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Jong Hyun

Assistant Professor

University of North Texas

Department of Merchandising and Digital Retailing

(940) 369-8918

Email: Jonghan.Hyun@unt.edu

Education

  • PhD, University of Tennessee Knoxville, 2015
    Major: Retail, Hospitality, and Tourism Management
    Specialization: Retail and Consumer Sciences
    Dissertation: Why Do U.S. Consumers Purchase Ethnically Disparate Products?

Professional Positions

    Academic - Post-Secondary

  • Assistant Professor (tenure track), University of North Texas. University of North Texas. (2024 - Present).
  • Assistant Professor (tenure track), Kent State University. Kent State University. (2018 - 2024).
  • Associate Professor (non-tenure track), Kent State University. Kent State University. (2016 - 2018).
  • Assistant Professor (non-tenure track), Kent State University. Kent State University. (2010 - 2016).

    • Professional

  • Assistant Merchandiser, Li & Fung. Li & Fung. (2004 - 2005).

Development Activities

  • Workshop, Research BREAKS - Introduction to Innovation and Commercialization, University of North Texas. United States of America. (February 2026).
  • Self-Study Program, CLEAR Online Course Development Training, University of North Texas. United States of America. (January 2026).
  • Workshop, See More Students Pass with High Rapport, University of North Texas. United States of America. (January 2026).
  • Workshop, Civil Discourse in Teaching, University of North Texas. Denton,TX,United States of America. (November 2025).
  • Workshop, ACUE Effective Teaching Practice Framework, The Association of College and University Educators. United States of America. (August 2024 - April 2025).
  • Workshop, Find funding opportunities - Pivot overview, University of North Texas. United States of America. (February 2025).
  • Workshop, UNT Faculty Mentoring Program, University of North Texas. United States of America. (December 2024).
  • Workshop, Promotion & Tenure Workshop, University of North Texas. United States of America. (November 2024).
  • Workshop, Writing Powerful Grants Workshop, Kent State University. Kent,Ohio,United States of America. (2021 - 2021).
  • Faculty Fellowship, Intercultural Faculty Scholars Program, Kent State University. Kent,Ohio,United States of America. (2018 - 2019).

Teaching

Teaching Experience

    University of North Texas

  • CEXM 4440 - Consumer Analytics and Data Visualization, 2 courses.
  • CMHT 5200 - Mixed Methods Research For Consumer Markets, 1 course.
  • CMHT 5600 - Managing Customer Experiences, 2 courses.
  • ICON 4440 - Consumer Analytics and Data Visualization, 1 course.
  • MDSE 4660 - Advanced Application, 4 courses.
  • MDSE 5330 - Consumer Analytics and Data Visualization, 3 courses.
  • MDSE 5920 - Problem in Lieu of Thesis, 1 course.

Teaching at Other Institutions

  • Kent State University, FDM 35270 Computer Applications in Retailing, Spring 2024.
  • Kent State University, FDM 40270 Fashion Industry Research Methods, Spring 2024.
  • Kent State University, FDM 35270 Computer Applications in Retailing, Fall 2023.
  • Kent State University, FDM 40270 Fashion Industry Research Methods, Fall 2023.
  • Kent State University, FDM 40270 Fashion Marketing, Spring 2023.
  • Kent State University, FDM 40270 Fashion Marketing, Fall 2022.
  • Kent State University, FDM 40270 Fashion Marketing, Spring 2022.
  • Kent State University, FDM 60030 Forms of Inquiry in Fashion, Spring 2022.

Directed Student Learning

  • Master's Thesis Committee Member, "Behind the Apron: Employee Food Waste Behavior and Food Safety Concerns in Dining Halls," Hospitality, Event and Tourism Management. (October 2024 - March 2025).
  • Master's Thesis Committee Member, "Exploring the Impact of Over-Commodification on Heritage Preservation: A Case Study of Cape Coast Castle, Ghana," Hospitality, Event and Tourism Management. (October 2024 - March 2025).

Awards and Honors

  • Paper of Distinction Award, International Textile and Apparel Association. (November 21, 2025).
  • Top downloaded article 2017 – 2018, Journal of Consumer Behaviour. (2019).
  • Intellect Books Research Award, International Textile and Apparel Association. (2015).
  • Outstanding Reviewer Award, Clothing and Textiles Research Journal. (2015).

Research

Published Intellectual Contributions

    Conference Proceeding

  • Hyun, J. (2025). Exploring the influence of regulatory focus, cosmopolitanism, and ethnocentrism on consumer preferences for ethnic products. Under a Carolina Sky. American Collegiate Retailing Association. https://cdn.ymaws.com/acraretail.org/resource/resmgr/proceeding/2025_proceeding_final02.pdf
  • Hyun, J. (2025). Regulatory Orientation and Ethnic Identity: Drivers of Cosmopolitanism and Xenocentrism in Consumer Behavior. Under a Carolina Sky. American Collegiate Retailing Association. https://cdn.ymaws.com/acraretail.org/resource/resmgr/proceeding/2025_proceeding_final02.pdf
  • Hyun, J., Chakraborty, S. (2025). Cosmopolitanism, Ethnocentrism, and Sustainable Consumption: The Mediating Roles of Self-Expression and Self-Presentation. Gateway to a Brighter Future. International Textile and Apparel Association. https://doi.org/10.31274/itaa.21421
  • Chakraborty, S., Hyun, J. (2025). Interplay between Cosmopolitanism, Eco-Citizenship, and Eco-Anxiety in Predicting Fashion Innovativeness and Purchase Intention for Sustainable Products . Gateway to a Brighter Future. International Textile and Apparel Association. https://doi.org/10.31274/itaa.21435
  • Hyun, J., Jestratijevic, I. (2025). Promoting Textile Recycling Through Persuasive Appeals: Insights from Cosmopolitanism, Ethnocentrism, and Moral Foundations Theory. Gateway to a Brighter Future. International Textile and Apparel Association. https://doi.org/10.31274/itaa.21379
  • Hyun, J., Slaton, K.S. (2025). Understanding Student Adoption of Generative AI for Writing: A Technology Acceptance Model Approach. Gateway to a Brighter Future. International Textile and Apparel Association. https://doi.org/10.31274/itaa.21380
  • Hyun, J., Chakraborty, S. (2025). Why Do Cosmopolitans Go Green? Investigating the Role of Self-Expression and Need-for-uniqueness. Gateway to a Brighter Future. International Textile and Apparel Association. https://doi.org/10.31274/itaa.21381
  • Dorband, A., Hyun, J., Kim-Vick, J. (2024). Deceptive Social Media Advertising Practices: The Effect of Sponsorship Disclosure on Consumer Purchase Intention. Fashion Towards Post-Humanism. 3 462. International Foundation of Fashion Technology Institutes. https://iffti.org/downloads/iffti-publication/annual-proceedings/proceedings-2024/PDF-462.pdf
  • Hyun, J. (2024). Apparel Product Presentation in Online Marketplaces: A Regulatory Focus Perspective. Bridging the Divide. International Textile and Apparel Association.
  • Hyun, J. (2024). Consumer Responses to Ethnic-Inspired Apparel: Investigating the Impacts of Ethnic-Embeddedness and Regulatory Focus. Bridging the Divide. International Textile and Apparel Association.
  • Noe, H., Hyun, J. (2020). Fashion renting: an exploratory study of user and non-user behaviors. Pivoting for the Pandemic. 77 (1) International Textile and Apparel Association.
  • Kim, J., Hyun, J. (2019). Investigating fashion leaders’ and non-fashion leaders’ perception toward trade-offs in eco-friendly clothing. Risk and Reward. 76 (1) International Textile and Apparel Association.
  • Hyun, J., Kim, J. (2018). How Do Fashion Leaders Respond to Trade-Offs between Eco-Friendliness and Hedonic/Utilitarian Attributes?. Re-Imagine the Re-Newable. 75 (1) International Textile and Apparel Association.
  • Hyun, J. (2017). The Role of Regulatory Focus and Fit in Attribute-Based Evaluation of Apparel Products. 74 (1) International Textile and Apparel Association.
  • Hyun, J. (2017). The Role of Regulatory Focus in Online Apparel Product Display. 74 (1) International Textile and Apparel Association.
  • Hyun, J. (2016). Apparel Product Attributes and Consumer Choice Decision: A Regulatory Focus Perspective. 73 (1) International Textile and Apparel Association.
  • Gonzalez-Padron, T., Runyan, R.C., Hyun, J., Line, N., Kim, Y., Finnegan, C. (2015). “Tried and True” or “Cutting Edge”: Use of Data Analytical Techniques in Marketing Research. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 3-3. Springer International Publishing. https://doi.org/10.1007/978-3-319-10873-5_3
  • Hyun, J., Fairhurst, A.E. (2015). Investigating the Consumption of Ethnically Disparate Products. 72 (1) International Textile and Apparel Association.
  • Hyun, J., Runyan, R. (2009). North American author and institution rankings in retailing scholarship: 1994-2008. 12 136-140. Academy of Marketing Science.

    • Journal Article

  • Hyun, J., Slaton, K.S. (2026). Balancing Innovation and Integrity: Student Adoption of Generative Artificial Intelligence for Writing Assignments. IT Professional Magazine. 28 (3) 52-58.
  • Hyun, J. (2025). Online apparel presentation: Exploring consumer response toward different types of product images. Journal of Global Fashion Marketing. 1-17. https://doi.org/10.1080/20932685.2025.2560312
  • Hyun, J., Chakraborty, S. (2025). Cosmopolitanism, Ethnocentrism, and Sustainable Consumption: The Mediating Roles of Self-Expression and Self-Presentation. Journal of International Consumer Marketing. 1-13. Informa UK Limited. https://doi.org/10.1080/08961530.2025.2595651
  • Herman, J., Kim-Vick, J., Hyun, J. (2025). The Inner Drive: Unpacking the Motivations for Consumer Participation as Sellers in Apparel Resale. Businesses. 5 (4) 53. MDPI AG. https://doi.org/10.3390/businesses5040053
  • Hyun, J., Lee, K. (2025). Exploring health perceptions toward ethnic restaurants in the US. British Food Journal. 1-19. Emerald. https://doi.org/10.1108/bfj-02-2024-0185
  • Hyun, J. (2025). Mainstream consumer attraction to ethnic-inspired apparel: Exploring the role of ethnic-embeddedness and regulatory focus. Journal of Global Fashion Marketing. 16 (3) 349-364. Informa UK Limited. https://doi.org/10.1080/20932685.2025.2491329
  • Noe, H., Hyun, J. (2024). Why do and why don't consumers use fashion rental services? A consumption value perspective. Journal of Fashion Marketing and Management. 28 (3) 566-580. Emerald. https://doi.org/10.1108/jfmm-07-2023-0168
  • Hyun, J., Lee, K. (2022). Authenticity in ethnic restaurants: investigating the roles of ethnocentrism and xenocentrism. Tourism and Hospitality Management. 28 (3) 683-690. University of Rijeka, Faculty of Tourism and Hospitality Management. https://doi.org/10.20867/thm.28.3.3
  • Hyun, J. (2022). Investigating the role of regulatory focus in apparel attribute prioritization. Journal of Fashion Marketing and Management. 26 (4) 565-581.
  • Lee, K., Hyun, J., Lee, Y. (2022). Fast food consumption value: Examining the moderating role of process value. International Journal of Contemporary Hospitality Management. 34 (12) 4729-4747. Emerald. https://doi.org/10.1108/ijchm-04-2022-0455
  • Lee, K., Hyun, J., Lee, Y. (2022). Why do and why Don’t people consume fast Food?: An application of the consumption value model. Food Quality and Preference. 99 104550. Elsevier BV. https://doi.org/10.1016/j.foodqual.2022.104550
  • Hyun, J., Lee, K., Kim-Vick, J. (2021). Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus. Journal of Retailing and Consumer Services. 59 102365. Elsevier BV. https://doi.org/10.1016/j.jretconser.2020.102365
  • Hyun, J., Fairhurst, A. (2018). Understanding consumers' purchasing behavior of ethnically disparate products. Journal of Consumer Behaviour. 17 (1) Wiley. https://doi.org/10.1002/cb.1691
  • Hyun, J., Hahn, K., Leslie, C.A. (2016). An Analysis of Individual and Institutional Contributions to the Fashion Marketing Forum From 2004 to 2014. Clothing and Textiles Research Journal. 34 (3) 179-195. SAGE Publications. https://doi.org/10.1177/0887302x16632907
  • Finnegan, C., Runyan, R.C., Gonzalez‐Padron, T., Hyun, J. (2016). Diversity and Rigor Trends in Retailing Research: Assessment and Guidelines. International Journal of Management Reviews. 18 (1) 51-68. Wiley. https://doi.org/10.1111/ijmr.12059
  • Park, J., Hyun, J., Fairhurst, A., Lee, K. (2012). Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -. The Research Journal of the Costume Culture. 20 (3) 451-462. The Costume Culture Association. https://doi.org/10.7741/rjcc.2012.20.3.451
  • Runyan, R.C., Hyun, J. (2009). Author and institution rankings in retail research: an analysis of the four retail journals from 1994–2008. International Review of Retail, Distribution and Consumer Research. 19 (5) 571-586. https://doi.org/10.1080/09593960903445442

Presentations Given

    Oral Presentation

  • Slaton, K.S. (Author & Presenter), Hyun, J. (Author), 2026 Association of Collegiate Marketing Educators (ACME) Conference, THE VIEWS OF AI IN EDUCATION AND THE FASHION INDUSTRY: A TYPOLOGY OF FASHION MERCHANDISING STUDENTS THROUGH THE HUMAN ECOSYSTEM, Association of Collegiate Marketing Educators (ACME), Richardson, Texas, United States of America. (2026 - 2026).
  • Chakraborty, S. (Author & Presenter), Hyun, J. (Author & Presenter), Association of Collegiate Marketing Educators 2026 Conference, Pathways to Eco-Conscious Consumption: An Application of the Self-Discrepancy Theory, Association of Collegiate Marketing Educators, Dallas, TX, United States of America. (2026 - 2026).
  • Liu, Z. (Author), Kim-Vick, J. (Author), Hyun, J. (Author & Presenter), Association of Collegiate Marketing Educators 2026 Conference, Predicting the Chinese Consumer’s Consumption Value of Using Mobile Apps to Shop Fashion Products in the Offline Channels, Association of Collegiate Marketing Educators, Dallas, TX, United States of America. (2026 - 2026).
  • Slaton, K. (Author & Presenter), Hyun, J. (Author & Presenter), Association of Collegiate Marketing Educators 2026 Conference, The Views of AI in Education and the Fashion Industry: A Typology of Fashion Merchandising Students Through the Human Ecosystem, Association of Collegiate Marketing Educators, Dallas, TX, United States of America. (2026 - 2026).
  • Hyun, J. (Author & Presenter), Association of Collegiate Marketing Educators 2026 Conference, Understanding Cosmopolitanism and Ethnocentrism Through the Lens of Regulatory Focus, Association of Collegiate Marketing Educators, Dallas, TX, United States of America. (2026 - 2026).
  • Appiah, M.O. (Author & Presenter), Connors, P.L. (Author), Wen, H. (Author), Hyun, J. (Author), The 31st Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Dining Hall Employees' Food Waste and Safety Concerns, United States of America. (2026 - 2026).
  • Hyun, J. (Author & Presenter), Chakraborty, S. (Author & Presenter), 2025 International Textile and Apparel Association Annual Conference, Cosmopolitanism, Ethnocentrism, and Sustainable Consumption: The Mediating Roles of Self-Expression and Self-Presentation, International Textile and Apparel Association, St. Louis, MO, United States of America. (2025 - 2025).
  • Chakraborty, S. (Author & Presenter), Hyun, J. (Author & Presenter), 2025 International Textile and Apparel Association Annual Conference, Interplay between Cosmopolitanism, Eco-Citizenship, and Eco-Anxiety in Predicting Fashion Innovativeness and Purchase Intention for Sustainable Products, International Textile and Apparel Association, St. Louis, MO, United States of America. (2025 - 2025).
  • Hyun, J. (Author & Presenter), Jestratijevic, I. (Author & Presenter), 2025 International Textile and Apparel Association Annual Conference, Promoting Textile Recycling Through Persuasive Appeals: Insights from Cosmopolitanism, Ethnocentrism, and Moral Foundations Theory, International Textile and Apparel Association, St. Louis, MO, United States of America. (2025 - 2025).
  • Hyun, J. (Author & Presenter), Chakraborty, S. (Author & Presenter), 2025 International Textile and Apparel Association Annual Conference, Why Do Cosmopolitans Go Green? Investigating the Role of Self-Expression and Need-for-Uniqueness, International Textile and Apparel Association, St. Louis, MO, United States of America. (2025 - 2025).
  • Hyun, J. (Author & Presenter), 2025 American Collegiate Retailing Association Annual Conference, Exploring the influence of regulatory focus, cosmopolitanism, and ethnocentrism on consumer preferences for ethnic products, American Collegiate Retailing Association, Columbia, SC, United States of America. (2025 - 2025).
  • Hyun, J. (Author & Presenter), 2025 American Collegiate Retailing Association Annual Conference, Regulatory Orientation and Ethnic Identity: Drivers of Cosmopolitanism and Xenocentrism in Consumer Behavior, American Collegiate Retailing Association, Columbia, SC, United States of America. (2025 - 2025).
  • Kusi, R. (Author & Presenter), KC, B. (Author), Park, S. (Author), Hyun, J. (Author), West Federation CHRIE, Revitalizing heritage preservation: The role of sustainable marketing in balancing commodification and authenticity at Cape Coast Castle, Frisco, Texas, United States of America. (2025 - 2025).
  • Dorband, A. (Author), Hyun, J. (Author), Kim-Vick, J. (Author & Presenter), 26th Annual International Foundation of Fashion Technology Institutes Conference, Deceptive Social Media Advertising Practices: The Effect of Sponsorship Disclosure on Consumer Purchase Intention, International Foundation of Fashion Technology Institutes, Seoul, Korea, South. (2024 - 2024).
  • Hyun, J. (Author & Presenter), 2023 International Textile and Apparel Association Annual Conference, Consumer Responses to Ethnic-Inspired Apparel: Investigating the Impacts of Ethnic-Embeddedness and Regulatory Focus, International Textile and Apparel Association, Baltimore, MD, United States of America. (2023 - 2023).

    • Poster

  • Hyun, J. (Author & Presenter), Slaton, K.S. (Author & Presenter), 2025 International Textile and Apparel Association / Korean Society of Clothing and Textiles Joint Symposium, Understanding Student Adoption of Generative AI for Writing: A Technology Acceptance Model Approach, International Textile and Apparel Association / Korean Society of Clothing and Textiles, St. Louis, MO, United States of America. (2025 - 2025).
  • Kusi, R. (Author & Presenter), KC, B. (Author), Park, S. (Author), Hyun, J. (Author), Research Symposium, College of Merchandising, Hospitality & Tourism (CMHT), UNT, Commodification and heritage preservation: A case study of Cape Coast Castle, United States of America. (2025).
  • Kusi, R.O. (Author & Presenter), KC, B. (Author), Park, S. (Author), Hyun, J. (Author), 30th Annual Graduate Education and Graduate Student Research Conference in Hospitality & Tourism, Exploring the Impact of Over-Commodification on Heritage Preservation: A Case Study of Cape Coast Castle, Houston, United States of America. (2025 - 2025).
  • Hyun, J. (Author & Presenter), 2023 International Textile and Apparel Association Annual Conference, Apparel Product Presentation in Online Marketplaces: A Regulatory Focus Perspective, International Textile and Apparel Association, Baltimore, MD, United States of America. (2023 - 2023).

Contracts, Grants, Sponsored Research

    Grant - Research

  • Slaton, K. (Principal), Hyun, J. (Co-Principal), "Understanding Fashion Students’ Perceptions of Artificial Intelligence A Typology Approach through the Human Ecosystem Framework," sponsored by Center for Consumer Insights and Innovations, University of North Texas, $2000 Funded. (2025).
  • Hyun, J. (Principal), Lee, H.S. (Co-Principal), "Understanding Motivational Pathways and Consumer Segmentation in Ethnic Restaurant Choice," sponsored by Center for Consumer Insights and Innovations, University of North Texas, $2000 Funded. (2025).

Service

University Service

  • Chairperson, Graduate Committee. (2025 - Present).
  • Committee Member, Research Committee. (2025 - Present).
  • Committee Member, Graduate Committee. (2024 - 2025).

Professional Service

  • Committee Member, International Textile and Apparel Association / Teaching Innovation and Resource Committee. (2026 - Present).
  • Reviewer, Ad Hoc Reviewer, Fashion Practice. (2025 - Present).
  • Reviewer, Conference Paper, International Textile and Apparel Association / Nancy Rutherford Teaching Excellence Award. (2026 - 2026).
  • Reviewer, Conference Paper, Global Fashion Management Conference. (2024 - 2024).
  • Reviewer, Ad Hoc Reviewer, Journal of Retailing and Consumer Services. (2023 - 2024).
  • Reviewer, Ad Hoc Reviewer, Fashion & Textiles. (2020 - 2024).
  • Editorial Review Board Member, Clothing and Textiles Research Journal. (2015 - December 31, 2024).
  • Reviewer, Ad Hoc Reviewer, Clothing and Textiles Research Journal. (2014 - 2024).
  • Reviewer, Ad Hoc Reviewer, Journal of Marketing Management. (2021 - 2022).