Soonkwan Hong

Sooqwan Hong Faculty Photo

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Assistant Professor of Marketing, School of Business and Economics

  • PhD in Marketing, University of Texas-Pan American

Biography

Dr. Soonkwan Hong is originally from Inchon, South Korea and has lived in Vancouver, BC, Canada and more recently in South Texas. His research interests include consumer identity project, consumer agency, and co-optation theory. He believes that “edutainment,” utilizing up-to-date technology, is one of the most successful teaching methods. His research has been published in Journal of Relationship Marketing, CyberPsychology & Behavior, Journal of Promotion Management, Advances in Consumer Research, Review of Business Research, The TQM Magazine, International Journal of Quality and Reliability Management, Journal of Computer Information Systems, International Journal of Electronic Marketing and Retailing, and International Journal of Technology Marketing. Dr. Hong is a member of three academic associations to which he has presented his research: American Marketing Association, Association for Consumer Research, and Academy of Marketing Science. He enjoys almost all sports, especially  tennis, golf, and snowboarding. He is married with two children, Emily and Ian.

Research Focus

Dr. Soonkwan Hong’s research focuses on sociocultural and ideological aspects of consumption, which should better facilitate our understanding of a variety of consumption praxes, consumers’ lived experiences, and stylization of their lives. More specifically, such research illuminates consumers’ non-dialectical identity projects and their transformation into surrogate marketers, whom Dr. Hong and other scholars in the field refer to cyborgian consumers.

A multitude of reality-engineering/truth-making is witnessed in the current market system. Thus, Dr. Hong will continue to theorize about the new perspective of the consumer-market dynamics, as polyvalent power relations, to which consumers as “critical” constituents of the system constantly make sociocultural contributions.

Teaching Interests

  • Consumer behavior
  • e-Commerce
  • Promotion
  • International Marketing

Research Interests

  • The polysemic nature of consumers’ identity-related behaviors and activities in association with culture, technology, and socio-political contexts as key drivers of different manifestations of consumer culture.
  • Consumers as self-emancipating and self-conflicting agents in the market.
  • Use of technology for showcasing consumer identity.
  • Consumers as cyborgs.
  • Consumers’ reactions to the gendered consumer market.

Recent Publications

  • Hong, Soonkwan and Chang-Ho Kim (Forthcoming), “Surfing the Korean Wave: A Postcolonial Critique of Mythologized Middlebrow Consumer Culture in Asia,” Qualitative Market Research, 16 (1).
  • Hong, Soonkwan (Forthcoming), “Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity,” in Advances in Consumer Research.
  • Hong, Soonkwan and Chang-Ho Kim (Forthcoming), “Mythologized Glocalization of Popular Culture: A Postcolonial Perspective,” in Advances in Consumer Research.
  • Hong, Soonkwan (2011), “Skating Dialectics and Flipping Genealogy,” in Research in Consumer Behavior Vol. 13, eds., Russell W. Belk, Albert Muñiz, Hope Jensen Schau, and Kent Grayson, San Diego, CA: Emerald, 163-184.
  • Hong, Soonkwan and Yong J. Wang ((2011), “Invested Loyalty: The Impact of Ubiquitous Technology on the Current Loyalty Paradigm and the Potential Revolution,” Journal of Strategic Marketing, 19 (2), 187-204.
  • Wang, Yong J., Soonkwan Hong, and Jie Wei (2011), “Incorporating Web Aesthetics into e-Tail Web Atmospherics Research: An Evaluation of Multiple Frameworks,” International Journal of Electronic Marketing and Retailing, 4 (1), 80-99.
  • Hong, Soonkwan (Forthcoming), “ A Postcolonial Critique of the Globalization of Popular Culture: The Case of K-Pop,” in Proceedings of the American Marketing Association Conference.
  • Hong, Soonkwan (2011), “Liberating Stigmatized Consumption Practices,” in Proceedings of the American Marketing Association Conference.
  • Hong, Soonkwan (2011), “Consumption of Extremity: Cultural Proliferation of Hyper-Authenticity and the Corollary,” in Proceedings of the Academy of Marketing Science Conference.
  • Hong, Soonkwan (2011), “Forget Negotiation: The Non-dialectical Model of Identity Project by Extreme Sports Participants,” in Advances in Consumer Research, Darren W. Dahl, Gita V. Johar, and Stijn M. J. van Osselaer (eds.), Provo, UT: Association for Consumer Research, Vol. 38.
  • Hong, Soonkwan (2011), “Iconoclasm, Autotelicity, Narcissism, and Cool beyond Distinction,” in Advances in Consumer Research, Darren W. Dahl, Gita V. Johar, and Stijn M. J. van Osselaer (eds.), Provo, UT: Association for Consumer Research, Vol. 38.
  • Wang, Yong J. and Soonkwan Hong (2010), “Broadening the Model of Goal-directed Behavior: Incorporating the Cognitive Force into Consumer Research,” Review of Business Research, 10 (1), 142-150.
  • Wang, Yong J., Soonkwan Hong, and Hao Lou (2010), “Beautiful Beyond Useful? The Role of Web Aesthetics,” Journal of Computer Information Systems, 50 (Spring), 121-129.
  • Hong, Soonkwan and Yong J. Wang (2009), “When Relationship Marketing Collides with Technology,” Journal of Relationship Marketing, 8 (3), 213-230
  • Hong, Soonkwan (2009), “Commodify Thyself: Neither MySpace® nor Your Space but a Space for Mass-Objectification of Subjects,” Advances in Consumer Research, 36, 355-361.
  • Jung, Joo and Soonkwan Hong (2008), “Organizational Citizenship Behavior (OCB), TQM and Performance at the Maquiladora,” International Journal of Quality and Reliability Management. 25 (8), 793-808.
  • Jung, Joo, Xuemei Su, Miguel Baeza, Soonkwan Hong (2008), “The Effect of Organizational Culture Stemming from National Culture Towards Quality Management Deployment,” The TQM Magazine, 20 (6) 622-635.
  • Hong, Soonkwan (2008), “The Entropy of Symbolic Consumption: Demand Side Market Failure and the Counterproposals,” Advances in Consumer Research, 35, 491-497.
  • Hong, Soonkwan, Yong-Jian Wang, and Gilberto De Los Santos (2008), “The Effective Product Placement: Finding Appropriate Methods and Contexts for the Higher Brand Salience,” Journal of Promotion Management, 14 (2), 103-120.
  • Oyedele, Adesegun, Soonkwan Hong, and Michael S. Minor (2007), “Contextual Factors in the Appearance of Consumer Robots: Exploratory Assessment of Perceived Anxiety Toward Humanlike Consumer Robots,” CyberPsychology & Behavior, 10 (5), 624-632.
  • Oyedele, Adesegun, Soonkwan Hong, and Michael S. Minor (2007), “Individual Assessment of Humanlike Consumer Robots: An Extended TAM with Aesthetic Response and Tolerance,” International Journal of Technology Marketing, 2 (3), 243-262.