Ahreum Maeng

Associate Professor
Primary office:
Capitol Federal Hall, 2183
University of Kansas


Academic Area



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.


  • PhD. in Marketing, University of Wisconsin Madison
  • M.S. in Marketing, University of Alabama
  • MBA (Concentration in Marketing), Hanyang University, Korea
  • B.A. in Advertising and PR, Hanyang University, Korea

Research Interests

  • Social Cognition
  • Social Perception
  • Motivation and Emotion
  • Crowding
  • Threat
  • Dominance
  • Power
  • Status
  • Social Class
  • Risk Perception

Selected Publications

Maeng, A., & Aggarwal, P. (2018). Facing Dominance: Anthropomorphism and the Effect of Product Face Ratios on Consumer Preferences [Journal Articles]. Journal of Consumer Research, 44(5), 1104–1122. https://doi.org/10.1093/jcr/ucx090
Maeng, A., & Aggarwal, P. (2017). Gaining Power through Dominant Looking Products: The Influence of Social Inequality on Consumption Behavior [Book Chapters]. In D. Maheswaran & T. Puliyel (Eds.), Perspectives on Indian Consumer Behavior. Oxford University Press.
O’Guinn, T., Tanner, R., & Maeng, A. (2015). Turning to Space: Social Density, Social Class and the Value of Things in Stores [Journal Articles]. Journal of Consumer Research, 42(2), 196–213. https://doi.org/10.1093/jcr/ucv010
Maeng, A., & Aggarwal, P. (2015). Dominant Designs: The Effect of Product Face-Ratio on Perceived Product Dominance and Consumer Preferences [Book Chapters]. In Psychology of Design: Creating Consumer Desire.
Maeng, A., Tanner, R., & Soman, D. (2013). Conservative When Crowded: Social Crowding and Consumer Choices [Journal Articles]. Journal of Marketing Research, 50(6), 739–752. https://doi.org/10.1509/jmr.12.0118
Maeng, A., & Tanner, R. J. (2013). Construing in a Crowd: The Effects of Social Crowding on Mental Construal [Journal Articles]. Journal of Experimental Social Psychology, 49(6), 1084–1088. https://doi.org/10.1016/j.jesp.2013.07.010
Tanner, R. J., & Maeng, A. (2012). A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference [Journal Articles]. Journal of Consumer Research, 39(4), 769–783.

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