Hyewon Park is an Assistant Professor of Marketing at the College of Business at the Tennessee Technological University. Her research takes a behavioral economics perspective to investigate marketing problems at the intersection of marketing, economics, psychology and sociology. She employs analytical modeling and economic experiments with human subjects to address her research questions. Her research focuses on how consumers’ social identity affects their consumption behavior, economic exchanges among consumers, and firms’ marketing strategies. She earned her first Ph.D. in Management at Korea University in Seoul, Korea and the second Ph.D. in Marketing at University of California, Irvine. Prior to joining the Ph.D. program at University of California, Irvine, she also worked as a research professor at Graduate School of Business, Sungkyunkwan University and Korea University Business School in Seoul, Korea. During her employment at Korea University, she received multiple excellence of teaching awards, an outstanding service award and a best paper award.