Experts & Speakers Faculty Profile
Choonghoon Lim
Assistant Professor
Assistant Professor
Kinesiology Department
Interests:
Sport marketing, sport media, sport management, media violence and online sportEducation:
- Ph.D. at University of Maryland, 2007
- M.S. at Illinois State University, 1998
- B.S. at Seoul National University, 1996
Background:
- Jorndt Research Award, Illinois State University
- Associate Director of Marketing and Facility Management, Sport ING, inc
- Executive Board Member: Division of Financing and Marketing: Korean-Japan World-Cup
Research:
My work draws on theories and concepts from recent literature in general psychology, marketing, and mass communication and applies these notions to the study of various aspects of sports consumption. While there has been much focus on cognitive factors in sports marketing research, my research concentrates on emotional factors affecting sports consumption, such as excitement, fun, arousal, and pleasure that have been shown to be primary motivational factors in sports consumption. The majority of my research can be divided into two general streams of sports sport communication/marketing: 1) the (online) sports-related gambling industry (e.g. fantasy game and on-line sport betting) and 2) the profiling of psychological characteristics of spectator-sport consumers (e.g., consumer response to media violence and advertising).
