Hankyul Bae

My research explores how consumers’ increasing exposure to other cultures shapes their behavior in the marketplace. This interest is driven not only by theoretical gaps in consumer behavior but also by my own multicultural background. Raised across Korea, Austria, and Germany and educated in both Korean and international schools, I have long been immersed in diverse cultural environments. These experiences sparked a lasting curiosity: How does living between cultures influence the way we think, choose, and consume? My work seeks to answer this question with theoretical rigor and empirical depth.

Broadly, my research examines how multicultural experiences shape consumer behavior by fostering cognitive flexibility—the ability to shift perspectives and consider multiple viewpoints. Drawing from cultural psychology and consumer behavior, I investigate how exposure to multiple cultures influences consumer preferences, judgments, and decision-making. My work shows that individuals with greater multicultural experience are more receptive to novel and culturally mixed offerings, and that cognitive flexibility plays a central role in this process. Using both experimental and survey methods across diverse populations, I aim to uncover not only when and why multicultural experience matters in the marketplace, but also how its effects may vary across different contexts. More broadly, I am interested in how culture and cognition interact to influence a range of consumer outcomes, with a growing line of work exploring themes related to consumer well-being, emotion, and motivation.

I am also a dedicated and enthusiastic teacher who strives to create inclusive, intellectually engaging classrooms. I have taught Principles of Marketing as both a sole instructor and a co-instructor, earning strong evaluations and the Ph.D. Student Excellence in Teaching Award. In addition to leading my own courses, I have supported instruction in Brand Management, Marketing Research, Marketing Strategy, and Buyer Behavior at both the undergraduate and MBA levels, in in-person and online formats.