JaeHwan Kwon

Associate Professor - Marketing

Contact Information

Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Paul L. Foster Campus for Business and Innovation Marketing.220.09

Educational Background

  • PHD - Marketing, University Of Iowa
  • MS - Marketing, New York University
  • MBA - Marketing, Yonsei University
  • BS - Environmental Science, Korea University

Work Experience

  • Associate Professor of Marketing, Baylor University (2021 - Present)
  • Assistant Professor of Marketing, Baylor University (2015 - 2021)


  • Management, KLDC (Korea Land Development Corporation) (2006 - 2006)
  • Management, LG Electronics (2006 - 2006)
  • Management, Dong-Hwa Nature Flooring (2005 - 2005)
  • Management, General Motors Korea (2005 - 2005)
  • Management, DaeHong Communications (2004 - 2004)
  • Management, KPS (Korea Postal Service), South Korea (2004 - 2004)
  • Management, SK Telecom (2004 - 2004)

Awards and Honors

  • Professors Institue Fellow, Marketing EDGE/Brierley Institute (2019)
  • Young Researcher Award, Hankamer School of Business (2019)
  • AMA-Sheth Doctoral Consortium, Faculty Fellow, American Marketing Association (2017)
  • Young Investigator Development Program and Award ($25,000), Vice Provost for Research at Baylor University (2016)
  • Betta Gamma Sigma (2015)
  • Qualtrics Behavioral Research Grant, Qualtrics (2015)
  • Rising Stars, Baylor University (2015)
  • AMA-Sheth Doctoral Consortium Fellow, American Marketing Association (2014)
  • Ballard and Seashore Dissertation Proposal Award ($20,000), University of Iowa (2014)
  • Haring Doctoral Symposium Fellow, Kelly School of Business, Indiana University (2014)
  • James F. Jakobsen Conference, Best Paper Award Winner, University of Iowa (2014)
  • Murthy Memorial Prize for Excellence in Teaching, University of Iowa (2014)
  • Mittelstaedt Doctoral Symposium Fellow, University of Nebraska (2013)
  • Amore Pacific Marketing Strategy Competition Award (2005)
  • Hyundai Motors Marketing Forum & Competition Award ($10,000) (2005)

Professional Memberships

  • Editorial Board, Asia Marketing Journal (2021 - Present)
  • Editorial Board, Journal of Psychological Research (2019 - Present)
  • Editorial Review Board, European Journal of Marketing (2019 - Present)
  • Editorial Board, Journal of Marketing Thought (2018 - Present)
  • American Marketing Association (2014 - Present)
  • Society for Judgment and Decision Making (2014 - Present)
  • Association for Consumer Research (2011 - Present)
  • Society for Consumer Psychology (2010 - Present)


Basic or Discovery Scholarship

"Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive versus Affective Appeal in Education Marketing Messages," Journal of Marketing Research, Vol. 59, No. 1, (February 2022), pp. 173-190 (coauthors: Lingjiang "Lora" Tu, Huachao Gao).

"The Numerical Precision Effect: How Precision of Attribute Information Affects Adoption of New Technology Products," Journal of Consumer Psychology, Vol. 32, No. 1, (2022), pp. 69-76 (coauthors: Hanyong Park).

"Contagious Endowment Effects Across Transactions," European Journal of Marketing, (2021) (coauthors: Tae-Hyung Pyo, Thomas Gruca, Dhananjay Nayakankuppam).

"The Role of Marketing Capability in Linking CSR to Corporate Financial Performance: When CSR Gives Positive Signals to Stakeholders," European Journal of Marketing, Vol. 53, No. 7, (November 2019) (coauthors: Sean Yim, Young Han Bae, Hyunwoo Lim).

"Construction and Retrieval of Evaluative Judgments: The Attitude Strength Moderation Model," Journal Of Experimental Social Psychology, Vol. 76, No. 3, (2018) (coauthors: Dhananjay Nayakankuppam, Joseph R. Priester, Leigh Anne Donovan, Richard E. Petty).

"Two Different Views on the World Around Us: The World of Uniformity versus Diversity," PLOS ONE, Vol. 11, No. 12, (2016) (coauthors: Dhananjay NayaKankuppam).

"Effective Luxury Brand Advertising: The ES–IF Matching (Entity-Symbolic vs. Incremental-Functional) Model," Journal of Advertising, Vol. 45, No. 4, (2016), pp. 459-471 (coauthors: Yuri Seo, Dongwoo Ko).

"Strength Without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitude," Journal of Consumer Research, Vol. 42, No. 2, (2015), pp. 316-339 (coauthors: Dhananjay Nayakankuppam).

Presentations and Proceedings

Basic or Discovery Scholarship

"The Numerical Precision Effect: How Precision of Attribute Information Affects Adoption of New-Technology Products," presented at the Association for Consumer Research, Virtual, 2020.

"Embodied States Bias Judgments of Information Quality," presented at the Society for Judgment and Decision Making, New Orleans, LA, November 2018.

"Data... the 'Hard' and 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength," presented at the Association for Consumer Research, Dallas, TX, October 2018.
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