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Courses Taught 

Advertising Media Planning, Advertising Account Planning, Advertising and Promotion, Advertising and Information Processing, Integrated Marketing Communication, Consumer Behavior, Persuasion and Attitude Change, Process of Communications, Principles of Public Relations, International Communications (G), Applied Research Methods (G), Advertising Seminar (G), Information Processing Seminar (G), and Brand Management (MBA).  

Professional Information 

Hyun Seung (“HS”) has been at K-State since 2001. He is an associate professor and served as the school’s Graduate Associate Director for Graduate Studies and Research. HS received his B.A. in Business, M.A. in Mass Communications from Sogang University in South Korea, and Ph.D. in Mass Communications from the University of North Carolina at Chapel Hill. Before coming to K-State, HS was a visiting assistant professor at the University of Connecticut. He also worked for Samsung Co., in South Korea. Recently, he taught advertising and marketing courses at Ajou Business School as a visiting associate professor.   

HS is a dedicated educator. His teaching expertise was recognized with the 2005 Stamey Outstanding Undergraduate Teaching Award and the 2009 Presidential Award for Excellence in Undergraduate Teaching, which is one of the most prestigious university-wide teaching awards at K-State.  

His research interests are in the areas of Integrated Marketing Communication (IMC), pharmaceutical advertising, brand management, and consumer behavior. His current research agenda comprises: (1) brand memory in strength dependent memory models: strong brand memory inhibits weak memory, (2) cognitive effects of direct-to-consumer (DTC) advertising: advertising as a social agent (3) IMC and multiple source effect: Is A+B better than 2A or 2B?, (4) integration of advertising media: roles of “creative magnifier,” (5) familiarity effects on perceived truth in advertising, and (6) beneficial and harmful effects of brand extension: searching for moderating variables. HS has received best paper awards from the Marketing Communications and Branding Track of the American Marketing Association Conference and from the Advertising Division of the Association for Education in Journalism & Mass Communication Conference. According to a recent publication in the Journal of Advertising, “A ten-year retrospective of advertising productivity, 1997-2006 (Ford & Merchant, 2008)” HS is recognized as a productive advertising scholar.   

Journal Publications 

An, Soontae, Hyun Seung Jin, and Jane D. Brown (2009), “Direct-to-Consumer (DTC) Antidepressant Ads and Young Adults’ Beliefs about Depression,” Health Marketing Quarterly, 26 (4), 259 – 278.  

Jin, Hyun Seung, Soontae An, and Todd Simon (2009), “Beliefs of and Attitudes toward Political Advertising: An Exploratory Investigation” Psychology and Marketing, 26 (6), 551 – 568. 

Donavan, Todd, Jaebeom Suh, Hyun Seung Jin, and Mary Ann Hocutt (2008), “Exploring the Relationship between the Service Worker’s Organizational Citizenship Behaviors and Customer Orientation: The Impact of Perceived Justice,” Services Marketing Journal, 1 (1), 43 – 66.  

Jin, Hyun Seung, Jaebeom Suh, and Todd Donavan (2008), “Salience Effects of Publicity on Advertised Brand Recall and Recognition,” Journal of Advertising, 37 (1), 43 – 55.  

Jin, Hyun Seung, and Chasu Ahn (2007), “Beliefs of and Attitudes toward Political Advertising: Applicability of the U.S. model to Korea,” Media Economics & Culture, 5 (3), 50 – 80.   

Moon, Jongdae, Chasu Ahn, Hyun Seung Jin and Soontae An (2007), “Consumer’s Judgments on Fairness of News: The Role of Prior Attitudes,” Korean Journal of Media and Information, 38, 183 – 210.  

Jin, Hyun Seung, Xinshu Zhao, and Soontae An (2006), “Examining Effects of Advertising Campaign Publicity in a Field Study,” Journal of Advertising Research, 46 (2), 172 – 182.  

An, Soontae, Hyun Seung Jin, and Michael Pfau (2006), “The Effects of Issue Advocacy Advertising on Voters' Candidate Issue Knowledge and Turnout,” Journalism & Mass Communication Quarterly, 83 (1), 7 – 24.  

An, Soontae, Hyun Seung Jin, and Todd Simon (2006), “Effects of Ownership Structure on the Financial Performance of Publicly-Traded Newspaper Companies,” Journal of Media Economics, 19 (2), 119 – 136.  

An, Soontae and Hyun Seung Jin (2004), “Interlocking of Newspaper Companies with Financial Institutions and Leading Advertisers,” Journalism and Mass Communication Quarterly, 81 (3), 578 – 600.  

Jin, Hyun Seung (2003), “Compounding Consumer Interest: Effects of Advertising Campaign Publicity on the Ability to Recall Subsequent Advertisements,” Journal of Advertising, 32 (4), 29 – 41.