1. Baek, T. H., & Kim, M. (forthcoming). AI robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors. Journal of Business Research [Impact Factor = 10.969]

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2. Choi, D., Bang, H., Yoon, S., & Baek, T. H. (forthcoming). Message assertiveness and price discounts: Differences between hedonic and utilitarian consumption. International Journal of Advertising. [Impact Factor = 5.888]

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3. Baek, T. H., Kim, J., Yoon, S., Choi, Y. K., & Taylor, C. R. (2023). The COVID-19 threat and luxury advertising. Journal of Consumer Behaviour https://doi.org/10.1002/cb.2137 [IF = 3.199]

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4. Kim, S., Childs, M., & Baek, T. H. (2013). Awe and guilt: The role of construal level in social media green campaigns. Journal of Consumer Behaviour, 22 (2), 314-328. http://doi.org/10.1002/cb.2127 [IF = 3.199]

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5. Kim, M., & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics https://doi.org/10.1016/j.tele.2022.101881 [IF = 9.140] [Download here]

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6. Baek, T. H., Bakpayev, M., Yoon, S., & Kim, S. (2022). Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving. International Journal of Advertising, 41(5), 850-867.  https://doi.org/10.1080/02650487.2021.2011654 [IF = 5.888] [Download here]

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7. Baek, T. H. & Yoon, S. (2022). Pride and gratitude: Egoistic versus altruistic appeals in social media advertising.

Journal of Business Research, 142, 499-511. https://doi.org/10.1016/j.jbusres.2021.12.066 [IF = 10.969] [Download here] 

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8.  Bakpayev, M., Baek, T. H., Van Each, P., & Yoon, S., (2022). Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal, 30(1), 90 -95.  https://doi.org/10.1016/j.ausmj.2020.04.002 [CiteScore = 3.9] [Download here]

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9. Baek, T. H., Kim, S., Yoon, S., Choi, Y. K., Choi, D., & Bang, H. (2022). Emojis and assertive environmental messages in social media campaigns. Internet Research. 32(3), 988-1002. https://doi.org/10.1108/INTR-11-2020-0638 [IF = 6.353] [Download here]

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10. Bang, H., Choi, D., Yoon, S., Baek, T. H., & Kim, Y. (2021). Message assertiveness and price discount in prosocial advertising: Differences between Americans and Koreans. European Journal of Marketing, 55 (6), 1780-1802. https://doi.org/10.1108/EJM-10-2019-0791[IF = 5.181] [Download here]

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11. Kim, S., Yoon, S., Baek, T. H., Kim, Y., & Choi, Y. K. (2021). Temporal and social scarcities: Effects on ad evaluations. International Journal of Advertising. 40 (7), 1115-1134. https://doi.org/10.1080/02650487.2020.1837486 [IF = 5.888] [Download here]

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12. Baek, T. H., & Yoon, S. (2020). Death imagery in antipoaching advertising. Psychology & Marketing. 37(12), 1684-1695. https://doi.org/10.1002/mar.21430 [IF= 5.507] [Download here]

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13. Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2020). Colour effects in green advertising. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12589 [IF = 7.096] [Download here]

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14. Baek, T. H. & Yoon, S. (2020). Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps. Journal of Retailing and Consumer Services, 54, 1-11. https://doi.org/10.1016/j.jretconser.2020.102046 

[IF = 10.972] [Download here]

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15. Kim, S., Baek, T. H., & Yoon, S. (2020). The effect of 360-degree rotatable product images on purchase intention. Journal of Retailing and Consumer Services, 55, 1-10. https://doi.org/10.1016/j.jretconser.2020.102062 [IF = 10.972] [Download here]

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16. Bang, H., Choi, D., Baek, T. H., Oh, S., & Kim, Y. (2019). Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style. International Journal of Advertising, 1-20. https://doi.org/10.1080/02650487.2019.1672328 

[IF = 5.888] [Download here]

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17. Han, N. R., Baek, T. H., Yoon, S., & Kim, Y. (2019). Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Journal of Retailing and Consumer Services, 51, 352-361 [IF = 10.972] [Download here]

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18. Mayer, J. M. Baek, T. H., Mayer, A., & Peev, P. (2019). A retrospective examination of female model portrayals in male youth-targeted cigarette advertising through the lens of objectification theory. Journal of Business Diversity, 19 (4), 41-52. [Download here]

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19.  Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (2019). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters, 30 (1), 75-90 [IF = 3.426]  [Download here]

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20. Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139 [IF =11.318] [Download here]

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21. Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty.

Journal of Advertising, 47 (1), 70-82. [Impact Factor = 6.528] [Download here]

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22. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37 (3), 421-439. [IF = 5.888] [Download here​]

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23. Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158. [IF = 9.140] [Download here]

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24. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42 (6), 940-955 [IF = 2.901] [Download here​]

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25. Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440-453.

[IF = 6.528] [Download here]

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26. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564 [IF = 6.528] [Download here​​]

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27. Baek, T. H. (2017). The value of the third-person effect in theory building. Review of Communication, 17 (2), 74-86  

[CiteScore = 1.4] [Download here]

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28. Mayer, J. M. & Baek, T. H. (2017). The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising. Journal of Business Diversity, 17 (1), 10-20. [Download here]

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29. Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105. [IF = 4.620] [Download here]

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30. Kim, S., Baek, T. H., Kim, Y-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10 (3), 177-192. [IF = 4.018] [Download here]

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31. Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34 (1), 135-157. [IF =  5.888] [Download here​]

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32. Baek, T. H., & King, K. W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34 (2), 382-401. [IF = 5.888] [Download here​​]

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33. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2015). The impact of image congruence on brand attachment and loyalty: The moderating role of product type. Journal of Advertising and Promotion Research, 4 (1), 43-76. [Download here​​]

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34. Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior.

Psychology & Marketing, 30 (8), 635-646. [IF = 5.507] [Download here​​​]

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35. Baek, T. H., Shen, L., & Reid, L. N. (2013). Effects of message framing in anti-binge drinking PSAs: The moderating role of counterfactual thinking. Journal of Health Communication, 18 (4), 442-458. [IF = 2.742][Download here​​​] 

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36. Choi, H., Yoo, K., Baek, T. H., Reid, L. N., & Macias, W. (2013). Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32 (4), 587-616. [IF = 5.888] [Download here​​​] 

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37. Baek, T. H., & Morimoto, M. (2012) Stay away from me: Examining the determinants of consumer avoidance to personalized advertising. Journal of Advertising, 41 (1), 59-76. [IF = 6.528] [Download here​​​] 

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38. Kim, J., Baek, T. H., & Kim, D. (2011). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Journal of Advertising Education, 15 (2), 14-24. [CiteScore = 0.2] [Download here​​​] 

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39. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25 (4), 260-272. [IF = 5.246] [Download here​​​] 

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40. Baek, T. H., Kim, J., & Yu, H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27 (7), 662-678. [IF = 5.507] [Download here​​​​]    

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41. Baek, T. H., Kim, J., & Martin, H. J. (2010). Dimensions of news media brand personality. Journalism & Mass Communication Quarterly, 87 (1), 119-136. [IF = 3.431] [Download here​​​​​]    

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42. Baek, T. H., and Mayer, J. M. (2010). Sexual imagery in cigarette advertising before and after the Master Settlement Agreement. Health Communication, 25 (8), 747-757. [IF = 3.501] [Download here​​​​​]    

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43. Macias, W., Lewis, L. S., & Baek, T. H. (2010). The changing face of direct-to-consumer print advertising. Pharmaceutical Medicine, 24 (3), 165-177. [CiteScore = 0.77] [Download here​​​​​]

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44. Yu, H., Jeong, Y., Baek, T. H., & Ju, I. (2010). How many plastic surgeons’ websites contain information recommended by the ASPS advertising code of ethics? The Internet Journal of Law, Healthcare and Ethics, 6 (2). [Download here​​​​​]

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45. Baek, T. H., & Yu, H. (2009). Online health promotion strategies and appeals in the United States and South Korea: A content analysis of weight-loss web sites. Asian Journal of Communication, 19 (1), 18-38. [IF = 2.074] [Download here​​​​​]