1. Kim, S., Baek, T. H., & Childs, M. (2021). Green message framing effects on social media engagement: The moderating role of emotions. Paper presented at the International Textile and Apparel Association, virtual conference

 

2. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2021). How Kawai-style illustrations dampen the aversive effects of disgusting objects in advertising. Paper presented at the American Academy of Advertising, virtual conference.

 

3. Baek, T. H., & Yoon, S. (2020). Pride and gratitude: Egoistic and altruistic appeals on social media. Paper presented at the International Conference of Asian Marketing Associations, Jeju, Korea.

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4. Baek, T. H., Kim, S., Yoon, S., & Choi, Y. K. (2020). A smiley face makes me greener! Emoji and message assertiveness on social media. Paper presented at the International Conference of Asian Marketing Associations, Seoul, Korea.

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5. Kim, S., Kim, K., Yoon, S., & Baek, T. H. (2020). Ad exposure sequence in scarcity marketing. Paper presented at the Global Marketing Conference, Seoul, Korea.

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6. Baek, T. H., & Yoon, S. (2020). Dead or alive: The effect of death imagery and regulatory focus messaging on wildlife conservation behavior. Paper presented at the American Academy of Advertising, San Diego, CA

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7. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2020). Color effects in green advertising: The role of color appropriateness and persuasion knowledge. Paper presented at the American Academy of Advertising, San Diego, CA.

 

8. Kim, S., Yoon, S., Baek, T. H., Kim, Y., & Choi, Y. (2020). The effects of temporal scarcity and social scarcity on ad evaluation. Paper presented at the American Academy of Advertising, San Diego, CA.

 

9. Yoon, S., Bang, H., Choi, D., Baek, T. H., Kim, Y., & Choi, Y. (2020). Price discount and message assertiveness in prosocial advertising: Differences between Americans and Koreans. Paper presented at the American Academy of Advertising, San Diego, CA.

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10. Baek, T. H., & Yoon, S. (2019). How time urgency changes goal progress effects on consumer responses to mobile reward program. Paper presented at the American Academy of Advertising, Dallas, TX.

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11. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2019). The effect of carton on eco-friendly responses: The role of involvement and moral values. Paper presented at the American Academy of Advertising, Dallas, TX.

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12. Bang, H., Choi, D., Yoon, S., & Baek, T. H. (2019). How price discounts increase compliance with assertive messages for prosocial behavior. Paper presented at the American Academy of Advertising, Dallas, TX.

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13. Choi, D., Bang, H., Kim, Y., Baek, T. H., & Yoon, S. (2019). Cross-cultural differences between Americans and Koreans in perception of message assertiveness and product discounts. Paper presented at the American Marketing Association, Austin, TX.

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14. Baek, T. H., Yoon, S., Kim, Y., Kim, S., & Choi, Y. K. (2018). My guilt versus our shame: The effect of culture-relevant emotion on advertising concreteness effect in sustainability persuasion. Paper presented at the Koreans Scholars of Marketing Science International Conference, Seoul, Republic of Korea.

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15. Baek, T. H., Yoon, S., Kim, Y., Kim, S., & Choi, Y. K. (2018). Just tell me how, now why: How cultural-relevant emotions activate the message concreteness effect in green advertising. Paper accepted for presentation at the Global Marketing Conference, Tokyo, Japan.

 

16. Choi, D., Bang, H., Baek, T. H., Kim, Y., & Oh, S. (2018). You’ve got oysters? then, Guinness is the perfect match: The effect of product-to-brand paring strategy in branded content. Paper accepted for presentation at the Global Marketing Conference, Tokyo, Japan.

 

17. Choi, D., Bang, H., Kim, Y., Baek, T. H., & Yoon, S. (2018). Message assertiveness and product discounts in sustainability persuasion: Comparisons among Americans and Koreans. Paper accepted for presentation at the Global Marketing Conference, Tokyo, Japan.

 

18. Kim, Y., Baek, T. H., Yoon, S., Kim, S., & Choi, Y. K. (2018). The lonely Samaritan: Social exclusion influences on the effectiveness of self-benefit versus other-benefit appeals in charitable advertising. Paper presented at the American Academy of Advertising, New York, NY.

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19. Baek, T. H., & Yoo, C. Y. (2017). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Paper presented at the American Academy of Advertising, Boston, MA.

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20. Yoo, C. Y., & Baek, T. H. (2017). The economic value of launching a Twitter channel: An event study analysis. Paper presented at the American Academy of Advertising, Boston, MA.

 

21. Yim, M. Y., Sauer, P., & Baek, T. H. (2017). I see myself in use: Measuring the strength of consumption vision. Paper presented at the American Academy of Advertising, Boston, MA.

 

22. Kim, S., & Baek, T. H. (2016). Perceived characteristics of innovation affecting mobile app engagement: Moderating role of mobile app types. Paper presented at the American Collegiate Retailing Association, Secaucus, NJ.  *Best conference paper award

 

23. Baek, T. H., & Yoon, S. (2016). Going green with message framing: The moderating role of guilt and shame. Paper presented at the American Academy of Advertising, Seattle, WA.

 

24. Kim, Y., Yoon, S., Baek, T. H., Oh, S., & Choi, Y. K. (2016). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Paper presented at the American Academy of Advertising, Seattle, WA.

 

25. Baek, T. H., Kim, S., & Yoo, C. Y. (2016). The persuasive effects of health goal compatibility and mood.” Paper presented at the International Communication Association, Fukuoka, Japan.

 

26. Baek, T. H., & Mayer, J. M. (2015). The moderating effect of appearance self-esteem on females' identification of and reaction to sexually-themed advertising. Paper presented at the Society for Marketing Advances, San Antonio, TX.

 

27. Baek, T. H., Yoo, C. Y., & Yoon, S. (2015). The impact of augmented reality on self-brand connections and purchase intentions. Paper presented at the American Academy of Advertising, Chicago, IL. *Best conference paper award

 

28. Yoon, S., Kim, Y., & Baek, T. H. (2014). My choice versus our obligation: Effort and culture in environmental persuasion. Paper presented at the Korean Scholars of Marketing Science International Conference, Seoul, Korea.

 

29. Baek, T. H., Yoo, C. Y., & Kim, S. (2014). A social identity pathway of Facebook brand page: The antecedents and outcome of brand engagement. Paper presented at the American Academy of Advertising, Atlanta, GA.

 

30. Kim, Y., Yoon, S., & Baek, T. H. (2014). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. Paper presented at the American Academy of Advertising, Atlanta, GA.

 

31. Yoon, S., Baek, T. H., Kim, K., & Yoo, J. (2014). Near-disaster experience and survivor bonding. Paper presented at the Society for Personality and Social Psychology, Austin, TX.

 

32. Yoon, S., Kim, Y., & Baek, T. H. (2014). Culture and effort in environmental persuasion: Does hard work always grow the mind? Paper presented at the Global Marketing Conference, Singapore.

 

33. Kim, Y., Yoon, S., & Baek, T. H. (2014). Culture and assertiveness in green advertising. Paper presented at the Global Marketing Conference, Singapore.

 

34. Mayer, J. M., & Baek, T. H. (2014). The efficacy of sexualized female models in young adult-male oriented cigarette advertising. Paper presented at the Academy of Marketing Science, Indianapolis, IN.

 

35. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2014). The impact of image congruence on brand attachment and loyalty. Paper presented at the American Collegiate Retailing Association, Dallas, TX.

 

36. Baek, T. H., & Kim, S. (2013). Leveraging Facebook’s brand pages to strengthen consumer-brand relationships. Paper presented at the American Collegiate Retailing Association, Nashville, TN.

 

37. Baek, T. H., Yoon, S., & Kim, S. (2013). When environmental messages should be assertive: The moderating effect of effort investment on consumers’ recycling intentions. Paper presented at the AMA Marketing and Public Policy Conference, Washington D. C.

 

38. Baek, T. H., Yoon, S., & Kim, S. (2013). The effects of assertive language and effort investment in environmental advertising persuasion. Paper presented at the American Academy of Advertising, Albuquerque, NM.

 

39. Baek, T. H., & King, K. W. (2012). The impact of comparative valence frame on brand extension acceptance. Paper presented at the American Academy of Advertising, Myrtle Beach, SC.

 

40. Mayer, J. M., & Baek, T. H. (2012). Less clothing, less dimension: Effects of the Master Settlement Agreement on female portrayals in cigarette advertising. Paper presented at the Kelley School of Business Research Series, Indianapolis, IN.

 

41. Baek, T. H., & Reid, L. N. (2011). The impact of mood and regulatory focus frame on cause advertising persuasion. Paper presented at the American Academy of Advertising, Mesa, AZ.

 

42. Baek, T. H., & Shen, L. (2010). The effects of message framing and counterfactual thinking in anti-binge drinking PSAs. Paper presented at the American Academy of Advertising, Minneapolis, MN. *Best conference paper award

 

43. Yu, H., & Baek, T. H. (2010). What parental factors influence children’s obesity? Paper presented at the Association for Education in Journalism and Mass Communication, Denver, CO.

 

44. Baek, T. H., & Morimoto, M. (2009). A conceptual model of personalized advertising avoidance. Paper presented at the Association for Education in Journalism and Mass Communication, Boston, MA.

 

45. Baek, T. H., Kim, J. & Martin, H. J. (2009). Dimensions of news media brand personality. Paper presented at the Association for Education in Journalism and Mass Communication, Boston, MA.

 

46. Kim, J., Baek, T. H., & Kim, D. (2009). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Paper presented at the Association for Education in Journalism and Mass Communication, Boston, MA.

 

47. Baek, T. H., Kim, J., & Yu, H. (2008). Examining the dual effects of brand credibility and brand prestige on purchase intention. Paper presented at the American Academy of Advertising, San Mateo, CA.

 

48. Baek, T. H., & King, K. W. (2008). Consequences of brand credibility in services. Paper presented at the American Academy of Advertising, San Mateo, CA.

 

49. Yu, H., & Baek, T. H. (2008). A cross-cultural comparison of interactivity on weight-loss websites in the U.S. and South Korea. Paper presented at the American Academy of Advertising, San Mateo, CA.

 

50. Baek, T. H. (2008). The value of the third-person effect: Evaluating the third-person effect in theory building. Paper presented at the Association for Education in Journalism and Mass Communication, Chicago, IL.

 

51. Yu, H., & Baek, T. H. (2008). The effects of body-esteem on consumer attitudes toward diet product advertising: The mediating role of social comparison. Paper presented at the Association for Education in Journalism and Mass Communication, Chicago, IL.

 

52. Yu, H., Baek, T. H., Joo, I., & Jeong, Y. (2008). How much do they care about advertising ethics? A content analysis of plastic surgeons’ websites. Paper presented at the Association for Education in Journalism and Mass Communication, Chicago, IL.

 

53. Baek, T. H., & Yu, H. (2007). Understanding health promotion strategies and appeals. Paper presented at the Association for Education in Journalism and Mass Communication, Washington, D.C.