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HOKMA College of General Education

Eunice Eunsil Kim Associate Professor

Department of Psychology / HOKMA College of General Education

Eunice Eun-Sil Kim(김은실) 프로필 사진 
Dr. Eun Sil (Eunice) Kim, Ph.D. is an Associate Professor in the Department of Psychology. Her research focuses on consumer and advertising psychology, marketing and persuasive communications in digital media environments, and self-presentation on social media. She is interested in applying theories and concepts from psychology and communication literature to current digital persuasive communications contexts.

Prior to joining Ewha, Dr. Kim worked as an assistant professor with a joint position with the Department of Advertising and the Department of Public Relations at the University of Florida. She has worked in consumer research and account planning at several advertising agencies and worked as a social media communication consultant. She has awarded the 2017 Mary Alice Shaver Promising Professor Award and the 2015 Research Fellowship Award from American Academy of Advertising.

For more information one her research, please visit the Consumer & Persuasion Effects in Psychology Lab website. 
https://copelabpsychology.com
  • sdg12

 소비자광고심리 연구실 

Research Record
  • [학술지논문] Mitigating Appearance Threats: The Differential Effects of Compensatory Consumption on Self-Control Mitigating Appearance Threats: The Differential Effects of Compensatory Consumption on Self-Control Asia Marketing Journal, 2026, v.27 no.4 , 340-354
    Scopus
  • [학술지논문] Disclosing the 'real' flaws: how influencer negative self-disclosure enhances influencer authenticity INTERNATIONAL JOURNAL OF ADVERTISING, 2025, v.44 no.8 , 1714-1739
    SSCI
  • [학술지논문] Gone but Not Forgotten: Investigating the Cognitive Effects of Social Media Content Ephemerality and the Moderating Role of Viewer Involvement Journal of Current Issues and Research in Advertising, 2025, v.46 no.4 , 539-556
    Scopus
  • [학술지논문] Influence of SNS Ad Location and Users’ Brand-Following Status on on Consumer Evaluations The International Journal of Advanced Smart Convergence, 2025, v.14 no.1 , 26-35
    KCI
  • [학술지논문] Mitigating effort through power: The impact of participant power in nonprofit participatory campaign engagement Journal of Philanthropy and Marketing, 2025, v.30 no.1 , 1-11
    Scopus
  • [저역서] 소비자심리학 학지사 , 2025, 432
  • [저역서] 소비자심리학 학지사 , 2025, 432
  • Framing responsibility: Human and AI agent effects on apology effectiveness in service failures Computers in Human Behavior, 2026, v.179, 108931
    SSCI Scopus dColl.
  • [학술지논문] Distancing Appearance Threats: How Advertising Message Framing Shapes Self-control Under Appearance Threats 한국심리학회지: 소비자·광고, 2026, v.27 no.1 , 69-93
    KCI
  • [학술지논문] Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery JOURNAL OF FASHION MARKETING AND MANAGEMENT, 2024, v.28 no.6 , 1113-1134
    SSCI
  • [학술지논문] 기억 효능감과 암묵적 자기 이론이 자기통제와 건강한 음식 선택에 미치는 영향 소비문화연구, 2024, v.27 no.1 , 15-32
    KCI
  • [학술지논문] 재활용 가용성 정보와 의인화 단서가 포장재의 재활용 행동과 소비자의 인식에 미치는 영향 사회과학연구논총, 2024, v.40 no.1 , 35-60
    KCI
  • [학술지논문] Influencers with #NoFilter: How micro-celebrities use self-branding practices on Instagram COMPUTERS IN HUMAN BEHAVIOR, 2023, v.148 no.107892 , 1-8
    SSCI
  • [학술지논문] The Effects of Hispanics’ Social TV Participation on Ethnic Identifications The International Journal of Internet, Broadcasting and Communication, 2023, v.15 no.1 , 243-253
    KCI
  • [학술지논문] The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts Journal of Current Issues and Research in Advertising, 2023, v.44 no.2 , 193-211
    Scopus
  • [학술지논문] The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising JOURNAL OF CONSUMER BEHAVIOUR, 2023, v.22 no.5 , 1296-1308
    SSCI
  • [학술지논문] 인지부하, 인플루언서의 내러티브, 광고 공시가 인플루언서 후원 콘텐츠 광고 효과에 미치는 영향 사회과학연구논총, 2023, v.39 no.1 , 91-121
    KCI
  • [학술지논문] Effects of Feedback and Recall on Pro-environmental Consumption Intention and Advertising Attitudes: The Mediating Role of the Perceived Self-completion 한국심리학회지: 소비자·광고, 2023, v.24 no.2 , 167-194
    KCI
  • [학술지논문] How Perceived Interactivity between Virtual Influencers and Their Followers and Advertising Type Impacts the Advertising Effectiveness : Mediating Role of Authenticity 한국광고홍보학보, 2022, v.24 no.2 , 5-42
    KCI
  • [학술지논문] 선물하기(gift-giving) 행동이 소비자의 정체성 위협에 미치는 영향에 대한 연구: 미국 소비자를 중심으로 한국심리학회지: 소비자·광고, 2022, v.23 no.2 , 153-171
    KCI
  • [학술지논문] 인스타그램 스토리의 지각된 일시성이 사용자의 자기개방 의도에 미치는 영향 한국심리학회지: 소비자·광고, 2022, v.23 no.3 , 257-288
    KCI
  • [학술지논문] 자아 고갈과 사회적 지지가 SNS 기부 캠페인 참여 의도에 미치는 영향: 자기효능감을 통한 사회적 지지의 매개된 조절효과를 중심으로 사회과학연구논총, 2022, v.38 no.1 , 33-64
    KCI
  • [학술지논문] Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users Journal of Promotion Management, 2021, v.27 no.1 , 1-26
    Scopus
  • [학술지논문] Understanding Motivations and Engagement Outcomes of Social Media Television Coviewing The International Journal of Advanced Smart Convergence, 2021, v.10 no.4 , 1-13
    KCI
  • [학술지논문] 광고 길이와 시간적 확실성, 광고 선택이 인스트림 광고 효과에 미치는 영향 한국심리학회지: 소비자·광고, 2021, v.22 no.1 , 81-110
    KCI
  • [학술지논문] Effects of Time Pressure, Regulatory Focus, and Need for Cognitive Closure on Attitude towards and Purchase Intention for an Time-limited Ad 한국심리학회지: 소비자·광고, 2021, v.22 no.2 , 179-206
    KCI
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Courses

  • 2026-1st

    • Exploring the Social Sciences

      • Subject No 11304Class No 01
      • 1Year ( 3Credit , 3Hour) Fri 3~4 (POSCO363)
        • Syllabus(File)

    • Advertising Psychology

      • Subject No 34517Class No 01
      • 4Year ( 3Credit , 3Hour) Mon 5~5 (POSCO252) , Wed 4~4 (POSCO252)
        • Syllabus(File)

    • Studies of Advertising Effect

      • Subject No G11462Class No 01
      • Year ( 3Credit , 3Hour) Tue 4~5 (POSCO353)
        • Syllabus(File)

  • 2024-2nd

    • Studies of Advertising Effect

      • Subject No G11462Class No 01
      • Year ( 3Credit , 3Hour) Wed 4~5 (POSCO353)
        • Syllabus(File)

  • 2024-1st

    • First-Year Seminar

    • Advertising Psychology

  • 2023-2nd

    • Consumer Psychology

  • 2023-1st

    • Consumer Psychology in Cyberspace

      • Subject No G13250Class No 01
      • Year ( 3Credit , 3Hour) Thu 5~6 (POSCO351)
        • Syllabus(File)
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Academic Background

University of Texas at Austin Ph.D.(Advertising)

University of Texas at Austin M.A.(Advertising)

Work Experience

University of Florida 2014-08-19 ~ 2018-02-28

Associate Vice President for International Affairs(International Exchange Affairs) 2023-01-01 ~ 2024-07-31

Department Chair, Psychology 2026-02-01 ~ 2028-01-31

List