black and white bed linen

A Research Lab in Consumer & Advertising Psychology at Ewha Womans University

Consumer & Persuasion Effects In Psychology (COPE) Lab

이화여자대학교 심리학과 소비자광고심리 연구실

About COPE Lab

The Consumer & Persuasion Effects (COPE) Lab at Ewha Womans University investigates the psychological mechanisms that explain why consumers think, feel, and behave the way they do, and how they respond to persuasive messages in advertising and media.

Our research applies solid psychological theory to questions of advertising effectiveness within the rapidly changing social and technological landscape of marketing and persuasive communication.

COPE Lab strives to advance knowledge and practice that promote consumer well-being and socially responsible communication, fostering a marketplace where consumers, businesses, organizations, and society as a whole can thrive together.

이화여자대학교 심리학과 소비자광고심리연구실 Consumer & Persuasion Effects (COPE Lab)은 소비자가 어떻게 사고하고 느끼며 행동하는지, 그리고 광고와 미디어의 설득 메시지에 어떻게 반응하는지를 심리학적 관점에서 탐구합니다.

COPE Lab은 빠르게 변화하는 사회와 기술 환경 속에서, 마케팅과 설득 커뮤니케이션의 효과를 이해하기 위해 심리학적 이론과 실증 연구를 결합한 다양한 연구를 진행하고 있습니다.

궁극적으로 COPE Lab은 소비자 웰빙을 증진하고 사회적으로 책임 있는 커뮤니케이션 문화를 확산시켜, 소비자·기업·조직·사회가 함께 성장하고 공존하는 시장을 만들어 가는 것을 목표로 하는 연구를 수행하고자 합니다.

COPE Lab Research Areas

Advertising and Persuasion in Social Media
Self-Presentation and Authenticity in Digital Media Contexts
Explores how advertising and persuasive messages in social media shape consumer attitudes and behaviors.
Examines how individuals present themselves and communicate authenticity in digital media environments.
Consumer Self-Regulation and Prosocial Engagement
Explores how consumers manage goals and emotions to engage in sustainable and prosocial behaviors.
Technology-mediated Interaction and Trust
Explores how technology-based communicators such as AI chatbots and virtual influencers shape trust and persuasion in digital interactions

Cope Lab News

Published Research

  • Soh, J. & Kim, E. (2026). Framing responsibility: Human and AI agent effects on apology effectiveness in service failures.Computers in Human Behavior, 179 (June)

  • Jo, Y., & Kim, E. (2026). Distancing appearance threats: How advertising message framing shapes self-control under appearance threats. Korean Journal of Consumer and Advertising Psychology, 27(1), 69-93.

  • Kim, S., & Jo, Y. (2026). Behavioral realism of virtual influencers and message effects: The mediating role of message attitude, Korean Journal of Advertising and Public Relations, 147(2), 43-69.

  • Jo, Y., & Kim, E. (2026). Mitigating appearance threats: The differential effects of compensatory consumption on self-control. Asia Marketing Journal, 47(4), 340-354.

  • Lee, J., Soh, J., & Kim, E. (2025). Gone but not forgotten: Investigating the cognitive effects of social media content ephemerality and the moderating role of viewer involvement. Journal of Current Issues and Research in Advertising, 46(4), 539-556.

  • Lee, J. & Kim, E. (2025). Disclosing the “real” flaws: How influencer negative self-disclosure enhance influencer authenticity. International Journal of Advertising, 44(8), 1714-1739.

  • Angulo, R.B. & Kim, E. (2025). Influence of SNS ad location and users' brand-following status on consumer evaluations. International Journal of Advanced Smart Convergence, 14(1), 26-35.

  • Kim, E., Kim, Y., & Kang, E. (2025). Mitigating effort through power: The impact of participant power in nonprofit participatory campaign engagement. Journal of Philanthropy, 30(1).

  • Yim, M. Y., Kim, E., & Ahn, H. (2024). Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on mental imagery and negative emotions. Journal of Fashion Marketing and Management: An International Journal, 28(6), 1113-1134.

  • Jung, H. & Kim, E. (2024). 재활용 가용성 정보가 재활용 태도와 행동에 미치는 영향 (Effects of recycling availability information and anthropomorphic cues on consumer recycling behavior and perceptions of packaging materials). Ewha Institute of Social Science, 40(1), 35-60.

  • Jo, Y. & Kim, E. (2024). Effects of memory efficacy and implicit theory on healthy food choice and self-control. Journal of Consumption Culture, 27(1), 1-18.

  • Wen, T.J., Wu, L., Dodoo, N.A., & Kim, E. (2023). The Mood Effect: How mood, disclosure language, and ad skepticism influence the effectiveness of native advertising. Journal of Consumer Behaviour, 22(5), 1296-1308.

  • Kim, E. & McDonald-Liu, C. (2023). Influencers with #NoFilter: How micro-celebrities use self-branding practices on Instagram. Computers in Human Behavior, 148 (November).

  • Lee, Y.S. & Kim, E. (2023). 피드백과 회상이 친환경 구매와 광고 메시지 태도에 미치는 영향: 지각된 자기 완성의 매개효과를 중심으로 (Effects of feedback and recall on pro-environmental consumption intention and advertising atttiudes: The mediating role of perceived self-completion). Korean Journal of Consumer and Advertising Psychology, 24(2), 167-194.

  • Chung, Y.J., Lee, S., & Kim, E. (2023). The effect of influencer types and sponsorship disclosure in Instagram sponsored posts. Journal of Current Issues and Research in Advertising, 11(2), 193-211.

  • Lee, Y. & Kim, E. (2023). 인지부하, 인풀루언서의 내러티브, 광고 공시가 인플루언서 후원 콘텐츠 광고 효과에 미치는 영향: 지각된 자기 완성의 매개효과를 중심으로 (Effectiveness of influencer sponsored content: The interplay of cognitive load, influencer narrative, and sponsorship disclosure). Ewha Institute of Social Science, 39(1), 91-121.

  • Pérez-Ríos, N. & Kim, E. (2023). The effects of Hispanics’ social TV participation on ethnicity identifications. International Journal of Internet, Broadcasting, and Communication, 15(1), 243-253.

  • Kim, Y., Lee, Y.J., Lee, Y.S., & Kim, E. (2022). 인스타그램 스토리의 지각된 일시성이 사용자의 자기개방 의도에 미치는 영향 (The influence of perceived ephemerality of Instagram stories on users’ self-disclosure intention). Korean Journal of Consumer and Advertising Psychology, 23(3), 177-208.

  • Jo, H.J. & Kim, E. (2022). 선물하기 행동이 소비자의 정체성 위협에 미치는 영향에 대한 연구: 미국 소비자를 중심으로 (Effects of gift-giving on U.S. consumers’ identity threats). Korean Journal of Consumer and Advertising Psychology, 23(2), 153-171.

  • Lee, Y. & Kim, E. (2022). 자아 고갈과 사회적 지지가 SNS 기부 캠페인 참여 의도에 미치는 영향: 자기효능감을 통한 사회적 지지의 매개된 조절효과를 중심으로 (Effects of ego depletion and social support on SNS users’ participation intention for donation campaigns: A moderated mediation of the relationship between social support and self-efficacy). Ewha Institute of Social Science, 38(1), 33-64.

  • Park, Y. & Kim, E. (2022). 가상 인플루언서의 상호작용성과 광고 유형이 광고 효과에 미치는 영향: 진정성의 매개효과를 중심으로 (How perceived interactivity between virtual influencers and their followers and advertising type impacts the advertising effectiveness: Mediating role of authenticity). Korean Journal of Advertising and Public Relations, 24(2), 5-42.

  • Di, W. & Kim, E. (2021). Understanding motivations and engagement outcomes of social media television coviewing. International Journal of Advanced Smart Convergence, 10(4), 1-13.

  • Kim, H. & Kim, E. (2021). 시간압박, 조절초점, 인지적 종결욕구가 광고태도와 구매의도에 미치는 영향: 시간한정 메시지를 중심으로 (Effects of time pressure, regulatory focus, and need for cognitive closure on attitude towards and purchase intention of an time-limited ad). Korean Journal of Consumer and Advertising Psychology, 22(2), 179-206.

  • Shim, J. & Kim, E. (2021). 광고 길이와 시간적 확실성, 광고 선택이 인스트림 광고 효과에 미치는 영향 (Effects of ad length, temporal certainty, and ad selection on the effectiveness of an in-stream ad). Korean Journal of Consumer and Advertising Psychology, 22(1), 81-110.

  • Chung, Y.J. & Kim, E. (2021). Predicting consumer avoidance of native advertising on social networking sites: A survey of Facebook users. Journal of Promotion Management, 27(1), 1-26.

  • Park, Y. , Lee, Y., Cho, H.J., & Kim, E. (2020). 인스타그램 마이크로 인플루언서-팔로워 간의 상호작용성이 스폰서십 공시 효과에 미치는 영향: 지각된 진정성과 동일시의 매개효과를 중심으로 (How perceived interactivity between Instagram micro-influencers and their followers impacts the effects of sponsorship disclosure: Mediating role of perceived authenticity and identification). Korean Journal of Consumer and Advertising Psychology, 21(4), 559-587.

  • Gu, Z. & Kim, E. (2020). Why we #hashtag: Motivations associated with posting brand hashtags. International Journal of Advanced Smart Convergence, 9(3), 272-283.

  • Kim, M.J. & Kim, E. (2020). 소비자 인지부하, 광고-동영상 컨텐츠 맥락 일치성과 광고 위치가 온라인 광고 효과에 미치는 영향 (Effects of consumer cognitive load, ad-content congruity, and ad placement on the effectiveness of online video advertising). Korean Journal of Consumer and Advertising Psychology, 21(3), 471-499.

  • Kwon, E.S., Kim, E. & Chung, Y.J. (2020). Social break-up: Why consumers hide and unfollow brands on Facebook. International Journal of Internet Marketing and Advertising, 14(3), 299-317.

  • Lee, S. & Kim, E. (2020). Influencer marketing on Instagram: The effects of sponsorship disclosure, source credibility, and brand credibility. Journal of Global Fashion Marketing, 11(3), 232-249.

  • Lee, A.R., Kim, E., Hon, L., & Chung, Y.J. (2020). How age-morphed images make me feel: The role of emotional responses in building support for seniors. Computers in Human Behavior, 107 (June).

  • Chung, Y.J. & Kim, E. (2020). Understanding consumer intention to share native advertising and brand information on social media: A focus on consumer socialization. Korean Journal of Consumer and Advertising Psychology, 21(1), 55-77.

  • Wen, T.J., Kim, E., Wu, L., & Dodoo, N.A. (2020). Activating persuasion knowledge in native advertising: The influence of cognitive load and disclosure language. International Journal of Advertising, 39(1), 74-93.

  • Bashirm, A., Wen, T.J., Kim, E., & Morris, J. (2018). The role of consumer affect on visual social networking sites: How consumers build brand relationships. Journal of Current Issues and Research in Advertising, 39(2), 178-191.

  • Sung, Y., Kim, E., & Choi, S.M. (2018). #Me and brands: Understanding brand-selfie posters on social media. International Journal of Advertising, 37(1), 14-28.