Theresa A. Kwon
Theresa A. Kwon
Assistant Professor of Marketing
Assistant Professor of Marketing
The University of Hong Kong
The University of Hong Kong
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Theresa (Tess) Kwon is an Assistant Professor of Marketing at the University of Hong Kong's Business School.
Kwon studies consumer behavior in social contexts, with particular expertise in shared consumption, solo and joint decision-making, choices for self and others, and how they affect consumer well-being. Her dissertation sheds light on novel factors that shape consumers’ decisions about whether to engage in consumption activities by themselves or with others in the first place.
Kwon's research has been recognized with several prestigious awards and honors, including the SCP Schumann Dissertation Proposal Award (2022), the John A. Howard/AMA Doctoral Dissertation Award Honorable Mention (2024), and the AMS Mary Kay Doctoral Dissertation Award Finalist (2025).
She 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) from Seoul National University.
Selected Publications
Selected Publications
Journal Publications
Kwon, Theresa A., Peggy J. Liu, and Kelly L. Haws, "It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others’ Involvement in Product Decisions across the Customer Journey," Journal of Marketing Research, forthcoming. [Download at SSRN] [Pre-registrations, data, code, materials)].
SCP Schumann Dissertation Proposal Award Winner (2022)
John A. Howard/AMA Doctoral Dissertation Award Honorable Mention (2024)
AMS Mary Kay Doctoral Dissertation Award Finalist (2025)
Liu, Peggy J., Theresa A. Kwon, Ximena Garcia-Rada, and Nicole Kim (2025), “The Social Congruency Framework: Mapping Different Types of Social Consumption Experiences,” Current Directions in Psychological Science, 34 (3), 187-94. [Download at SSRN]
Liu, Peggy J., and Theresa A. Kwon (2022), "Predicting Others' Social Interaction Preferences: What to Do, for How Long, and How Often," Current Opinion in Psychology, 43, 139-145. [Download at SSRN]
Shteynberg, Garriy, Theresa A. Kwon, Seong-Jae Yoo, Heather Smith, Jessica Apostle, Dipal Mistry, and Kristin Houser (2021), “Many Minds Make Money: People are Slower to Destroy Novel Currency Known to More Ingroup Members,” Journal of Theoretical Social Psychology, 5 (3), 307–313. [Download at ResearchGate] [Data]
Other Publications (e.g., Book Chapters)
Liu, Peggy J. and Theresa A. Kwon (2023), “The Psychology of Shared Consumption,” in the Cambridge Handbook of Consumer Psychology (2nd ed.), eds. Cait Lamberton, Derek Rucker, and Stephen Spiller, 416-444. [Download at SSRN]
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