Eunice Kim

Color portrait of Eunice Kim

Assistant Professor of Marketing

Department Marketing
Office Address 437 Business Building
Phone Number 814-865-0684
Email Address

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Professor Eunice Kim is an Assistant Professor of Marketing at the Pennsylvania State University. Kim conducts research in the area of consumer decision making. Her current research interests are goals, mindsets, context effects, and self-control. Her research has been published in the Journal of Consumer Psychology and the Journal of Marketing Research .


Behavioral decision theory, goals and consumer choice, mindsets, self-regulation, and emotions.


Ph D, Marketing, Yale University, 2010

M Phil, Marketing, Yale University, 2007

BA, Psychology, University of Pennsylvania, 2004

Courses Taught

MKTG 330 – Consumer Behavior (3)
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.

MKTG 497B – Sports Business (3)
This course is designed to introduce you to the major activities of one of the nation's largest industries = sports. These will include matters related to management structures in professional, intercollegiate, and international sports. Additional aspects

MKTG 497C – Sports Business (3)
This course explores how the sports business operates. The class teaches students the business operations of teams, leagues, agencies and media companies including cable, wireless and digital. Both traditional and new marketing and revenues will be studie

Selected Publications

Kim E., Khan U., Dhar R., "Comparing Apples to Apples or Apples to Oranges: Choice Difficulty in Home Buying." 2013, pp. 3-7
Kim E., Khan U., Dhar R., "Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty." Journal of Marketing Research, vol. 50, no. 4, 2013, pp. 505-516
Goldsmith K., Kim E., Dhar R., "When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion." Journal of Marketing Research, vol. 49, no. 6, 2012, pp. 872-881
Kim E., Dhar R., "Seeing the Forest or the Trees: Implications of Construal Level Theory for Consumer Choice." Journal of Consumer Psychology, vol. 17, 2007, pp. 96-100