Research

I study consumer behavior. My primary research interests include consumer morality/ethics and prosocial behavior. For example, I ask questions such as:

  • How consumers judge firms or celebrities who act morally or immorally?

  • How can marketers encourage consumers to act more prosocially, such as encouraging donations?

    • Which promotion practices are effective in encouraging consumers to act more prosocially?

  • What factors lead consumers to act more or less ethically toward the company?

You can see my research projects in my CV below.

CV_Kang.pdf