Hyewon Cho

Hyewon Cho

Assistant Professor of Marketing

hcho@stonehill.edu
Marketing

Biography

Assistant Professor of Marketing Hyewon Cho joined the Stonehill College community in 2025. Her research explores how cultural values shape diverse consumer behaviors, including product preferences, technology adoption (e.g., AI usage) and gifting practices. Her work aims to uncover the underlying psychological and cultural mechanisms that drive consumption across global markets. Prior to joining Stonehill College, she taught in Hong Kong, South Korea and the United States, bringing an international perspective to both her teaching and research.

Education

  • Ph.D., University of Illinois Urbana-Champaign
  • M.A., New York University
  • B.A., Sogang University
  • Yoon, Y., Kim, H., Choi, J., & Cho, H. (2024). Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey. International Journal of Advertising, 1-26.
  • Suh, M., & Cho, H. (2023). Cultural differences in giving experiential (vs. material) gifts. Marketing Letters, 34(2), 223–236. https://doi.org/10.1007/s11002-023-09692-5
  • Torelli, C. J., Guo, Y., & Cho, H. (2022). Women’s attitudes toward sexual objectification in brands: A political ideology perspective. Journal of the Association for Consumer Research, 7(3), 371–381. https://doi.org/10.1086/720367
  • Lee, H., & Cho, H. (2022). When do people rely more on unique versus common attributes? The effect of power distance belief on preference for alignable versus nonalignable attributes. Journal of Consumer Behaviour, 21(4), 855–870. https://doi.org/10.1002/cb.2021
  • Cho, H., Guo, Y., & Torelli, C. (2021). Collectivism fosters preventive behaviors to contain the spread of COVID-19: Implications for social marketing in public health. Psychology & Marketing, 1–7. https://doi.org/10.1002/mar.21571
  • Shavitt, S., Cho, H., & Barnes, A. (2017). Culture and consumer behavior. In S. Kitayama & D. Cohen (Eds.), Handbook of Cultural Psychology (2nd ed., pp. 570–595). Guilford Press.
  • Shavitt, S., & Cho, H. (2016). Culture and consumer behavior: The role of horizontal and vertical cultural factors. Current Opinion in Psychology, 8, 149–154. https://doi.org/10.1016/j.copsyc.2015.11.018
  • Shavitt, S., Jiang, D., & Cho, H. (2016). Stratification and segmentation: Social class in consumer behavior. Journal of Consumer Psychology, 26(4), 583–593. https://doi.org/10.1016/j.jcps.2016.02.003

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