Ahreum Maeng

Associate Professor

amaeng@ku.edu

Primary office:

785.864.4568

Capitol Federal Hall, 2183

University of Kansas

Bio
Academics
Publications

Academic Area

Marketing

Background

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.

Education

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 Rajeev Batra, Diann Brei, & Colleen Seifert (Eds.), 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.

Search form