Helen HaeEun Chun

Helen HaeEun Chun
Cornell University | CU · SC Johnson College of Business - Hotel School

About

20
Publications
55,616
Reads
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984
Citations
Citations since 2016
11 Research Items
915 Citations
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Introduction
I am a consumer psychologist and behavioral scientist studying consumer experience, emotions, prosocial and sustainable consumer behavior, and branding. My other ongoing work examines digital consumers and technology-driven consumer insights.

Publications

Publications (20)
Article
Full-text available
In Study 1, the authors find that people are more satisfied with a service experience when they choose to participate in the provider's voluntary green program (e.g., recycling)-an effect mediated by the "warm glow" of participation. The downside, however, is that this same mechanism decreases satisfaction among people who choose not to participate...
Article
Full-text available
We examine the conceptual difference between consumer electronic word-of-mouth on online social sites (sWOM) such as Facebook and traditional face-to-face word-of-mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word-of-mouth can be explained by social risk associated with di...
Article
Full-text available
We demonstrate that anticipating pride from resisting temptation facilitates self-control due to an enhanced focus on the self while anticipating shame from giving in to temptation results in self-control failure due to a focus on the tempting stimulus. In two studies we demonstrate the effects of anticipating pride (vs. shame) on self-control thou...
Article
Full-text available
Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand’s growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extens...
Article
Full-text available
Purpose This article examines the new phenomenon of the convergence of platform and pipeline business models. It examines the potential synergies and challenges for platforms to add pipeline components and vice versa for pipeline businesses. Design/methodology/approach This paper uses a conceptual approach that synthesizes and integrates the liter...
Article
Full-text available
Companies are increasingly using cause-related marketing campaigns to engage consumers during the purchase process and highlight their own corporate social responsibility initiatives. One growing trend among retailers is the use of charity campaigns, where cashiers or technologies solicit consumers to donate money at checkout. Though these checkout...
Article
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Purpose The purpose of this paper is to examine peer-to-peer sharing platform business models, their sources of competitive advantage, and the roles, motivations and behaviors of key actors in their ecosystems. Design/methodology/approach This paper uses a conceptual approach that is rooted in the service, tourism and hospitality, and strategy lit...
Article
Full-text available
Checkout charity is a phenomenon whereby frontline employees (or self-service technologies) solicit charitable donations from customers during the payment process. Despite its growing ubiquity, little is known about this salient aspect of the service experience. The present research examines checkout charity in the context of fast-food restaurants...
Article
Full-text available
Five studies, using diverse methodologies, distinct consumption experiences, and differentmanipulations, demonstrate the novel finding that savoring an upcoming consumption experience heightens enjoyment of the experience both as it unfolds in real time (ongoing enjoyment) and when it is remembered (remembered enjoyment). This theory predicts that...
Article
Full-text available
This article presents four studies that replicate and extend a recent article examining how guest participation in voluntary green programs (e.g., towel reuse) increases service satisfaction by evoking a “warm glow” response. Importantly for managers, we not only replicate across new hospitality and service contexts but also conceptualize alternati...
Article
Full-text available
In the marketplace, complimentary gifts can take the form of experiential elements (e.g., a meal) or material items (e.g., tangible objects such as a mug). We identify these free gifts as a meaningful service design choice that helps service providers innovate service. Specifically, we examine the circumstances under which experiential or material...
Article
Full-text available
The mindset framework and its downstream effects provide exciting new opportunities to explore one of the powerful drivers of consumer and organizational behavior. To advance discussions on the concept and applications of mindsets in consumer research and in the marketplace, we (1) provide conceptual and contextual clarity into the signaling mechan...
Article
Full-text available
Calls for increased transparency and reduced information asymmetry between service firms and their customers are getting louder in the marketplace. Yet, it remains unclear what exactly constitutes transparency in the eyes of customers and how, if at all, service firms benefit from it. This research contributes to extant knowledge by articulating th...
Article
Full-text available
Purpose The purpose of this research is to first demonstrate a “green backlash” effect whereby evaluations of a large service organization decrease after the organization announces a new green practice and second, explore how the presence of green competitors might moderate this effect. Design/methodology/approach The approach includes one explora...
Chapter
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This chapter focuses on how to seek ways to improve guests' experience. Managers can get guests to focus on the positive aspects of their experiences; their perceptions of operations and their evaluations will likely improve. Managers can help guests pay attention to their specific consumption, experience and increase their awareness of the resulti...
Chapter
Full-text available
The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reade...
Article
Full-text available
We examine the differential effects of anticipating shame vs. guilt on choice likelihood of a hedonic product. The results demonstrate that when offered a hedonic snack (chocolate cake) consumers who anticipate shame are significantly less likely to choose to consume it compared to those who anticipate guilt. Anticipating guilt also has a more circ...
Article
Full-text available
Building on prior work (MacInnis and de Mello (2005) 'The concept of hope and its relevance to product evaluation and choice'. Journal of Marketing 69(January), 1-14; de Mello and MacInnis (2005) 'Why and how consumers hope: Motivated reasoning and the marketplace'. Inside Consumption: Consumer Motives, Goals, and Desires, S. Ratneshwar and D. G. M...

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Projects

Project (1)
Project
Our research on platform business models explores issues surrounding how these businesses are competing with traditional incumbents across industries, and how incumbents can respond in an increasingly competitive economy.