JaeHwan Kwon

Assistant Professor - Marketing

Contact Information

Campus Phone:  (254) 710-6168
Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Foster Business and Innovation Marketing.220.09

Educational Background

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

Work Experience

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


  • 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, 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

"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, (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," PL o S 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

"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.

"It Was Mine, I Tell You: Reclaiming Lost Endowment," presented at the Society for Consumer Psychology, Dallas, TX, February 2018.

"Mindset and Political Ideology: The ID–ER Model," presented at the Society for Consumer Psychology, Dallas, TX, February 2018.

"Contagious Endowment Effect: Dynamics in Reclaiming Lost Endowment," presented at the Society for Judgment and Decision Making, Vancouver, BC, November 2017.

"Your Lay Beliefs about Personality Predict Your Political Ideology," presented at the Association for Consumer Research, San Diego, CA, October 2017.

"Distorted Evaluative Space: Theory of Relativity in Human Evaluative Judgment," presented at the Texas Marketing Research Colloquium, Waco, TX, April 2017.

"Contagious Endowment Effect," presented at the Association for Consumer Research, Berlin, Germany, October 2016.

"Biased Motivation in Human Evaluative Judgments and Decisions," presented at the Texas Marketing Research Conference, Arlington, TX, March 2016.
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