Jong Hyun

Previous Scheduled Teaching

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. (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

Contracts, Grants and 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).