Korea University’s Consumer and Advertising Psychology program is the first to study consumer psychology in the country. It began with the idea that an in-depth understanding of consumer psychology is necessary to understand consumer behavior.
Based on the psychology theory, the best professors and researchers are studying the ever-evolving consumption phenomenon and process. To improve quality of life and continuously develop society, they focus on new technology use, interactions between humans and AI, ethical developments of technology, and sustainable consumption. This research not only improves academic understanding of consumer behavior and psychology but also impacts practical and policy direction. Currently, he is the head professor of the Consumer and Advertising Psychology department’s research laboratory.
Sung, Yongjun Professor
Professor Seong studies various consumer and advertising psychology fields, including brand characteristics, relationships between the brand and its consumers, self-expression, AI, and sustainability, for the well-being of consumers and a sustainable society. His current focus is on the impact of new technology on the personal life, relationship between humans and AI, development of ethical technology, sustainability, and sustainable consumption.Branding, Consumer Psychology, Digital Media, Sustainability, AI