Jennifer S. Hong, PhD

Jennifer S. Hong is an Assistant Professor of Marketing at Albers School of Business and Economics, where she teaches Introduction to Marketing and Marketing Analytics. Her research focuses on consumer responses to different marketing strategies, such as product bundling, retail/advertisement signage, and global segmentation. She also explores motivational and contextual factors that affect probability judgments.

Today's consumers are increasingly concerned about the role businesses play in addressing social and environmental issues and expect them to assume responsibility for their impact. The demand for Corporate Social Responsibility has grown, leading consumers to closely scrutinize instances of potential Corporate Social Irresponsibility. Recognizing the significance of this issue, Professor Hong, as a Faculty Fellow, aims to investigate the various factors that influence consumer reactions to corporate wrongdoings.

Recent Research:

Hong, J. S., Longoni, C., & Morwitz, V. G. (2023). Proximity bias: Interactive effect of spatial distance and outcome valence on probability judgments. Journal of Consumer Psychology, forthcoming. https://doi.org/10.1002/jcpy.1341

Hong, J. S. and Isaac, M. S. (2021). Location, location, location: The effect of clutter on the  evaluation and aesthetic judgment of off-premise signage. Interdisciplinary Journal of Signage and Wayfairing, 5(1), 20–40. https://doi.org/10.15763/issn.2470-9670.2021.v5.i1.a77

Hong, J. S., & Bonezzi, A. (2020). Bundling products worldwide: How self-construal  influences product bundle evaluation. In J. Argo, T. M. Lowrey, & H. J. Schau (Eds.), NA - Advances in Consumer Research (Vol. 48, Pp. 408-409). Association for Consumer Research.

Hong, J. S., Bonezzi, A., & Meyvis, T. (2019). The downside of product bundle customization. In R. Bagchi, R. L. Block, & L. Lee (Eds.), NA - Advances in Consumer Research (Vol. 47, Pp. 627-628). Association for Consumer Research.