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Jinhee Choi

Korea University · Social Sciences

About the Lab

Professor Jinhee Choi's research lab specializes in consumer behavior, emotion in media, and the psychological mechanisms underlying aesthetic and evaluative responses to visual stimuli. The lab explores how cognitive processes—such as mental simulation, attentional focusing, and emotional appraisal—affect decision-making, product evaluation, and engagement with fiction and film. Key research directions include the impact of unrealistic visual representations in advertising, the role of choice processes in resource depletion and desire, and the interplay between narrative structure, visual style, and emotional response in storytelling media.

consumer behavioremotional responsemental simulationvisual representationnarrative engagement

Research Overview

Papers
124
Total Citations
823
Papers (5y)
15
Primary Field
Social Sciences

Research Output Trend

Figures are computed from collected data and may differ slightly.

Publications per year (5y)
15total
2022
2023
2024
2025
2026
Citations per year (5y)
6total
20222023202420252026

Selected Papers

15
1
Article|98 citations·2006
Variety‐Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes
Jinhee Choi, B. Kyu Kim, Incheol Choi, Youjae Yi
SJR Q1Journal of Consumer Research

Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for their choices. Studies 2 and 3 explored an intrapersona

MarketingBusiness, Management and Accounting
2
Article|93 citations·2012
When thinking about goals undermines goal pursuit
Ayelet Fishbach, Jinhee Choi
SJR Q1Organizational Behavior and Human Decision Processes
Applied PsychologyPsychology
3
Article|69 citations·2011
Choice as an End versus a Means
Jinhee Choi, Ayelet Fishbach
SJR Q1Journal of Marketing Research

This article investigates the consequence of the choice process for mental resources and the desire to obtain the selected products. The authors draw a distinction between instrumental choice, which serves preexisting consumption goals, and experiential choice, which serves as its own end. Across four studies, they find that instrumental choice undermines mental resources and experiential choice increases these resources. As a result, although experiential choice is made with no consumption goal

MarketingBusiness, Management and Accounting
4
Article|47 citations·2019
The Image Realism Effect: The Effect of Unrealistic Product Images in Advertising
B. Kyu Kim, Jinhee Choi, Cheryl Wakslak
SJR Q1Journal of Advertising

Many advertisements use unrealistic images of products (e.g., hand drawings, digital illustrations, rotoscoped animation) instead of actual product images. However, while unrealistic product images are widely used in advertisements, little is known about their possible impact on product evaluation. We propose that because products in unrealistic images look unconsumable or unusable, unrealistic product images (1) suppress consumers’ mental simulation of consuming or using those products and (2)

MarketingBusiness, Management and Accounting
5
Article|37 citations·2005
Leaving It Up to the Imagination: POV Shots and Imagining from the Inside
Jinhee Choi
SJR Q1Journal of Aesthetics and Art Criticism

[Strolling in a desolate amusement park on a winter developed in her book Reading with Feeling, evening] that our aesthetic appreciation of fiction Brand: I always liked the place [the amusement park] contains a temporal dimension, which is in fact at this time of year. constrained by the trajectory of the narration Lisa: Perhaps you prefer to imagine what it will be in process.5 Similarly, for Smith, POV shotsthe spring. Because if it is already spring, there is although he carefully avoids lin

Sociology and Political ScienceSocial Sciences
6
Article|24 citations·2001
A Reply to Gregory Currie on Documentaries
Jinhee Choi
SJR Q1Journal of Aesthetics and Art Criticism
PhilosophyArts and Humanities
7
Article|22 citations·2003
Fits and Startles: Cognitivism Revisited
Jinhee Choi
SJR Q1Journal of Aesthetics and Art CriticismOA

According to the cognitive theory of emotion, cognitively impenetrable emotions more often an emotion occurs in the company of proposiin our responses to film rather than in our tional attitude toward the object of emotion. For responses to literary fiction. Such affective instance, when we feel fear toward a German responses do bear importance on the problem of Shepard, we believe that the dog is somehow how we engage with fiction or fiction film, not threatening to our well-being. Under this o

Cognitive NeuroscienceNeuroscience
8
book|21 citations·2009
Horror to the Extreme: Changing Boundaries in Asian Cinema
Jinhee Choi, Mitsuyo Wada-Marciano

This book compares production and consumption of Asian horror cinemas in different national contexts and their multidirectional dialogues with Hollywood and neighboring Asian cultures.

Cultural StudiesSocial Sciences
9
Book Chapter|14 citations·2005
Philosophy of Film and Motion Pictures
Jinhee Choi, Noël Carroll

Philosophy of film and motion pictures : , Philosophy of film and motion pictures : , کتابخانه دیجیتال و فن آوری اطلاعات دانشگاه امام صادق(ع)

PhilosophyArts and Humanities
10
book|12 citations·2009
Horror to the Extreme
Jinhee Choi, Mitsuyo Wada-Marciano
Hong Kong University Press eBooks

This chapter focuses on two signature horror films from Applause Pictures, Three: Going Home (Peter Chan Ho-sun, 2002) and Three Extremes: Dumplings (Fruit Chan, 2004), and analyzes their new treatments of the transgressive ghosts and ghostly bodies. The mythical and ghostly presence of Chinese migrants is central to the narrative of the two horror films, and yet China is not a wholly negative presence when it comes to problems of survival, competition, and ambition. Here China resurfaces as a d

Visual Arts and Performing ArtsArts and Humanities
11
Article|12 citations·2018
Dancing between Nordic and neoliberal: Lifelong learning in South Korea
Jinhee Choi, Junghwan Kim
SJR Q2Journal of Adult and Continuing EducationOA

This article aims to examine the government-centered lifelong learning model of South Korea using two representative lenses of lifelong learning: Nordic and neoliberal models. By investigating the socio-economic and political backgrounds of lifelong learning in South Korea, we address how South Korea has developed an original lifelong learning model that differs from both the Nordic and the neoliberal models. Our examination implies that South Korea’s lifelong learning model in its provisions, n

Political Science and International RelationsSocial Sciences
12
Book Chapter|12 citations·2016
Routledge Handbook of East Asian Pop Culture
Jinhee Choi
Cultural StudiesSocial Sciences
13
Article|7 citations·2021
A Trioethnography of Organic Mentoring in the Doctoral Process
Carol Rogers‐Shaw, Davin Carr‐Chellman, Jinhee Choi
SJR Q2Mentoring & Tutoring Partnership in Learning

As three academic researchers resisting the existing recognition order through generative, non-instrumentalizing relationships, we represent a substantive move away from the prevailing developmental model of doctoral student preparation. We highlight the struggle against misrecognition in the academy. Drawing on duoethnographic methods, we explore the nature of doctoral study and effective approaches to mentoring doctoral students as future researchers and university faculty. We contribute to th

Social PsychologyPsychology
14
Book Chapter|5 citations·2005
National Cinema, the Very Idea
Jinhee Choi
Kent Academic Repository (University of Kent)
Economics and EconometricsEconomics, Econometrics and Finance
15
Book Chapter|5 citations·2009
Introduction
Jinhee Choi, Mitsuyo Wada-Marciano
Hong Kong University Press eBooks

This book examines the global processes embedded in a regional formation of screen culture. It demonstrates that national specificities are differently manifest in horror films from the East Asian region. In the case of Japanese horror films, technology seems to be the most crucial aspect as iconography and for narrative development, such as the cursed videotape in Ringu. The horror films from South Korea are often concerned with adolescent sensibility, which can be seen within the Whispering Co

Cultural StudiesSocial Sciences

Research Areas

Cultural StudiesMarketingPhilosophySociology and Political ScienceGender StudiesEconomics and Econometrics

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