Eunjoo (EJ) Han

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Lecturer (Assistant professor)

Phone: +64 9 921 9999 – ext: 6058


Physical Address:

WY414, WY Building
120 Mayoral Drive, Auckland


  • PhD in Business Administration (Marketing), 2016, The University of Texas at Austin
  • Master of Science (Marketing), 2011, Yonsei University, South Korea
  • Bachelor of Science (Business Administration; Minor: Economics), 2007, Yonsei University, South Korea

Memberships and Affiliations:

  • Association of Consumer Research (ACR)
  • Society for Consumer Psychology (SCP)

Teaching Areas:

  • Consumer behaviour
  • Marketing research
  • Business analytics
  • Data analysis
  • Strategic marketing management
  • Retail management

Research Areas:

  • Consumer goals and motivation
  • Prosocial behaviour
  • Sustainability and ethical consumption
  • Fate, fate control, and happiness


(* denotes equal authorship)

  1. Jung, Annie, Eunjin Seo, Eunjoo Han, Marlone D. Henderson and Erika Patall, “Prosocial Modeling: A Meta-analytic Review and Synthesis," Psychological Bulletin, forthcoming.
  2. Kim, Claire Heeryung* and Eunjoo Han*, “Premiums Paid for What You Believe in: The Interactive Role of Price Promotion and Cause Involvement on Consumer Response”, Journal of Retailing, forthcoming.
  3. Han, Eunjoo and Andrew D. Gershoff (2019), “Lots to do or lots of ways to do it? The role of mindset and mood on motivation”, 29 (2), Journal of Consumer Psychology, 187-206.

Industry Experience

  1. Business analyst, Management consulting, Accenture, 2006-08

    Experience and expertise:

    • Customer contact center analytics
    • New product development
    • Digital marketing
    • Business process innovation
    • Omni channel retailing
  2. Market Research, Johnson and Johnson Medical, Asia Pacific, 2006
  3. Global marketing, Samsung Electronics, South Korea, 2004