Prof. Theresa Anna KWON
市场学
Assistant Professor
3917 0448
KK 725
Academic & Professional Qualification
- Ph.D. in Marketing, University of Pittsburgh, 2024
- Ph.D. in Retail, Hospitality, and Tourism Management, University of Tennessee, 2019
- M.S. in Textiles, Merchandising, and Fashion Design, Seoul National University, 2014
- B.S. in Clothing and Textiles (Cum Laude), Seoul National University, 2012
Biography
Theresa (Tess) Kwon is Assistant Professor of Marketing at the University of Hong Kong’s Business School. Prof. Kwon studies consumer behavior, with an emphasis on the social domain. Her particular expertise is within the realm of shared consumption, solo and joint decision-making, choices for self and others, and how they affect consumer well-being. Her dissertation, which won the SCP Schumann Dissertation Proposal Award (2022) and an honorable mention for the John A. Howard/AMA Doctoral Dissertation Award (2024), sheds light on novel factors that shape consumers’ decisions about whether to engage in consumption activities by themselves or with others in the first place.
Teaching
- Marketing Research (MKTG 3502)
Research Interest
- Shared consumption
- Solo and joint decision-making
- Choices for self and others
- Consumer well-being
Selected Publications
- Liu, Peggy J., Theresa A. Kwon, Ximena Garcia-Rada, Nicole You Jeong Kim (2025), “The Social Congruency Framework: Mapping Different Types of Social Consumption Experiences,” Current Directions in Psychological Science, forthcoming.
- Liu, Peggy J. and Theresa A. Kwon (2023), “The Psychology of Shared Consumption,” in the Cambridge Handbook of Consumer Psychology (2nd ed.), eds. Cait Lamberton, Derek Rucker, and Stephen Spiller.
- Liu, Peggy J. and Theresa A. Kwon (2022), “Predicting Others’ Social Interaction Preferences: What to Do, for How Long, and How Often,” Current Opinion in Psychology, 43, 139–145.
Awards and Honors
- John A. Howard/AMA Doctoral Dissertation Award Honorable Mention, 2024
- Haring Symposium Doctoral Fellow, Indiana University, 2023
- The Inman Family Fund Award, University of Pittsburgh, 2021, 2023
- SCP Schumann Dissertation Proposal Competition Winner, 2022
- AMA-Sheth Doctoral Consortium Fellow, 2022
- Sheth Scholar Fellowship, University of Pittsburgh, 2019, 2022
- ELG Fellowship, University of Pittsburgh, 2019