3917 0448
KK 725
- 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
Theresa (Tess) Kwon is an Assistant Professor of Marketing at the University of Hong Kong’s Business School.
Kwon studies consumer behavior in social contexts, with particular expertise in shared consumption, solo and joint decision-making, choices for self and others, and how they affect consumer well-being. Her dissertation 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.
Kwon’s research has been recognized with several prestigious awards and honors, including the SCP Schumann Dissertation Proposal Award (2022), the John A. Howard/AMA Doctoral Dissertation Award Honorable Mention (2024), and the AMS Mary Kay Doctoral Dissertation Award Finalist (2025).
- Marketing Research (MKTG 3502)
- Shared consumption
- Solo and joint decision-making
- Choices for self and others
- Consumer well-being
- Kwon, Theresa A., Peggy J. Liu, and Kelly L. Haws, “It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others’ Involvement across the Customer Decision Journey,” Journal of Marketing Research, forthcoming.
- 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, 34 (3), 187-194.
- 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, 416–444.
- 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.
- Shteynberg, Garriy, Theresa A. Kwon, Seong-Jae Yoo, Heather Smith, Jessica Apostle, Dipal Mistry, and Kristin Houser (2021), “Many Minds Make Money: People are Slower to Destroy Novel Currency Known to More Ingroup Members,” Journal of Theoretical Social Psychology, 5 (3), 307–313.
- AMS Mary Kay Doctoral Dissertation Award Finalist, 2025
- 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