Helen HaeEun Chun

Biography

Professor Helen Chun is an associate professor of services marketing and a consumer psychologist who creates behavioral insights into managing and enhancing consumer experiences. She is particularly passionate about studying the role of emotions, customer experience design, branding, and prosocial and sustainable behaviors. Her ongoing work examines consumer experiences in the context of emerging media and digital technology. Her research papers have been published in leading marketing and services journals, such as Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, and Service Science.

Professor Chun teaches Consumer Behavior and Marketing Management for Services. She has been honored with the Hotel School's Teacher of the Year Award multiple times, Ted Teng '79 Dean's Teaching Excellence Award, and she is a Merrill Presidential Scholar Outstanding Educator Honoree at Cornell University.

Previously, she also 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

• Chun, 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, 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, Helen; Hsu, Liwu. "The Warm Glow of Restaurant Checkout Charity"Cornell Hospitality Quarterly. 58.4 (2017): 329-341
• Pragya, Mathur; Chun, Helen; Durairaj, Maheswaran. "Consumer Mindsets and Self-Enhancement: Signaling versus Learning"Journal of Consumer Psychology. 26.1 (2016): 142-152
• Giebelhausen, Michael; Chun, 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, 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, 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, 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
• Liu, Yeyi; Eisingerich, Andreas; Auh, Seigyoung; Merlo, Omar; Chun, Helen. "Service Firm Performance Transparency: How, When, and Why Does It Pay Off?"Journal of Service Research. 18.4 (2015): 451-467
• Patrick, Vanessa; Chun, Helen; MacInnis, Deborah. "Affective Forecasting and Self-Control: When Anticipating Pride Wins over Other Emotions in a Self-Regulation Context"Journal of Consumer Psychology, Ed. C. Park. 19.3 (2009): 537–545

Awards and Honors

• Teacher of the Year Award (Graduate Elective) (2018) Cornell School of Hotel Administration
• Faculty Teaching Recognition Award - Undergraduate Elective (2017) Cornell SC Johnson College of Business, School of Hotel Administration
• Small Grant Award (2016) Cornell Institute of Social Science
• Merrill Presidential Scholar Outstanding Educator Award (2015) Cornell University
• The 2011 Ted Teng '79 Dean's Teaching Excellence Award (2011) Cornell University School of Hotel Administration

Recent Courses

• HADM 3470/HADM 6470 - Consumer Behavior
• HADM 2410 - Marketing Principles

Academic Degrees

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