Sung Hee Paik

Sung-Hee Wendy Paik completed her Ph.D. in marketing from the Lundquist College of Business at the University of Oregon. Her research focuses on consumer behavior such as perception, product aesthetics and design, and consumer inference-making. Domain-wise, she is interested in consumer donation and health-related consumption. Her research has appeared in the Journal of Public Policy & Marketing and the Journal of Business Research.

For her doctoral dissertation, she was honored with a University of Oregon Doctoral Dissertation Research Fellowship. In her dissertation, she investigated how visual elements in donation appeal, such as color and victim image resolution, influence consumers’ donation intentions. Before joining CSUSB, she taught marketing research at the University of Oregon as a graduate teaching fellow. Her teaching interests include marketing research, marketing principles, digital marketing, and consumer behavior.

Prior to her Ph.D., she earned her master’s degree and bachelor’s degrees at Yonsei University, South Korea. While pursuing her Master of Science in Business Administration, she participated in various business research projects with well-known private firms in South Korea, including Samsung Electro-Mechanics and Korean Air, as well as the government organization, Korea Consumer Agency.