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Helen Chun

Helen Chun

Associate Professor

Helen Chun is an associate professor of IMC at Medill and an associate professor, by courtesy, at Kellogg School of Management. She teaches IMC Strategic Process at Medill and Services Marketing at Kellogg. She previously taught at the Hotel School in the Cornell SC Johnson College of Business.

As a behavioral researcher studying people’s motivations and behavior, her expertise lies in bringing psychological approaches to managing and enhancing consumer experience, particularly studying consumer emotions, experience design and services marketing. Chun’s research has also focused on branding, prosocial and sustainability-related issues, and technology-driven consumer insights. Her extensive research collaboration with the service industry has shaped and honed the experience-focused approach to her research and pedagogy. 

Her research papers have been published in leading marketing and services journals, such as the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research and Journal of Service Management. Chun serves as department associate editor at Service Science and serves on the editorial review boards of the Journal of Service Research, Psychology & Marketing, and Journal of Hospitality and Tourism Research. She also serves on the membership committee for the Association for Consumer Research.

For more information, view Chun’s curriculum vitae.

Awards And Honors

While at Cornell University, she was honored with the Cornell Hotel School's Teacher of the Year Award multiple times at both the undergraduate and graduate levels and the Ted Teng '79 Dean's Teaching Excellence Award. She was also recognized as the Merrill Presidential Scholar Outstanding Educator Honoree.


Chun earned her PhD in business administration (marketing) from the Marshall School of Business at the University of Southern California and completed her undergraduate and graduate degrees at Seoul National University.

Authored Works

  • Chun, HaeEun Helen, Joowon Park, and Manoj Thomas (2019), “Cold Anticipated Regret vs. Hot Experienced Regret: Why Consumers Fail to Regret Unhealthy Consumption,” Journal of the Association for Consumer Research, 4 (2), 125-135. (equal authorship)
  • Lerzan, Aksoy, Ceridwyn King, and HaeEun Helen Chun, “Evolving Service Thinking:  Disruption and Opportunity in Hospitality and Tourism,” forthcoming at the Journal of Service Management. (Special Issue Editorial)
  • Wirtz, Jochen, Kevin So, Makarand Mody, Stephanie Liu, and HaeEun Helen Chun, “Platform Business Models in the Sharing Economy,” forthcoming at the Journal of Service Management. (equal authorship)
  • Giebelhausen, Michael and HaeEun Helen Chun (2017), “Replicating and Extending Our Understanding of How Hospitality Managers Can Adjust the “Warm Glow Thermostat,” Cornell Hospitality Quarterly, 58 (2), 122-133. 
  • Chun, HaeEun Helen, Kristin Diehl, and Deborah J. MacInnis (2017) “Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment,” Journal of Marketing, 81 (3), 96-110.
  • Giebelhausen, Michael, Benjamin Lawrence, HaeEun Helen Chun, and Liwu Hsu (2017), “The Warm Glow of Restaurant Checkout Charity,” Cornell Hospitality Quarterly. 58(4), 1-13.
  • Chun, HaeEun Helen and Yue Woon Hiang (2016), “Free Drink or Free Mug? Managing Service Experience with Complimentary Gifts,” Service Science, 8(2),184-202.
  • Giebelhausen, Michael, HaeEun Helen Chun, Joseph J. Cronin, and Tomas Hult (2016), “Adjusting the Warm Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction,” Journal of Marketing, 80(4), 56-71.
  • Mathur, Pragya, HaeEun Helen Chun*, and Durairaj Maheswaran (2016), “Consumer Mindsets and Self-Enhancement: Signaling versus Learning,” Journal of Consumer Psychology, 26 (1), 142-152.  (*Equal contribution of the first two authors)
  • Chun, HaeEun Helen, C. Whan Park, Andreas B. Eisingerich, and Deborah J. MacInnis (2015), “Strategic Benefits of Low Fit Brand Extensions: When and Why?” Journal of Consumer Psychology, 25(4), 577-595.
  • Liu, Yeyi, Andreas B. Eisingerich, Seigyoung Auh, Omar Merlo, and HaeEun Helen Chun (2015), “Service Firm Performance Transparency: How, When, and Why Does It Pay Off?”  Journal of Service Research, 18(4), 451-467. 
  • Eisingerich, Andreas B., HaeEun Helen Chun, Yeyi Liu, He Jia, and Simon Bell (2015), “Why Recommend a Brand Face-to-Face But Not on Facebook? How Word-of-mouth on Online Social Sites Differs from Traditional Word-of-mouth,” Journal of Consumer Psychology, 25(1), 120-128.
  • Chun, HaeEun Helen and Michael Giebelhausen (2012), “Reversing the Green Backlash in Services: Credible Competitors Help Large Companies to Go Green,” Journal of Service Management, 23(3), 400-415.
  • Giebelhausen, Michael and HaeEun Helen Chun (2011), “Reversing the Green Backlash: Why Large Hospitality Companies Should Welcome Credibly Green Competitors,” Cornell Hospitality Reports, Vol. 11, No. 14.
  • Chun, HaeEun Helen (2011), “Guiding the Guest Experience,” in Jack B. Corgel, Michael C. Sturman, and Rohit Verma (eds.), The Cornell School of Hotel Administration on Hospitality: Cutting Edge Thinking and Practice, New York: John Wiley & Sons.
  • Patrick, Vanessa M., HaeEun Helen Chun, and Deborah J. MacInnis (2009), “Affective Forecasting and Self-Control: When Anticipating Pride Wins over Other Emotions in a Self-Regulation Context,” Journal of Consumer Psychology, 19(3), 537-545.
  • Elder, Ryan S., Nilufer Aydinoglu, Victor Barger, Cindy Caldara, HaeEun Helen Chun, Chan Jean Lee, Gina Mohr, and Antonios Stamatogiannakis (2009), “A Sense of Things to Come: Future Research Directions in Sensory Marketing,” in Aradhna Krishna (ed.), Sensory Marketing, New York: Routledge Academic.
  • MacInnis, Deborah J. and Hae Eun Chun (2007), “Understanding Hope and its Implications for Consumer Behavior: I Hope, Therefore I Consume,” Foundations and Trends in Marketing, 1(2), 97-188.