Full CV

Ph.D. (Marketing), University of Toronto , 2001

M.A. (Sociology and Social Demographics), Utah State University , 1990

B.A. (Political Science), Yonsei University , Korea , 1987

Academic Positions Held

Current Appointment:

Practice Assistant Professor, Singapore Management University (July 2007– Present)

Previous Appointment:

Assistant Professor, Singapore Management University (2002 – July 2007)

Assistant Professor of Marketing, INSEAD (1999 – 2002)

Other Position

Consumer Analyst, LG Electronics, Inc., Seoul, Korea (1990 – 1992)

Editorial Activities

Ad Hoc reviewer, Journal of Advertising.

Reviewer, Association of Consumer Research

Reviewer, Asia-Pacific Conference, Association of Consumer Research

Session Discussant, Association of Consumer Research Annual Conference, 2000

Honors & Awards

American Marketing Association Doctoral Consortium Fellow, 1998

University of Toronto Open Fellowship, 1993 – 1998

Utah State University Fellowship, 1988 – 1990

Yonsei University Fellowship, 1984, 1985

Course Taught in SMU

Marketing

Research Areas

Implicit Memory

Attitudes and Attitude Accessibility

Categorization

Consideration Set

Current Projects

Chung, Seh-Woong and Andrew A. Mitchell, “The Impact of Selective Attention and Attribute Priming on Brand Choice.”

Chung, Seh-Woong and Andrew A. Mitchell, “The Effects of Attitudes, Attitude Accessibility, and Perceptual Fluency on Brand
Choice.”

The Strategic role of Product Modularity: A Demand-Side Perspective (with Jin Kyung Han, Singapore Management University ).

The Role of Demand Heterogeneity in Product Innovation Strategy (with Jin Kyung Han, Y. Sohn)

Attribute Variety-Seeking in Technology-intensive Market: Choosing More of One versus Less of Many (with Jin Kyung Han,
Singapore Management University )

The Role of Brand Strength in Influencing Asymmetric Reference-Price-Effects: Loss versus Gain, with K. Suk, University of
California-Riverside.

Selected Book & Other Publication

Chung, Seh-Woong and Katrin Szymanski (1997), “Effects of Brand Name Exposure on Brand Choice: An Implicit Memory
Perspective” in Merrie Brucks and Debbie MacInnis (eds.), Advances in Consumer Research, Provo, UT : Association for
Consumer Research, 24: 288-294

Chung, Seh-Woong and Andrew A. Mitchell, “The Effect of Brand Attitudes, Attitude Accessibility and Perceptual Fluency on
Constrained Choice”, Singapore Management University School of Business Research Paper Series #1703