Ji Kyung Park

Assistant Professor of Marketing

Department: Business Administration
Campus Address: 311 Alfred Lerner Hall
Newark, DE 19716
Phone: 302-831-1777


Ji Kyung Park, Assistant Professor of Business Administration; Marketing Area, received a B.A. in English Literature (minor in Business Administration) at Ewha Womans University (Seoul, Korea), an MBA at Yonsei University (Seoul, Korea), an M.A. in Statistics at Columbia University, and a Ph.D. in Marketing at the University of Minnesota. Prior to her academic career in marketing, Dr. Park worked for a brand consulting firm, Interbrand, as a researcher.

Her primary research focuses on how various aspects of the self influence consumers’ consumption behavior and explain the multi-facets of marketing phenomena, by drawing upon research in areas such as implicit self-theory, self-affirmation, self-esteem, and social identity.


  • Ph.D. - Business Administration, University of Minnesota, 2011
  • MA - Statistics, Columbia University, 2005
  • MBA - Yonsei University, 2002
  • BA - English Literature, Ewha Womans University, 2000
  • Curriculum Vitae


Park, Ji Kyung and Deborah Roedder John (forthcoming), "I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance" Journal of Marketing Research

Vohs, Kathleen D., Ji Kyung Park, and Brandon Schmeichel (2013), “Self-Affirmation Can Enable Goal Disengagement” Journal of Personality and Social Psychology, 104 (1), 14-27.

Park, Ji Kyung and Deborah Roedder John (2012), “Capitalizing on Brand Personalities in Advertising: Are Signaling or Self-Improvement Ad Appeals More Effective?” Journal of Consumer Psychology, 22 (3), 424-432.

Park, Ji Kyung and Deborah Roedder John (2011), “More than Meets the Eye: The Influence of Implicit versus Explicit Self-Esteem on Materialism,” Journal of Consumer Psychology, 21 (1), 73-87.

Park, Ji Kyung and Deborah Roedder John (2010), “Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?” Journal of Consumer Research, 37 (4), 655-669.

Awards & Honors

  • Excellence in Teaching Award, Carlson School of Management, University of Minnesota, 2010
  • AMA Doctoral Consortium Fellow, 2010
  • Honorable Mention, Society for Consumer Psychology Dissertation Proposal Competition, 2009
  • Carlson School of Management Dissertation Fellowship, 2009
  • Vaile Fellowship for Outstanding Ph.D. Student Recognition, University of Minnesota, 2008
  • McNamara Women’s Fellowship, University of Minnesota, 2008
  • Haring Symposium Representative, Indiana University, 2008
  • Henrickson Fellowship for Research Excellence, University of Minnesota, 2007


Ji is currently teaching the Introduction to Marketing for undergraduate students.

The Lerner College is home to a state-of-the-art financial trading facility, the $1.4 million student-led Blue Hen Investment Fund, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Lerner College faculty - like Anu Sivaraman, who is among Social Media Marketing Magazine’s “Top 100 Marketing Professors on Twitter” and’s “Top 50 Marketing Professors on Twitter” - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer experience-driven learning and emphasize evidence-based analytics methods to enrich the student experience. Here, finance students visit New York City’s financial districts for a first-hand look at markets trading and to meet with UD alumni.

Charles W. Horn, AS75, and wife Patricia, recently made a $3 million commitment to enhance and expand entrepreneurial studies.

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