Choonghoon Lim

Assistant Professor
(812) 855-0510
PH 172

  • University of Maryland, Ph.D., 2007
  • Illinois State University, M.S., 1998
  • Seoul National University, B.S., 1996
  • P418 Sport Marketing
  • P415 Sport Promtions and Public Relations
  • K500 Sport Information Systems
  • K500 Research and Data Analysis in Sport Management
  • K583 Sport Public Relations
  • K586 Understanding Sport Media
  • K601 Readings in Physical Education
  • K602 Independent Study and Research
  • K690 Sport Media and Consumer Research
  • K799 Doctoral Dissertation
  • Co-director, Indiana University Master's Program
  • Director and Principal Investigator, Sport Media Violence Research Project
  • Editorial Board Member, Journal of Global Academy of Marketing Science
  • Abstract Reviewer, Sport Marketing Conference (SMA)
  • Invited Reviewer- International Journal of Sport Communication, Journal of Business Research, International Journal of Sport Marketing and sponsorship, International Journal of Sport Management and Marketing
  • Advisor, Korean Student Association
  • Goldhaber Research Award: University of Maryland, 2005
  • Jorndt Research Award, Illinois State University, 1998
Research Interests

My research is founded on the notion that an understanding of sport media audiences is critical for the development of successful management strategies; and thus it examines factors that influence sport consumption behaviors. My work draws on theories and concepts from recent literature in general psychology, marketing, and mass communication and applies these concepts to the study of various aspects of sports media consumption.

Research Stream 1 - Sport Media Audience

Conceptual modeling of sport media consumption

My work in sport media focuses on conceptual modeling of sport media consumer behaviors. It should be pointed out that sport communications, as a discipline, is in a relatively early stage in terms of the current availab le literature. One of the key contributions made here was adding theoretical and methodological rigor beyond the traditional media (e.g., television and radio) in terms of research orientation. Thus, my work has applied general media models to study sport media consumption.

Sport media violence research

Sport media violence has also been one of my primary interests in sport media research. Media violence has been an important issue for both marketers and public policymakers, while public concerns continue to grow regarding youth aggression. Further, youth violence is not just limited to certain areas of a city or countries. It is now a global phenonmenon. This line of research is especially important to me as I believe that youth violence is an important factor for one's psychological well-being and healthy lifestyle.

Experimental/Quasi Experimental Study

While I had the opportunities to utilize various research methods, some of my studies involved experimental/quasi-experimental examinations of sport media consumres. It was suggested that experimental design is the best way to examine the true causal relations between variables and that both lab based and field experimantal research are suitable for the study of certain sport management issues ( Particularly, there have been criticisms in sport management research in terms of the lack of valid experimental studies. Although this research methodology has become very popular in general management and mass communication, experimental design has been underutilized in sprort management and sport communication. I am well trained in quantitative research methods as well as statistics which enable me to conduct theory-driven experiments.

Research on sport media consumption as audience experience

I made unique contributions to the literature in sport management as my research pinpointed unique characteristics of sprot media consumption. I found that theories and paradigms in other disciplines cannot fully explain sport media phenomena as sport media consumption is centered on consumers' individual experiences which go beyond purchasing and buying. Further, my research concentrated on consumer's emotion considering this aspect can be such an important part of a sport media 'experience' which serves as a main driver in sport media consumption.

Research Stream 2 - Sport Management

In addition to my sport media research, I have also investigated various social and organizational factors related to sport management. This line of work involves both the empirical and conceptual examinations of sport organizations. While the studies described below are not directly linked to sport media consumers, these sport management studies have contributed to the general body of knowledge on a number of different levels. For instance, theory-driven research broadends conceptual understanding of sport organizations, while sport organization specific studies have more significant practical implications.

Selected Publications

Fredrick, E., Lim, C., Chung, J., & Clavio, G. (2012). Determining the effects of sport commentary on viewer perceptions, attitudes, beliefs, and enjoyment through violence justification. Journal of Sport Media.

Witkemper, C., Lim, C., Waldburger, A.. (2012). Social media and sports marketing: Examining the motivations and constraints of twitter users. Sport Marketing Quarterly.

Lim, C., Lee, W., & Pedersen, P.M. (2012). Invertigative the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisement. Journal of Global Scholars of Marketing Science.

Lim. C., Martin, T., & Pedersen, P.M. (2012). Psychological factors associated with motivation of mediated Mixed Martial Arts (MMA) consumption: A structural model of risk taking, aggression, identification, and motivation. International Journal of Sport Management.

Lim, C., Chung, J., & Pedersen, P.M. (2012). Effects of electronic word-of-mouth (eWOM) messages. Sport Management International Journal, 8(1), 55-75.

Lim, C., Chung, J., Fredrick, E., & Pedersen, P.M. (2012). Investigating the influence of past football experience, and perceived football knowledge on attitude, credibility, expertise and thrustworthiness, and future search intention. Journal of Contemporary Athletics, 6(1), 1-16.

Brewer, R.M., Pedersen, P.M., Lim, C., & Clerkin, T.A. (2011). Examining the value of sport clubs: A cross-sectional intrinsic valuation on NCAA football bowl subdivision (FBS) Football programs. International Journal of Applied Sports Science, 223, 351-370.

Lim, C., & Lee, W. (2011). Investigating the role of personality trait on gambling behavior. Sports Science Review, 5, 21-32.

Zimmerman, M.H., Clavio, G.E., & Lim, C. (2011). Set the agenda like Beckman: A professional sports league's use of YouTube to disseminate messages to its users. International Journal of Sport Management and Marketing, 10, 180-195.

Lee, W., Lim, C., & Pedersen, P.M., & Miloch, K. (2010). Investigating cognitive and emotive measures affiliated with advertising extreme sports: An analysis of emotion, attitude, sport involvement, and sport participation intention. Theories & Applications the International Edition, 1, 72-78.

Lee, W., Kwak, D., Lim, C., Pedersen, P.M., & Miloch, K. (2010). Effects of personality and gender on fantasy sport game partipation: The moderating role of perceived knowledge. Journal of Gambling Studies, 27, 427-441.

Kwak, D., Lim, C., Lee, W., & Maham, J.E. (2010). How confident are you to win your fantasy league? Exploring the antecedents and consequences of winning expectancy. Journal of Sport Management, 24(4), 416-433.

Suh, Yl, Lim, C., Kwak, D., & Pedersen, P.M. (2010). Examining the psychological factors associated with involvement in fantasy sports: An analysis of participants' motivations and constraints. International Journal of Sport Management, Recreation, and Tourism, 5, 1-28.

Lee, W., Lim, C., & Pedersen, P.M. (2010). Stress and commitment in sport organization employees: An analysis of the moderating role of stress buffers on job stress and organizational commitment. International Journal of Sport Management, 11(2), 227-247.

Lim, C., Martin, T., & Kwak, D. (2010). Examining television consumers of mixed martial arts: The relationship among risk-taking, emotion, attitude, and actual sport consumption behavior. International Journal of Sport Communications, 3, 49-63.

Rodenberg, R., & Lim, C. (2009). Payback calls: A starting poinit measuring basketball referee bias and impact on team performance. European Journal of Sport Management Quarterly, 9(4), 375-387.

Pedersen, P.M., Osborne, B., Whisenant, W., & Lim, C. (2009). An examination of the perceptions of sexual harassment by sport print media professionals. Journal of Sport Management, 23(3), 335-360.

Lee, W., Laucella, P.C., Lim, C., & Fielding, L. (2009). The role of media coverage in the globalization of little league baseball. Journal of Youth Sport, 4(2), 21-26.

McDaniel, S, R., Lim, C.,& Mahan, J. E. (2007). The role of gender and personality traits in response to Ads using violent images to promote consumption of sports entertainment. Journal of Business Research, 60(6), 606-612.

McDaniel, S. R., Lee, S., & Lim, C. (2001). Re-examining the relationship between fantasy and optimum stimulation levels. Imagination, cognition and personality, 20(4), 2001, 247-354.

Lim, C., Turco, D. M., & Wachter, C. (2001). Comparison of leisure constraints for Korean and U. S. Generation X. Journal of the International Council for Health, Physical Education, Recreation, Sport and Dance, 37(3), 57-64.

Lim, C., & Turco, D. (1999). The next generation of sport: Y. Cyber- journal of Sport Marketing, 3(4).

Turco, D. M., & Lim, C. (1998). Green and gold: tourism relations between the Green Bay Packers and the host community, Cyber-journal of sport marketing, 2 (3).

National and International Conference Presentations

Yoo, S., Lim, C., & Pedersen, P.M. (2011). Managing potential negative effects from sport consumption: A cross-cultural examination of the role of non-violent mediated sport on youth aggression reduction. European Association for Sports Management.

Chung, J., Lim, C., Pedersen, P.M., & Walsh, P. (2011). Electronic Word-of-Moutn (eWOM) messages and sporting goods: Investigating the effects of eWOM messages on purchase intentions and credibility. European Association for Sports Management.

Kim. H., Williams, A., Lim, C., Kim, D., & Choi, W. (2011). The relationship between fans' interest and media coverage: Through classification of the MLB rivalry types. European Association for Sports Management.

Burch, L., Frederick, E., Chung, J., Lim, C., & Pedersen, P.M. (2011). Sport, entertainment, and desensitization of violent media: A cross-cultural analysis of the moderating effects of non-violent media. North American Society for Sport Management Conference.

Kang, J., Lim, C., Martin, T., & Pedersen, P.M. (2010). Examining antecedent factors of sport consuption motivation: Personality, normative beliefs, and fan indentification in the sport industry. European Association for Sports Management.

Lee, W., Hur, Y., & Lim, C. (2010). Sport website advertising: The impact of congruity and endorsement on the effectiveness of banner advertising. European Associaton for Sports Management.

Kang, J., Lim, C., Lee, W., & Pedersen, P.M. (2010). Balancing promotion and social responsibility by sport management professionals: Investigating the potentially negative influence of viewing mediated sport violence. European Association for Sports Management.

Chung, J., Lim, C., Frederick, E., & Lee, W. (2010). Investigating influence of past athletic experience and knowledge on attitude, credibility, expertise, and trustworthiness, and future search intention. North American Society for Sport Management Conference.

Kwak, D., Lim, C., & Pedersen, P.M. (2010). Influence of gender and intense imagery on mental imagery processing of advertisement promoting violent entertainment. Consumer Psychology Conference.

Suh, Y., Lim, C., Pedersen, P.M., & Bae, W. (2009). Gender differences on Constraints of Fantasy Sports Participants. Sport Markeing Association.

Martin, T., Lim, C., & Lee, Y. (2009). Examining the mediating role of emotions of MMA consuption: The relationship among risk taking, emotion, attitude, and actual comsuption behavior. Sport Marketing Association.

Lim, C., Suh, Y., Kang, J., & Pedersen, P.M. (2009). Social responsibilty and sport management practices: Examining the impact of viewing televised sporting events of a violent nature. European Assocation for Sports Management.

Pedersen, P.M., Osborne, B., Whisenant, W., & Lim, C. (2009). Professionals' perception of sexual harassment: An analysis of journalists in the sport industry. North American Society for Sport Management Conference.

Suh, Y., Lim, C., Bae, W., & Pedersen, P.M. (2009). Perceived service quality and motivation on fantasy sports participants. North American Society for Sport Management Conference.

Lee, W., & Lim, C. (2009). The moderating role of sport service type on the relationship between ad message type, service trail promtion and consumers' ad responses. North American Society for Sports Management Conference.

Lee, W., Kwak, D., Lim, C., & Miloch, K. (2008). Investigating the roles of personality and demographic variables in predicting the consumption of fantasy game. Association for Education in Journalism & Mass Communications.

Suh, Y., Miloch, K., & Lim, C. (2008). What psychological factors underline in fantasy sports participants: Uses and gratifications and sport fan motivation inquiry. North American Society for Sport Management Conference.

Kwak, D., Lee, W., Mahan, J. & Lim, C. (2008). How confident are you to win your fantasy league: Exploring the antecedents and outcomes of winning expectancy. North American Society for Sport Management Conference.

Lee, W., Pedersen, P.M., & Lim, C. (2008). Stress buffers as moderators on job stress and organizational commitment relations among college sport organization employees. College Sport Research Institute Conference.

McDaniel, S.R., & Lim, C. (2007). Examining the influence of personality and the structural characteristics of EGMs on emotional response of social gamblers: The potential effects of sensation seeking and specific visual elements of a computer-mediated slot machine. National Responsible Gambling Conference.

Lim, C., & McDaniel, S.R. (2007). Investigating the heterogeneity of gambling and the heterogeneity of gamblers in predicting gambling participation: Demographics, gambling diagnostics, and personality in preferences for continuous and discontinuos gambling forms. National Responsible Gambling Conference.

Lim, C., Kwak D., & McDaniel, M. R. (2006), Effects of consumers' optimum stimulation levels on gambling involvement and participation: A study in Korea. North American Society for Sport Management.

Lim, C. Mahan, J. E., McDaniel, S, R. (2005). The role of Personality in response to Ads using violent images to promote consumption of sports entertainment. Consumer Personality & Research Conference.

McDaniel, S. R., Lim, C., & Lee, S. (2001). Optimum stimulation levels and the sport media audience. North American Society for Sport Management Conference.

McDaniel, S. R., & Lim, C. (2000). Optimum stimulation levels and the use of sport media: Investigating the influence of sensation seeking and need for cognition on sport media audiences. North American Society for Sport Management.

Turco, D. M, & Lim, C. (1997) Comparison of leisure lifestyles among American and Korean generation X. International Council for health, Physical Education, Recreation, Sport & Dance World Congress.

Turco, D. M., & Lim, C. (1997) Investigating the economic impact of Green bay Packers. North American Society for Sport Management.