HaeEun Helen Chun

Biography

Professor Helen Chun is an Associate Professor of Services Marketing at the Cornell School of Hotel Administration. She earned her PhD in Business Administration (Marketing) from the Marshall School of Business at the University of Southern California. Professor Helen Chun’s research focuses on managing and enhancing consumer experience in the service setting with particular interests in the customer experience design, the role of emotions in consumer experience, branding, and prosocial and sustainability-related marketing issues. Her ongoing work examines technology-driven consumer insights and explores how an evolving high-tech interface disrupts the traditional marketing communications, fundamentally transforming consumer experiences throughout the consumer journey. 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 (at both undergraduate and graduate levels), the Ted Teng '79 Dean's Teaching Excellence Award, and the Merrill Presidential Scholar Outstanding Educator Award at Cornell University.

Selected Publications

• 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
• Liu, Yeyi; Eisingerich, Andreas; Auh, Seigyoung; Merlo, Omar; Chun, HaeEun 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, HaeEun 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