Research Entertainment Markets PUBLICATION Aribarg, Anocha, Neeraj Arora, Ty Henderson and Youngju Kim (2014), "Private Label Imitation of a National Brand: Implications for Consumer Choice and Law," Journal of Marketing Research, LI (December), Alphabetical order, all authors contributed equally WORKING PAPER Kim, Youngju, Jaehwan Kim and Greg M. Allenby (2015), "Conjunctive Screening in Models of Multiple Discreteness," in preparation for submission to Marketing Science. (Job Market Paper) Youngju Kim (June 2015) 1 / 5

2 Abstract Consumer demand for products often results in the purchase of multiple goods at the same time. Corner solutions, or the non-purchase of items, occur when consumers have strong preference for some goods that do not satiate and weak preference for other goods. However, if non-purchase arises because a consumer finds particular brands and attributes unacceptable, leading to the formation of a consideration set, then estimates of preference will be too extreme and measures of preference and satiation will be biased. In this paper we develop a model of multiple discreteness, or horizontal variety, with conjunctive screening of the alternatives that removes offers from consideration. We find that conjunctive screening accounts for many of the observed corner solutions in our data and leads to estimates of preference and satiation that differ from traditional, compensatory model estimates. We explore implications for disentangling non-purchase due to consideration set formation using a conjoint data set of yogurt purchase. WORK IN PROGRESS "The Impact of Individual Level Heterogeneity in Reference Price Formulation Effects on Retailer Policies," with Chul Kim and Jaehwan Kim, preparing manuscript, to be submitted to Marketing Science. "Modeling Group Buying Behavior in Multiple Discreteness" with Neeraj Arora and Jaehwan Kim, model development, to be submitted to Marketing Science. "Investigating Consumers Limited Response on Retailer's Pricing Policy with Eye Tracking Data" with Neeraj Arora and Jaehwan Kim, model development, to be submitted to Journal of Marketing Research. PUBLICATIONS IN KOREAN JOURNALS Kim, Youngju, Dongsoo Kim, and Jaehwan Kim (2014), "Non-Compensatory Decision for Movie Choice: Role of Genre and Online Word of Mouth," Journal of Korean Marketing Association, 29 (1), (manuscript in Korean) Kim, Youngju and Jaehwan Kim (2013), "Movie Choice under Joint Decision: Reassessment of Online WOM effects," Asia Marketing Journal, 15 (1), (Best Research Award) Kim, Youngju, Jinhwan Kim, Myeng Ki Kim, and Jaehwan Kim (2012), "Analysis of Preference for Medical Service Attributes Accounting for Demand Interdependence," Journal of Consumption Culture, 15 (2), (manuscript in Korean) SELECTED PRESENTATIONS "Private Label Imitation of a National Brand: Implications for Consumer Choice and Law" - Invited talk, Kyungpook National University, Korea, Dec Invited talk,, Korea, Nov Invited talk, Sungkyunkwan University, Korea, Nov Brown bag seminar,, Korea, Nov Youngju Kim (June 2015) 2 / 5

3 - Marketing Science Conference, Boston, Massachusetts, June, 2012 "Conjunctive Screening in Models of Multiple-Discreteness" - Korean Marketing Management Association, Korea, Aug "Estimating Consumer's Movie Choice with Non-compensatory Decision Analysis" - Marketing Science Conference, Turkey, Jul Modeling Social Influence and Intra-group Interaction" - Marketing Science Conference, Houston, Texas, June 2011 "Movie Choice under Joint Decision" - Marketing Science Conference, Germany, June 2010 TEACHING EXPERIENCE Instructor Marketing Analysis in Data Science (MS/PhD), Kookmin University, Fall 2014 Marketing Analytics in Big Data MBA (MBA), Kookmin University, Spring 2014 Marketing Research, Kookmin University & University of Seoul, Spring 2013 Marketing Principle,, Summer 2011 & Fall 2014 Teaching Assistant (Instructor: Dr. Jaehwan Kim, Mar Aug. 2014) Undergraduate: Marketing Engineering, Marketing Management, Marketing Research, Marketing Strategy Graduate: Marketing Research (MS), Research Methodology in Marketing (MS), Doctoral Seminar in Quantitative Marketing I, II (PhD) MBA: Marketing Management, Marketing Research, Data, Uncertainty and Decision BOOK CHAPTERS Marketing Case Study, The Federation of Korean Industries - The Failure of Bob Yogurt, Pricing Strategies for Florida Homes, How to Solve the Opportunism in Distribution Channels, 2009 AWARDS AND HONORS SK award,, 2015 Winner of Doctoral Thesis Competition, Korean Marketing Association, 2014 Best Research Award, Asia Marketing Journal, 2013 INFORMS Doctoral Consortium Fellow, Honorable Mention, Nationwide Master's Thesis Award Competition, 2008 Research International Award, Research International, 2007 Scholarship, Business School, Youngju Kim (June 2015) 3 / 5

4 INDUSTRY EXPERIENCE Dongbu Insurance Company, Seoul, Korea, Junior Manager, Corporate Social Responsibility (CSR) Department SELECTED GRADUATE COURSEWORK (* offered in English) Marketing Doctoral Seminar in Quantitative Marketing I* (Jaehwan Kim) Doctoral Seminar in Quantitative Marketing II: Bayesian approach* (Jaehwan Kim) Seminar in Marketing II: Quantitative approach* (Shijin Yoo) Research Methodology in Marketing (Janghyuk Lee) Research Methodology (Yongduk Pak) Doctoral Seminar in Research Methodology* (Kwanho Suk) Doctoral Seminar in Consumer Behavior* (Kwanho Suk, Gangseong Ryu) Strategic Marketing Management (Gangseong Ryu) Doctoral Seminar in Managerial Marketing (Sangyong Kim) B to B Marketing (Jaewook Kim) Internet Marketing and Advertising Strategy (Doohee Lee) Seminar in Marketing II: Advertising (Doohee Lee) Marketing (taken at University of Florida) Introduction to Managerial Statistics* (Jinhong Xie) Advanced Managerial Statistics* (Jinhong Xie) Marketing (audited) Advanced Research Seminar in Marketing* (Greg M. Allenby) Statistics Mathematical Statistics I * (Hyoungjun Cho) Mathematical Statistics II* (Taeryon Choi) Multivariate Statistical Analysis* (Mingyue Park) Bayesian Statistics* (Juwon Song) Statistical Computing Methods* (Jayong Koo) Introduction to Probability* (Andrew Rosalsky, University of Florida) Economics Microeconomics* (Biungghi Ju, Woojin Lee) Econometrics* (Myoungjae Lee) REFERENCES Jaehwan Kim (Chair), Professor Greg M. Allenby, Professor Business School Fisher College of Business The Ohio State University Tel: +82 (2) Tel: (614) jbayes@korea.ac.kr allenby.1@osu.edu Youngju Kim (June 2015) 4 / 5

5 Neeraj Arora, Professor Shijin Yoo, Associate Professor Wisconsin School of Business Business School University of Wisconsin-Madison Tel: (608) Tel: +82 (2) Weon Sang Yoo, Associate Professor Business School Tel: +82 (2) Youngju Kim (June 2015) 5 / 5