Theresa (Tess) Kwon, an Assistant Professor of Marketing at HKU Business School, brings an international background with academic and professional experiences across the United States, South Korea, the Netherlands, and Hong Kong. Her journey into marketing began with an interest in the psychological aspects of fashion, which evolved into a broader passion for understanding consumer behaviour. She leverages insights from marketing, psychology, and behavioural economics to study how consumers can make better decisions to enhance their own and others’ well-being.

Prof. Kwon specialises in the two key areas of shared and solo consumption, and choices for and with others. For example, while prior research typically focused on solo or joint consumption in isolation or on the consequences of being in joint (vs. solo) consumption contexts, her dissertation took a novel approach by identifying factors that shape decisions about whether to engage in consumption activities by oneself or with others in the first place. This work earned her the SCP Schumann Dissertation Proposal Award (2022) and an honourable mention for the John A. Howard/AMA Dissertation Award (2024).

In one of her key research projects, she examined how people living together, such as couples or roommates, navigated decision-making across the customer decision journey. Her research revealed an interesting pattern: although consumers prefer to make purchase decisions by themselves, they have a robust preference to involve their partners when it comes to getting rid of items. This preference stems from the desire to understand the value their partner places on an item before getting rid of it. Importantly, this preference can delay disposal, contributing to the widespread challenge of product overaccumulation in households.

In the classroom, Prof. Kwon is deeply committed to creating an inclusive and engaging learning environment, where each student feels valued and heard. She offers various ways for students to participate – through writing exercises, group discussions, and interactive polls – allowing everyone to contribute in ways they find comfortable. She’s driven to support each student’s learning journey and foster a sense of belonging within HKU Business School’s academic community.

Prof. Kwon’s dedication to her students extends beyond the classroom. She understands that pursuing an academic journey, while rewarding, can also present challenges. She encourages students to view challenges as opportunities to grow and develop resilience and skills that will serve them throughout their lives. In addition, she wants her students to remember that they are not alone – the University is filled with professors, advisors, and classmates who are there to support them.

Prof. Kwon is a valuable asset to HKU Business School, bringing her extensive knowledge, passion for research, and dedication to student success. Her ability to translate complex consumer behaviour concepts into practical insights benefits both her students and the wider academic community. Through her innovative research and teaching commitment, she continues to inspire her students and will undoubtedly shape the next generation of business leaders for years to come.