Marketing and Consumer Behavior
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
- Social Cognition and Social Perception
- Power/Control, Status, and Social Emotions
- Influences of Social Contexts on Judgments and Decision
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 Research, Journal 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.
- Social Cognition
- Social Perception
- Motivation and Emotion
- Social Class
- Risk Perception
Maeng, A. & Aggarwal, P. (2018). Facing Dominance: Anthropomorphism and the Effect of Product Face Ratios on Consumer Preferences. Journal of Consumer Research, 44(5), 1104–1122. DOI://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. In D. Maheswaran & T. Puliyel (Eds.), Perspectives on Indian Consumer Behavior. Oxford University Press.
Maeng, A. & Aggarwal, P. (2015). Dominant Designs: The Effect of Product Face-Ratio on Perceived Product Dominance and Consumer Preferences. In B., B., S., & . (Eds.), Psychology of Design: Creating Consumer Desire.
Maeng, A. Tanner, R. & O’Guinn, T. (2015). Turning to Space: Social Density, Social Class and the Value of Things in Stores. Journal of Consumer Research, 42(2), 196-213. DOI://doi.org/10.1093/jcr/ucv010
Maeng, A. Tanner, R. & Soman, D. (2013). Conservative When Crowded: Social Crowding and Consumer Choices. Journal of Marketing Research, 50(6), 739-752. DOI://dx.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 of Experimental Social Psychology, 49(6), 1084-1088. DOI://dx.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 of Consumer Research, 39(4), 769-783.