Dae Hee Kwak

Dae Hee Kwak

(812) 855-4738
HPER 112, Room 172

  • Ph.D., Doctor of Philosophy 2009
  • M.S., Master of Science 2004
  • B.S., Bachelor of Science 2002
David H. Clarke Fellow, University of Maryland

James H. Humphrey Student Published Research Award, University of Maryland

Distinguished Teaching Assistant, Center for Teaching Excellence, University of Maryland

Researcher, Center for Sport Industry, Seoul National University

Match Manager, 2002 FIFA World Cup, MasterCard Global Sponsorships and Events


The objective of my research is to advance the body of knowledge in sport consumer behavior by conducting an interdisciplinary and theory-driven research. In particular, I take an empirical approach to investigate the influence of various psychological and social factors on a variety of sport consumer behavior contexts (i.e., spectatorship, merchandise consumption, and media behavior). My current research focuses on three areas in the study of sport consumer behavior: (1) cognitive bias and emotion in decision making, (2) adoption of high-tech products/services, and (3) message sensation value (MSV) and information processing. In addition, I am interested in the application of experimental designs in sport marketing research.