Sangyoung Song
Hanyang University · 経営学
研究室紹介
Professor Sangyoung Song's research lab specializes in behavioral economics and innovation diffusion, focusing on how psychological factors such as reference prices, perceived difficulty, and social influence shape consumer decision-making. The lab investigates spatial diffusion of innovations, the role of facial expressions in crowdfunding success, and the impact of pandemic-related messaging on prosocial behavior. Using advanced methods like game-theoretic modeling, logit models, and AI-powered image analysis (e.g., Google Cloud Vision), the lab explores the interplay between individual cognition, social dynamics, and market outcomes. The research bridges behavioral science with real-world applications in technology adoption, pricing strategy, and social impact.
Research Overview
Research Output Trend
Figures are computed from collected data and may differ slightly.
Selected Papers
15This research demonstrates that during self-customization, consumers use their experiences from prior feature decisions to form expectations about subsequent decisions. When the difficulty experienced during decisions later in the process deviates from that which occurs earlier in the process, consumer preference is affected by the discrepancy between actual and expected difficulty. Specifically, the results show that when the difficulty experienced during feature decisions deviates from expecta
The diffusion of new product or technical innovation over space is here modeled as an event‐based process in which the likelihood of the next adopter being in region r is influenced by two factors: (i) the potential interactions of individuals in r with current adopters in neighboring regions, and (ii) all other attributes of individuals in r that may influence their adoption propensity. The first factor is characterized by a logit model reflecting the likelihood of adoption due to spatial conta
The diffusion of new product or technical innovation over space is here modeled as an event-based process in which the likelihood of the next adopter being in region r is influenced by two factors: (i) the potential interactions of individuals in r with current adopters in neighboring regions, and (ii) all other attributes of individuals in r that may influence their adoption propensity. The first factor is characterized by a logit model reflecting the likelihood of adoption due to spatial conta
Abstract This paper uses a game-theoretic model to examine the role of reference price for firms that vary in their quality positioning in competing for customers. Reference prices provide consumers with additional components of utility. Building on previous research on the impact of consumer decision making on firm strategies, we focus on how firms choose their positioning when consumer utility is driven not only by acquisition utility but also by the transaction utility associated with the pur
We analyze how the facial expressions of people participating in loan-based crowdfunding affect their funding performance. Previously, researchers who studied facial expressions had to rely on a small number of pictures because coding pictures required human input, which is costly. In this study, we utilize Google cloud vision API which allows us to detect the facial expressions from the large number of pictures. We examine the effects of people
As the coronavirus outbreak spreads, the pandemic has affected every region of the world, and its impacts are multi-fold; economic, political, and social. This research investigates how Covid-19 influences individuals’ prosocial intentions and behaviors through a random experiment and analysis of field data from a crowdfunding platform. When Covid-19 is described as a disease impacting society (vs. individual’s health), people perceive its threat more severely. We find that participants’ age mod