Ahreum Maeng

Assistant Professor
Primary office:
Capitol Federal Hall
Room 2183
University of Kansas

Academic Area



PhD. Marketing, University of Wisconsin Madison

M.S. Marketing, University of Alabama

M.B.A. Marketing, Hanyang University, Korea

B.A. Advertising and PR, Hanyang University, Korea

Research Interests

Social Cognition & Social Perception

Affective & Motivational Influences on Judgment and Decision

Risk Perception


Ahreum Maeng is an assistant professor in Marketing at the KU School of Business. Her research is in the area social cognition and social perception with specific emphasis on the role of adaptive psychological mechanisms, especially emotion and motivation, playing in social contexts in shaping judgment and decision-making. She examines a wide range of social phenomena from individuals’ face perceptions to social crowding to answer questions about how consumer decisions are influenced by these social contexts. Her work has published at top marketing and psychology journals including Journal of Consumer ResearchJournal of Marketing Research, and Journal of Experimental Social Psychology and has been featured in a variety of media outlets including Wall Street Journal and Science Daily. She has intensive work experience at the world's top-notch advertising agencies including TBWA and Dentsu, Young & Rubicam.

Selected Publications

Maeng, Ahreum, Robin J. Tanner, and Dilip Soman (2013) “Conservative When Crowded: Crowding and Consumer Choices,” Journal of Marketing Research, Forthcoming.

Maeng, Ahreum and Robin Tanner (2013), “Construing in a Crowd: The Effects of Social Crowding on Mental Construal,” Journal of Experimental Social Psychology, Forthcoming.

Tanner, Robin and Ahreum Maeng (2012) "A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference," Journal of Consumer Research, 39, no. 4: 769-783.

Maeng, Ahreum and Robin J. Tanner (2011) "Does a Crowded Store Lead to a Crowded Mind? Crowding and Mental Construal of Product Features," Advances in Consumer Research (39), 561-562.

Teaching Interests

  • Consumer Behavior
  • Brand Management
  • Marketing Management
  • Marketing Research
  • Marketing Communications

Research Interests

  • Social Cognition & Social Perception
  • Affective & Motivational Influences on Judgment and Decision
  • Risk Perception

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