University of Southern California

C. W. Park
Joseph A. DeBell Chair in Business Administration and Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-7107
Education: 
PhD, MS, University of Illinois; BA, Seoul National University

Overview

C.W. Park has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. He was the editor of the Journal of Consumer Psychology (2008-2012) and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently director of Global Branding Center. Prior to joining USC, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Katz School of Business at the University of Pittsburgh.

Research

Park, C. W., Eisingerich, A., and Jia, H. (2014) "Examining the Relative Profit Contributions of Product Versus Brand Extensions in B2B and B2C Markets,".
Eisingerich, A., Pol, G., and Park, C. W. (2014) "Brand Immunity to Negative Information: Antecedents and Impact on Customer Purchase Behavior,".
Jia, H., Pol, G., and Park, C. W. (2014) "I’ll Keep the Cuddly One: Effects of Visual Cuteness versus Elegance on Product Retention,".
Pol, G., Reitmann, M., and Park, C. W. (2014) "The Motivational Power of Beauty: How Aesthetically Appealing Products Drive Purchase Effort in Consumers,".
Park, C. W., and MacInnis, D. J. (2014) "Brand Meaning Management," Review of Marketing Research 2014 (Forthcoming).
Park, C. W., Eisingerich, A., and Gratiana, P. (2014) "The Power of a Good Logo," MIT Sloan Management Review Winter 2014 (Forthcoming).
Park, C. W., Chun, H., Eisingerich, A., and MacInnis, D. J. (2014) "Strategic benefits of low fit brand extensions: when and how?," Journal of Consumer Psychology .
Park, C. W., Eisingerich, A., and Park, J. (2013) "From Brand Aversion or Indifference to Brand Attachment: Authors’ Response to Commentaries to Park, Eisingerich, and Park’s Brand Attachment-aversion Model," Journal of Consumer Psychology, 23 (2), 269-274.
Park, C. W., Eisingerich, A. B., and Park, J. W. (2013) "Attachment-Aversion (AA) model of customer-brand relationships," Journal of Consumer Psychology, 23 (2), 229-248.
Park, C. W., Eisingerich, A., Pol, G., and Park, J. (2013) "The role of brand logos in firm performance," Journal of Business Research, 66 (2), 180-187.
Novak, L. A., Priester, J., MacInnis, D. J., and Park, C. W., "10," in Fournier, S., Breazeale, M., and Fetscherin, M., eds., Consumer-Brand Relationships: Theory and Practice, Routledge/Taylor & Francis Group, London 2012.
Priester, J., Park, C. W., MacInnis, D. J., Eisingerich, A., and Iacobucci, D. (2010) "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers," Journal of Marketing, 74 (6), 1-17.
Park, C. W., MacInnis, D. J., Dreze, X., and Lee, J., "8," in Loken, B., Ahluwalia, R., and Houston, M., eds., Brands and Brand Management: Contemporary Research Perspectives, Psychology Press, New York: NY 2010.
MacInnis, D. J., Park, C. W., and Priester, J., MacInnis, D., Park, C. Whan, and Priester, J., eds. Handbook of Brand Relationships, ME Sharpe 2009.
Park, C. W., MacInnis, D. J., and Priester, J. (2009) "Brand Attachment: Construct, Consequences and Causes," Foundations and Trends in Marketing, 1 (3), 190-230.
Fedorikhin, A., Park, C. W., and Thomson, M. (2008) "Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responces to Brand Extensions," Journal of Consumer Psychology, 18 (Oct.), 281-291.
Park, C. W., MacInnis, D. J., and Priester, J., "Ch 1," in Schmitt, B., and Rogers, D., eds., Handbook of Brand and Experience Management, Elgar Publishing, Cheltenham, UK 2008.
Priester, J., MacInnis, D. J., and Park, C. W. (2007) "New Frontiers in Branding: Attitudes, Attachments and Relationships," Society for Consumer Psychology, 26.
Patrick, V. M., MacInnis, D. J., and Park, C. W. (2007) "Not as Happy as I Thought I'd be? Affective Misforecasting and Product Evaluations," Journal of Consumer Research.
Patrick, V. M., and Park, C. W. (2006) "Paying Before Consuming: Examining the Robustness of Consumers' Preferences for Prepayment," Journal of Retailing, 82 (3), 165-175.
Park, C. W., and MacInnis, D. J. (2006) "What's in and what's out: Questions over the boundaries of the attitude construct," Journal of Consumer Research, 33 (1), 16-18.
Park, C. W., MacInnis, D. J., and Priester, J. (2006) "Beyond Attitudes: Attachment and Consumer Behavior," Seoul National Journal, 12 (2), 3-36.
MacInnis, D. J., Patrick, V., and Park, C. W. (2006) "Looking Through the Crystal Ball: Affective Forecasting and Misforcasting in Consumer Behavior," Review of Marketing Research.
Park, C. W., "Forward: Creating Image and the Psychology of Marketing Communications," in Kahle, L., and Kim, C., eds., Creating Image and the Psychology of Marketing Communications, Lawrence Erlbaum Associates, Inc Publishers 2005.
Patrick, V. M., and Park, C. W. (2005) "When One Thing Leads to Another: Consumption Chains and Consumer Satisfaction," Advances in Consumer Research, XXXII.
Thomson, M., MacInnis, D. J., and Park, C. W. (2005) "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands," Journal of Consumer Psychology, 15 (1), 77-91.
Jun, S., MacInnis, D. J., and Park, C. W. (2005) "Formation of Price Expectation in Brand Extension and Impact on Brand Extension Evaluation," Association for Consumer Research, XXXII.
Thomson, M., MacInnis, D. J., and Park, C. W. (2005) "The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands," Journal of Consumer Psychology, 15 (1), 77-91.
Nunes, J., and Park, C. W. (2003) "Incommensurate Resources: Not Just More of the Same," Journal of Marketing Research 26-38.
Shapiro, S., MacInnis, D. J., and Park, C. W. (2002) "Understanding Program-induced Mood Effects: Decoupling Arousal from Valence," Journal of Advertising, 31 (4), 15-26.
Whang, Y., Park, C. W., and Folkes, V. (2002) "Decision Bias from Anticipating Product Failure: Double Jeopardy, Double Protection, or In-Between,".
Sethi, R., Smith, D., and Park, C. W. (2001) "Creating Creative Cross-Functional Teams," Harvard Business Review 16-17.
Sethi, R., Smith, D., and Park, C. W. (2001) "The Effect of Cross-Functional Teams on New Product Innovativeness," Journal of Marketing Research 73-85.
Park, C. W., Jun, S. Y., and MacInnis, D. J. (2000) "Choosing What I Want versus Rejecting What I Don't Want: An Application of Decision Framing to Product Option Choice Decisions," Journal of Marketing Research.
France, K. R., and Park, C. W. (1997) "The Effect of Different Levels of Cognitive Appraisal and Emotional Valence on Commercial Effectiveness," Journal of Current Issues and Research in Advertising 1-21.
Park, C. W., Jun, S. Y., and Shocker, A. D. (1996) "Composite Branding Alliances: An Investigation of Extension and Feedback Effects," Journal of Marketing Research 453-466.
Milberg, S. J., Park, C. W., and McCarthy, M. S. (1996) "Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies," Journal of Consumer Psychology, 6 (2), 119-140.
Park, C. W., Mothersbaugh, D. L., and Feick, L. (1994) "Consumer Knowledge Assessment," Journal of Consumer Research 71-82.
Park, C. W., McCarthy, M., and Milberg, S. (1993) "The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extension," Association for Consumer Research 28-33.
France, K. R., Shah, R. H., and Park, C. W. (1993) "The Impact of Emotional Valence and Intensity on Ad Evaluation and Memory," Association for Consumer Research 583-588.
Smith, D. C., and Park, C. W. (1992) "The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research 296-313.
Minhi, H., Park, C. W., and MacInnis, D. J. (1992) "The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function," Journal of Advertising 37-46.
Park, C. W., Milberg, S., and Lawson, R. (1991) "Brand Extension Decisions: Product Level Similarity and Brand Concept Consistency," Journal of Consumer Research 161-173.
MacInnis, D. J., and Park, C. W. (1991) "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads," Journal of Consumer Research 185-193.
Park, C. W., Feick, L., and Mothersbaugh, D. L. (1991) "Consumer Knowledge Assessment: How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know,".
MacInnis, D. J., and Park, C. W. (1991) "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads," Journal of Consumer Research, 18 (September), 161-173.
Park, C. W., and Smith, D. C. (1990) "Product Class Competitors as Sources of Innovative Marketing Strategies," Journal of Consumer Marketing 27-38.
Park, C. W. (1990) "Types of Advertising Format and Conditions For Their Effectiveness: Differences in the level and Nature of Product Knowledge," Current Issues, 13 (182), 125-154.
Park, C. W., and Smith, D. C. (1989) "Product-Level Choice: A Top-Down or Bottom-Up Process," Journal of Consumer Research 289-299.
Park, C. W., Iyer, E. S., and Smith, D. C. (1989) "The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping," Journal of Consumer Research 422-433.
Park, C. W., Gardner, M. P., and Thukral, V. (1988) "Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task," The American Journal of Psychology, 101, 401-424.
Park, C. W., Roth, M. S., and Jacques, P. F. (1988) "Evaluating the Effects of Advertising and Sales Promotion Campaigns," Industrial Marketing Management, 17, 129-140.
Park, C. W., Lawson, R., and Milberg, S. (1988) "Memory Structure of Brand Names," Association for Consumer Research.
Park, C. W., Assael, H., and Chaiy, S. (1987) "Mediating Roles of Trial and Learning on Involvement-Associated Characteristics," Journal of Consumer Marketing, 4, 25-34.
Park, C. W., and Zaltman, G. (1987) "Marketing Management," Dryden Press.
Park, C. W., Jaworski, B. J., and MacInnis, D. J. (1986) "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (135-146).
Park, C. W., and Young, S. Mark (1986) "The Impact of Involvement and the Role of Commercial Music on Brand Attitude Formation," Journal of Marketing Research, 23, 11-24.
Park, C. W., and Mittal, B. (1985) "A Theory of Involvement in Consumer Behavior: Problems and Issues," Research in Consumer Behavior, 23, 201-232.
Park, C. W., and McClung, G. (1985) "The Effect of TV Program Involvement on Involvement with Commercials," Association for Consumer Research.
McClung, G., Park, C. W., and Sauer, W. (1984) "Viewer Processing of Commercial Messages: Context and Involvement," Association for Consumer Research 351-355.
Park, C. W., Lessig, V. Parker, and Merril, J. R. (1983) "The Elusive Role of Price in Brand Choice Behavior," Association for Consumer Research 320-324.
Park, C. W., and Mittal, B., "A Theory of Involvement and Consumer Behavior," in Zaltman, G., and Wallendorf, M., eds., Consumer Behavior: Basic Findings and Management Implications, John Wiley and Sons, New York, New York 1983.
Park, C. W. (1982) "Joint Decision in Home Purchasing: A Muddling Through Process," Journal of Consumer Research 151-162.
Park, C. W., and Lutz, R. J. (1982) "Decision Plans and Consumer Choice Dynamics," Journal of Marketing Research 108-115.
Lessig, V. P., and Park, C. W. (1982) "Motivational Reference Group Influences: Relationship to Product Complexity," European Research.
Chan, S.J., Park, C. W., and Yu, P.L. (1982) "High-Stake Decision-Making--An Empirical Study Based on House Purchase Processes," Human System Management, 3, 91-106.
Park, C. W., and Lessig, V. Parker (1981) "The Construct of Familiarity and Its Impact Upon Consumer Decision Process: Cognitive Biases and Heuristics," Journal of Consumer Research 223-230.
Park, C. W., Hughes, R. W., Thukral, V., and Friedmann, R. (1981) "Decision Plan and Actual Choice," Journal of Marketing 33-47.
Park, C. W., and Iyer, E. (1981) "An Examination of the Response Pattern in Family Decision Making," American Marketing Association 146-149.
Park, C. W., and Young, S. Mark (1981) "Types and Levels of Involvement and Brand Attitude Formation Process," Association for Consumer Research 201-205.
Bettman, J. R., and Park, C. W. (1980) "Effects of Prior Knowledge and Experience on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research 234-248.
Bettman, J. R., and Park, C. W. (1979) "Implications of the Response Pattern in Family Decision Making," Association for Consumer Research 148-153.
Park, C. W., and Winter, F.W. (1979) "Product Quality Judgment: An Information Processing Approach," Journal of the Market Research Society, 21, 211-219.
Park, C. W., and Bahr, W. J. (1979) "A Situational Analysis of Communication Effect: A New Product Purchase by Mail-Order," Association for Consumer Research 650-654.
Park, C. W. (1978) "Conflict Resolution Choice Model," Journal of Consumer Research 124-137.
Park, C. W. (1978) "A Few Questions on Consumer Information Processing: Two Product Cases--Coffee and Toothpaste," Journal of Marketing Research 243-249.
Park, C. W., and Lessig, V. Parker (1978) "Predictive and Diagnostic Characteristics of Two Consumer Decision Models," European Research.
Park, C. W. (1978) "A Seven-Point Scale and A DM's Simplifying Choice Strategy: An Operationalized Satisficing-Plus Model," 252-271.
Park, C. W., and Lessig, V. Parker (1978) "Promotional Perspectives of Reference Group Influence: Advertising Implications," Journal of Advertising 41-47.
Park, C. W., and Lessig, V. Parker (1977) "Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications," Journal of Advertising 10-16.
Park, C. W., and Lessig, V. Parker (1977) "Students and Housewives: Differences in Susceptibility to Reference Group Influence," Journal of Marketing Research 102-110.
Park, C. W. (1976) "Prior Familiarity and Product Complexity as Determinants of the Consumer's Selection of Judgmental Models," Journal of Marketing Research 144-151.
Park, C. W., and Lessig, V. Parker (1976) "A Theory of Reference Group Structure and Influence," American Institute of Decision Sciences.
Park, C. W., and Sheth, J. N. (1975) "Individual and Situational Difference Variables as Determinants of Information Processing Judgments," Communications Research, 2 (3), 260-266.
Sheth, J. N., and Park, C. W. (1975) "Multidimensionality of Brand Loyalty Construct in Marketing," Markeds Kommunikasjon, 3, 30-42.
Park, C. W., and Schaninger, C. M. (1975) "The Identification of the Consumer's Judgmental Rules" Statistical Prediction vs. Structured Protocol," Association for Consumer Research 184-190.
Sheth, J. N., and Park, C. W. (1973) "Equivalence of Fishbein's and Rosenberg's Attitude Model," American Psychological Association (Division 23) 321-322.
Park, C. W., and Sheth, J. N. (1973) "Multidimensional Concept of Brand Loyalty," Association for Consumer Research 449-159.