Shinhyoung Lee

Shinhyoung Lee
Sookmyung Women's University · Division of Business Administration

Doctor of Business Administration

About

9
Publications
4,856
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32
Citations

Publications

Publications (9)
Article
Full-text available
Considering that returning a purchased product involves time costs to consumers, we posit that making a time cue salient will influence their likelihood of returning a product. Four studies reveal that consumers primed with time cues are less willing to return a product. Specifically, presenting time cues can reduce product returns by amplifying co...
Article
Full-text available
Purpose This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service reg...
Article
Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived te...
Article
Full-text available
The increase of the market size of MCN industry—in which companies usually generate their revenues through creator management—has been brought by the rapid growth of online video platform market. Among the companies who compete in the MCN market, Sandbox Network is noteworthy due to its fast growth. Established by a well-known creator who wanted to...
Article
Full-text available
Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product re...
Article
Full-text available
The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by...
Article
The current article sheds light on an important issue in marketing: how marketers can prevent consumers from returning previously purchased goods. This research examines the relationship between a gift-with-purchase promotion and consumer product returns, hypothesizing that consumers who purchase products that come with a free gift will be less lik...

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