Previously he was an assistant professor at Cleveland State University, a visiting scholar at Grey Worldwide, Harvard, Sookmyung, Dongguk, and UNIST, and a consultant at U.S. and Korean firms and government agencies. He studies consumer behavior. He has published articles in many international journals and has served on editorial boards. He has also written columns for newspapers and magazines. Teaching Interests Marketing Communications, Advertising, Consumer Behavior, Marketing Research. Research Interests Branding, Integrated Marketing Communication, Consumer Psychology, International Advertising, Digital Marketing, Social Marketing.