Gayoung Park

Biography

Gayoung Park is currently a PhD student in Marketing at the Pamplin College of Business, Virginia Tech.

Gayoung holds a B.B.A. and a M.B.A. in Marketing from Sogang University in Seoul, South Korea. Her Master thesis examines how consumers process numeric information in a multi-decision stage, and in turn, affecting product choice.

Gayoung's research interests include mental accounting, brand activism, and relationship management. She is exploring how consumers construct and use mental representations of products. She is also interested in how brands' various marketing campaigns help to promote or impede improvements in society. Recently, she is studying antecedents and consequences of maintaining/strengthening interorganizational relationships.