Helen HaeEun Chun

Biography

Helen Chun is the Kyungbae Suh Professor of Global Marketing and an associate professor of marketing at the Nolan Hotel School, Cornell SC Johnson College of Business. As a behavioral scientist, she has investigated diverse drivers of customer experience management, service design, branding, and the adoption of emerging media and digital technologies. Her current work examines the implications of collaborative consumption, sustainable service ecosystems, and corporate social responsibility initiatives, with a particular focus on fostering prosocial and sustainable behaviors at both societal and global levels. Her research has appeared in leading marketing and services journals, including the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, and Service Science.

Chun teaches Consumer Behavior and Marketing Management for Services. She has been honored with the Nolan School's Teacher of the Year Award seven times, Ted Teng '79 Dean's Teaching Excellence Award, and Merrill Presidential Scholar Outstanding Educator at Cornell University. She is frequently invited to educate global industry leaders on marketing and customer journey.

Previously, Chun taught at the Medill School of Journalism, Media, and Integrated Marketing Communications and the Kellogg School of Management at Northwestern University. She earned her PhD in business administration (marketing) from the Marshall School of Business at the University of Southern California.

Selected Publications

• Gelbrich, Katja; Kerath, Alina; Chun, HaeEun Helen. "Matching digital companions with customers: The role of perceived similarity"Psychology and Marketing. 40.11 (2023): 2291-2305
• Giebelhausen, Michael; Lawrence, Benjamin; Chun, HaeEun Helen. "Doing Good While Behaving Badly: Checkout Charity Process Mechanisms"Journal of Business Ethics. 172 (2021): 133-149
• Chun, HaeEun Helen; Park, Joowon; Thomas, Manoj. "Cold Anticipated Regret versus Hot Experienced Regret: Why Consumers Fail to Regret Unhealthy Consumption"Journal of the Association for Consumer Research. 4.2 (2019): 125-135
• Chun, HaeEun Helen; Diehl, Kristin; MacInnis, Deborah. "Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment"Journal of Marketing. 81.3 (2017): 96-110
• Giebelhausen, Michael; Lawrence, Benjamin; Chun, HaeEun Helen; Hsu, Liwu. "The Warm Glow of Restaurant Checkout Charity"Cornell Hospitality Quarterly. 58.4 (2017): 329-341
• Pragya, Mathur; Chun, HaeEun Helen; Durairaj, Maheswaran. "Consumer Mindsets and Self-Enhancement: Signaling versus Learning"Journal of Consumer Psychology. 26.1 (2016): 142-152
• Giebelhausen, Michael; Chun, HaeEun Helen; Cronin, Joseph; Hult, Tomas. "Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction"Journal of Marketing. 80.4 (2016): 56-71
• Chun, HaeEun Helen; Hiang, Yue Woon. "Free Drink or Free Mug? Managing Service Experience with Complimentary Gifts"Service Science. 8.2 (2016): 184-202
• Eisingerich, Andreas; Chun, HaeEun Helen; Liu, Yeyi; He, Jia; Bell, Simon. "Why recommend a brand face-to-face but not on Facebook? How eWOM on online social sites differs from traditional WOM"Journal of Consumer Psychology, Ed. Connie Pechman. 25.1 (2015): 120-128
• Chun, HaeEun Helen; Park, Choong W.; Eisingerich, Andreas; MacInnis, Deborah. "Strategic Benefits of Low Fit Brand Extensions: When and Why?"Journal of Consumer Psychology, Ed. Connie Pechman. 25.4 (2015): 577-595

Awards and Honors

• Faculty Teaching Recognition Award - Second Year Core Fall (2025) Cornell Nolan School of Hotel Administration
• Teacher of the Year Award (2022) Cornell Nolan School of Hotel Administration
• Best Paper in Technology and Service (2022) 12th ServSig
• 2021 Best Reviewer Award (2022) Journal of Service Research
• Faculty Teaching Award (2021) Cornell Nolan School of Hotel Administration

Recent Courses

• HADM 7430 - Marketing Management for Services
• HADM 2430 - Marketing Management for Services

Academic Degrees

• PhD Marshall School of Business, University of Southern California, 2009
• MS Seoul National University, 2001
• BS Seoul National University, 1999