Two Paseka School of Business marketing students – Kiley Fee (senior) and McKenzie Zacha (senior) – have been accepted to present their study at the 43rd Atlantic Marketing Association Conference in New Orleans, La., Sept. 26-29. They are advised by Wooyang Kim, assistant professor of Marketing.

The title of their study is, “A Dual Process of Decision-Making in Our Choices: The Role of Cognition and Emotion in Everyday Life,” which investigates consumers’ daily consumption pattern of consumer products (e.g., convenient product category) and school shopping attributes who choose MSUM. The sample is an achieve data from the assignment of the course: Consumer Behavior. The result of text analysis shows that consumers tended to use cognitive decision making in purchasing convenient products in grocery stores, while MSUM students are more likely to use emotional decision making in the college choice.  This research was presented at the Andrew B. Conteh Student Academic Conference (see the student profile section in the 2018 booklet of SAC).

Also, with Kelly La Venture ’17 (MBA), Kim’s two research papers have been accepted at the same conference. The titles of the studies are “Do Values Explain Visit Intention of Cultural Property Sites? An Application of Value Theories in Cultural Property and Consumption” and “Effective Destination Promotion in Rural Communities: Management and Marketing Approaches.” The first study applied value theories in an empirical setting of heritage sites to examine tourists’ destination choices depending on cultural and consumption values, and its earlier version was awarded Best Paper at 2018 KAHTEA annual conference. The second study investigated the factors to affect the rural economy of tourism via semi-structured interviews among key stakeholders in small towns of the Midwest region.

The studies with students were supported by Denise Gorsline, Interim Dean of the College of Business Innovation, and the authors acknowledge the appreciation of student research support.