Wi-Suk Kwon, Ph.D.

Wi-Suk Kwon, Ph.D.

  • Human Sciences Professor of Retailing
  • Graduate Program Officer
  • Director, The Innovation in Retail and Consumer Experiences Initiative
(334) 844-4011
kwonwis@auburn.edu
2058 Haley Center
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Dr. Wi-Suk Kwon is the Human Sciences Professor of Retailing, CADS Graduate Program Officer, and Director of the Innovation in Retail and Consumer Experiences (iRACE) Initiative. Her research interests revolve around two primary areas: Artificial Intelligence (AI) in Consumer and Retail Environments: Conversational AI design and analysis for optimizing cognitive and social assistance to support consumer information processing and decision making in phygital (physical + digital) environments; Consumer and industry perceptions and acceptance of AI; Use of AI to augment retail business decision making. Innovations in Marketing/Branding and Merchandising: Branding in omnichannel environments; Technological applications (e.g., AI; VR/AR/XR/Metaverse; Social media; Mobile; IoT) for optimal branding and merchandising in physical and virtual consumption environments. Dr. Kwon’s research programs are theoretically founded in cognitive and social psychology and methodologically versatile by incorporating qualitative, quantitative, and intervention research methods. Her research has been federally funded by the U.S. National Science Foundation, U.S. Department of Agriculture, and U.S. Department of Commerce. The complexity of the research problems she pursues to solve has often driven her to engage in multidisciplinary research in collaboration with investigators from computer science and engineering, health and medical scientists, psychologists, and other social scientists. The broad-reaching impact of her research has been acknowledged through numerous publications in reputed ISI-indexed journals across diverse disciplines, including human sciences (e.g., Clothing and Textiles Research Journal), business (e.g., Journal of Retailing, Journal of Business Research, Journal of Retailing and Consumer Services), computer applications (e.g., Computers in Human Behavior, Journal of Electronic Commerce Research), psychology (e.g., Frontiers in Neuroscience), and health science (e.g., Health Environments Research & Design Journal, Journal of Managed Care & Specialty Pharmacy).

Education

  • Ph.D.The Ohio State University2005

  • M.S.Iowa State University2001

  • B.S.Seoul National University1993

Professional Experience

Human Sciences Professor, Auburn University (2015 - present)

Human Sciences Associate Professor, Auburn University (2010 - 2015)

Assistant Professor, Auburn University (2005 - 2010)

College of Human Ecology Graduate Fellow, The Ohio State University (2004-2005)

Graduate Teaching Associate, The Ohio State University (2003-2004)

University Fellow, The Ohio State University (2002-2003)

Research and Development Manager,  Research International (RI) Korea (2001-2002)

Graduate Research Assistant, Iowa State University (1999-2001)

Brand Manager, MAX&Co Korea (1996-1998)

Merchandising & Planning Manager, KoriMax (MaxMara Korea) (1994-1998)

Assistant Designer, Kimijin Co. (1993-1994)

Innovation

Selected Publications:

Elbadawy, H., & Kwon, W.-S. (2025). Beyond the response: How timing and context shape empathy, responsiveness, and social presence in AI conversations. Human-Computer Interaction & Emerging Technologies, 195, 241-248. https://doi.org/10.54941/ahfe1006242

Chattaraman, V., Kwon, W.-S., Ross, K., Sung, J., Alikhademi, K., Richardson, B., & Gilbert, J. E. (2024). Smart’ choice? Evaluating AI-based mobile decision bots for in-store decision-making. Journal of Business Research, 183, 114801. https://doi.org/10.1016/j.jbusres.2024.114801

Harrison, E. N. B., & Kwon, W.-S. (2023). Brands talking on events? Personifying brands to drive consumer engagement in real-time marketing on Twitter based on brand-event congruence. Journal of Product and Brand Management, 32(8), 1319-1337. https://doi.org/10.1108/JPBM-10-2022-4180

Huang, X., Kwon, W.S., Harrison, E.N.B., McCormick, N., & Westrick, S. (2023). Effects of conversational AI assistance and decision stages on the flow experience of older users’ of an e-healthcare decision tool. Communications in Computer and Information Science, 1833, 478-485. https://doi.org/10.1007/978-3-031-35992-7_64

Chang, J. Y., & Kwon, W.-S. (2022). E-store-brand personality congruence for multichannel apparel retail brands. Journal of Fashion Marketing and Management, 26(1), 159-178. https://doi.org/10.1108/JFMM-08-2019-0167

Kwon, W.-S., Woo, H., Sadachar, A., & Huang, X. (2021). External pressure or internal culture? An innovation diffusion theory account of small retail businesses’ social media use. Journal of Retailing and Consumer Services, 62, 102616. https://doi.org/10.1016/j.jretconser.2021.102616

Chattaraman, V., Kwon, W.-S., Ross, K., & Gilbert, J. (2019). Should AI-based, conversational digital assistants employ social- or task-oriented interaction style? A task-competency and reciprocity perspective. Computers in Human Behavior, 90, 315-330. https://doi.org/10.1016/j.chb.2018.08.048

Kwon, W.-S., Chattaraman, V., Ross, K., Alikhademi, K., & Gilbert, J. E. (2018). Modeling conversational flows for in-store mobile decision aids. Communications in Computer and Information Science, 852, 302-308. https://doi.org/10.1007/978-3-319-92285-0_42

Kwon, W.-S., Englis, B., & Mann, M. (2016). Are third-party green-brown ratings believed? The role of prior brand loyalty and environmental concern. Journal of Business Research, 69(2), 815-822. https://doi.org/10.1016/j.jbusres.2015.07.008

Selected Grants:

Kwon, W.-S. (2022-2026). Alabama Agricultural Experiment Station (AAES) Hatch Grant, USDA. “Conversational AI Technology: Cognitive and Social Aids for Alabama Rural Seniors’ Effective E-Health Decisions.”

Kwon, W.-S., & Westrick, S. (2019-2022). Intramural Grant Program – Interdisciplinary Team Research Grant. Auburn University, “Designing an Intelligent Decision Assistant for E-Healthcare Decision Tools for Older Adults: Application for Medicare Plan Finder.”

Chattaraman, V., Kwon, W.-S., & Gilbert, J. (2015-2019). National Science Foundation, “CHS: Small: Collaborative Research: Mobile Language-Based Aids for Intelligent Decisions.”

Gilbert, J. E., Chattaraman, V., & Kwon, W.-S. (2009–2013). National Science Foundation, “HCC: Small: Conversational Agents in Web-Based Consumer Environments Designed for Older Users.”

Kwon, W.-S., Englis, B. G., & Solomon, M. (2008-2009). U.S. Department of Commerce - National Textile Center, “A Visual Approach to the Assessment of Apparel Brand Personality and Its Relationship to Brand Equity.”

Teaching Areas

  • Undergraduates: Innovation in Retail and Consumer Experiences; Retail Management; Merchandise Planning and Control

  • Graduates: Research Methods; Branding Research; Conversational AI Research in Consumer and Design Sciences; Protocol for Graduate Study

Selected Honors and Awards

Association of Collegiate Marketing Educators (ACME) Best Paper Award (2024)

Federation of Business Disciplines (FBD) Distinguished Paper Award (2024)

American Marketing Association (AMA)/American Collegiate Retail Association (ACRA) Overall Best Paper Award (2021)

International Textile and Apparel Association (ITAA) Paper of Distinction Awards (2010, 2011, 2013, 2019, 2020)

ITAA Educators for Socially Responsible Apparel Practices Research Award (2018)

Human-Computer Interaction Institute (HCII) Best Poster Paper Award (2018)

People’s Choice Award,  Engagement Scholarship Consortium Conference (2017)

Best Poster Award for Faculty Engagement, Engagement Scholarship Consortium Conference (2017)

National Textile Center (NTC) Director’s Awards for Research Excellence (2007, 2009)