Kim brings expertise in consumer behavior and methodology to tourism studies
Distinguished researcher joins Department of Hospitality, Hotel Management and Tourism
Jungkeun Kim, Ph.D., brings a strong focus on consumer behavior and expertise in experimental methodology to his new position as an associate professor in the Texas A&M College of Agriculture and Life Sciences Department of Hospitality, Hotel Management and Tourism.
His primary research interests focus on consumer decision-making and behavior, with applications in areas such as COVID-19, new technology adoption, moral and ethical consumption and behavioral pricing across tourism/hospitality and marketing.
A vision of research and service
Texas A&M University’s reputation for excellence first drew Kim to the Department of Hospitality, Hotel Management and Tourism.
“The strong research culture, tradition and collaborative relationships among world-class colleagues — including esteemed scholars such as Dr. (John) Crompton, a University Distinguished Professor and associate head of graduate and undergraduate programs, as well as younger scholars and doctoral students — are among our key assets,” said Kim. “As an expert in experimental research, I hope to contribute to the continued success of this research both academically and practically.
“My research is on fundamentally important issues like encouraging sustainable tourism behaviors or adaptation of new technology — especially in certain population groups,” he added. “I want to change actual customer behavior to generate more socially desirable outcomes.”
Kim’s research on the consumption of counterfeit luxury brand merchandise is a prime example. His work challenges the traditional assumption about the role of cognitive resources — such as planning, decision-making and coping skills — in this behavior. Contrary to conventional theory, he suggests that unethical behaviors are not always driven by limited cognitive resources. Instead, they can be fueled by abundant cognitive resources, facilitated by justifying unethical actions.
Kim believes that a deeper understanding of social phenomena enables the development of more effective social impact policies and communication strategies. Ultimately, this knowledge can contribute to building a better society.
More about Kim
Prior to joining Texas A&M, Kim served as associate professor of marketing at the Faculty of Business, Economics and Law at the Auckland University of Technology in New Zealand. He earned his doctorate in marketing from the University of Minnesota, and his master’s and bachelor’s degrees from Korea University.
Kim’s research on consumer behavior, featuring over 100 journal articles utilizing experimental methods, has been published in the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Consumer Psychology in the marketing field, as well as in the Journal of Travel Research, Tourism Management journal, the Annals of Tourism Research, the International Journal of Hospitality Management and more in the tourism and hospitality fields.
Outside of the classroom, Kim also serves as an associate editor of the peer-reviewed Australasian Marketing Journal.
