Dae Hee Kwak

Dr. Kwak's research focuses on sport consumer behavior in various sport-related consumption contexts. His research investigates how cognitive and emotional factors influence sport consumers' decision making and behaviors. He is interested in examining the antecedents and consequences of irrational decision making prevalent in skill-based gaming (e.g., March Madness brackets, fantasy sports), licensed merchandise consumption, and sponsor evaluation. Recently, his work also examined the role of sport organization's philanthropic effort in increasing sport fans' citizenship behaviors.