Eunice Kim receives American Academy of Advertising Research Fellowship
Advertising Assistant Professor Eunice Kim has been awarded a 2015 American Academy of Advertising Research Fellowship for her proposal “Cultural Influence on the Effectiveness of Brand Placement: A Cross-Cultural Study of Consumer Attention.”
She will receive the award during AAA’s annual conference in Chicago in March.
The goals of the study are to identify and substantiate the underlying mechanism of how culture influences the cognitive process, and to expand the understanding of consumers’ processing of brand placement across cultures. The study will specifically focus on the differences between East Asian and Western cultures. She will be working with Yongjun Sung, an associate professor of psychology at Korea University in South Korea.
Kim earned her doctoral degree in advertising in 2014 and her master’s degree in advertising in 2010 from the University of Texas, and her bachelor’s degree in mass communication and history from Yonsei University in South Korea in 2008.
Before pursing her graduate degrees, Kim worked in consumer research and account planning at several advertising agencies in South Korea, including DDB Worldwide Communication Group and Ogilvy & Mather. During her graduate studies, she worked as a social media marketing communication consultant for SCOTOSS Consulting and collaborated on a research project, Engagement Plus Study, on brand communications on Twitter.