My research focuses on the intersection of emerging technologies and their commercial and societal impacts. I investigate how technologies like livestreams, augmented reality (AR), generative AI (GenAI), and NFTs reshape social interactions, digital experiences, and product perceptions. Utilizing a variety of methods such as experiments, secondary data analysis (including web scraping, conjoint analysis, and structural equation modeling), and process tracing (using tools like mouse- and eye-tracking), I explore these technologies' profound effects on consumer behavior. My research aims to provide actionable insights for marketers and advance theoretical understanding, integrating a wide range of theories from marketing and human-computer interaction, ensuring that technology firms consider their broader implications. Additionally, I examine how contextual factors influence consumer decisions in both digital and physical environments.
Please feel free to drop a note if you'd like to talk about my research or about anything else!
1. Rhonda Hadi, Shiri Melumad, Eric S. Park, (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, Volume 34, Issue 1, January 2024, Pages 142-166
2. Rhonda Hadi*, Eric S. Park*, (2024) Bridging the Digital and Physical: The Psychology of Augmented Reality. Current Opinion in Psychology (*Equal Contribution)
3. Jaeyeon Chung, Eric S. Park, Beyond Rarity and Aesthetics: The Hidden Driver of NFT Digital Art Popularity. (Invited for 3rd round review at Journal of Marketing)
4. Eric S. Park, Gita V. Johar, Fast Chat, Feels Crowded: Chat Speed Affects Popularity Perceptions in Livestreams. (Dissertation Essay 1). Invited for 2nd Round Review at Journal of Marketing Research.
5. Eric S. Park, Kristen Lane, Silvia Bellezza, Guardians of Luxury: How NFTs Safeguard Conspicuous Consumption. (Revising for resubmission at Journal of Marketing)
Eric S. Park, Xuwen Hua, Martijn Willemsen, Eric Johnson, When Does Attraction Effect Occur?: A Case for Value Construction in Attraction Effect, Manuscript in Preparation
Nathaniel Posner, Eric S. Park, Bernd Schmitt, When Consumers Credit AI with Consciousness. Manuscript in Preparation
Youjung Jun, Jennifer Sun, Eric S. Park, Accessorizing Consumption: Putting Consumption Experience in Context Increases Complementary Purchases, Manuscript under Preparation
Eric S. Park, Rhonda Hadi, Gita V. Johar, AR as a Loneliness Intervention Technology. (Dissertation Essay 2). Studies in Progress.
ETH Zurich, Department of Management, Technology, and Economics (Jan, 2025)
Baruch College, Zicklin School of Business (Oct, 2024)
Rutgers University, Rutgers Business School (Oct, 2024)
University of Michigan, Ross School of Business (Oct, 2024)
Nanyang Technical University, Nanyang Business School Oct, 2024)
Oklahoma State University, Spears School of Business (Sep, 2024)
Vanderbilt University, Owen Graduate School of Management (Sep, 2024)
University of Alberta, Alberta School of Business (Sep, 2024)
Into the Future: Emerging Technologies and Their Implications for Consumers, Industry, and Policy. Mar 2024, Society for Consumer Psychology (Co-Chair with David Finken and Martin Mende; Roundtable)
NFTs 2: Value Drivers of Non-Fungible Tokens May 2023, European Marketing Academy Conference (Co-Chaired w/ Reto Hofstetter)
What NFTs offer Marketing: Implications of NFTs for consumers and firms Mar 2023, Society for Consumer Psychology
NFTs for Conspicuous Consumption. Dec 2022, International Conference on Crypto-Marketing
Socializing in the Virtual Realm: Emerging Social Technologies and Implications for Firms and Consumers. Oct 2022, Association for Consumer Research
“A Change in Perspective” in Context Effects. Oct 2022, Association for Consumer Research
Fast Chat? Feels Crowded!: Chat Speed Affects Popularity Perceptions in Livestreams
Guardians of Luxury: How NFTs Safeguard Conspicuous Consumption
When Does Attraction Effect Occur?: A Case for Value Construction in Attraction Effect
Accessorizing Consumption: Putting Consumption Experience in Context Increases Complementary Purchases
When Consumers Credit AI with Consciousness
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