Theresa A. Kwon

Theresa (Tess) Kwon is an Assistant Professor of Marketing at the University of Hong Kong's Business School.

Kwon examines consumer behavior in the social domain, with an emphasis on shared consumption, solo and joint decision-making, and choices for self and others. In particular, her dissertation sheds light on novel factors that shape people's decisions about whether to engage in consumption activities by themselves or with others in the first place. Kwon's dissertation won the SCP Schumann Dissertation Proposal Award (2022), received an honorable mention for the John A. Howard/AMA Doctoral Dissertation Award (2024), and was a finalist for the AMS Mary Kay Dissertation Award (2025).

Kwon earned her Ph.D. in Marketing from University of Pittsburgh, Ph.D. in Retail and Consumer Sciences  from University of Tennessee, and both her M.S. in Fashion Marketing and B.S. in Clothing and Textiles (cum laude graduate) from Seoul National University.