CFP: P&M Award on Consumer Psychology & Marketing

27 Sep 2022
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Call for Papers: 

Psychology & Marketing Award on Consumer Psychology & Marketing in the Age of Digital Transformation


Guest Editors: Kyung Hoon Kim (Changwon National University) & Jae Young Lee (Yonsei University)

Extended Abstract Submission Deadline: January 16, 2023

Full Paper Submission Deadline: October 15, 2023.

Selected papers from the submissions to the Psychology & Marketing Award on Consumer Psychology & Marketing in the Age of Digital Transformation track of the 2023 Global Marketing Conference at Seoul will be awarded a prize and invited for submission to the Psychology & Marketing platform under regular double-blinded peer review (2021 IF: 5.507).

Digital technologies are expected to radically transform the competitive landscape and society (Verhoef et al. 2021). One of the most affected disciplines by the digital transformation is Marketing. Both, in practice and theory, marketing has experienced rapid and fundamental structural changes (Gillpatrick 2019; Scarpi, Pizzi, and Matta 2022). Central to changing business practices is how digital technologies are transforming consumer psychology and behaviors. This is transforming the practice of marketing including products, place, pricing and promotions. Therefore, we need in-depth understandings about the disruptive effect of digital technologies on consumers.

For this special prize, we seek conceptual and empirical papers that use either experimental or quantitative methodological approaches to enrich our understandings about consumer psychology and behavior in the age of digital transformation. For instance, recently adopted technologies such as virtual reality (VR) or augmented reality (AR) are having a profound impact on a variety of marketing practices (Kang, Shin and Ponto 2020; Wedel, Bigné, and Zhang 2020). You may want to address how these or other technologies affect consumer psychology, behavior, and experience across the different phases of the customer journey. As another example, social media platforms such as Tik Tok and Instagram have become a major channel of marketing communication (Pyo, Lee, and Park 2022; Toubia and Stephen 2013). You may want to examine how consumers interact on social media and how those digital interactions affect consumer emotions and consumer behaviors.

You can consider any digital technology used in marketing context, and investigate unique aspects of consumer psychology and behaviors when using or getting exposed to the technology.

Suggested topics include but are not limited to:

  • Artificial intelligence (AI) and consumer psychology
  • Digital marketing channel and omnichannel
  • Dynamic pricing
  • Digital marketing communications and consumer behavior
  • E-commerce and consumer psychology
  • Consumer behavior in Metaverse environment
  • Online user communities (OUCs)
  • Recommendation algorithm using big data
  • Consumer behavior in social media
  • Virtual reality (VR)/augmented reality (AR) and consumer behavior
  • Consumer behavior for digital products and services
  • Virtual consumer experience

Submission information

All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere.

1. Submission Deadline of Extended Abstracts: January 16, 2023

Authors should submit their extended abstracts to the Co-Chairs of the Psychology & Marketing Award on Consumer Psychology & Marketing in the Age of Digital Transformation track of the 2023 GMC at Seoul.

Track Chairs:

- Kyung Hoon Kim (Changwon National University),

- Jae Young Lee (Yonsei University),

2023 GMC at Seoul Homepage including the Submission Guidelines for the extended abstract:

2. Full paper submission deadline: Oct. 15, 2023

Authors with selected papers should submit their full papers to the Psychology & Marketing through the P&M submission system ( These manuscripts will undergo regular double-blinded peer review.

For More Information

Guest Editors:

Kyung Hoon Kim (Changwon National University),

Jae Young Lee  (Yonsei University),

Psychology and Marketing:

2023 Global Marketing Conference at Seoul:


Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.

Gillpatrick, T. (2019). The Digital Transformation of Marketing: Impact on Marketing Practice & Markets. ECONOMICS-Innovative and Economic Research, 7(2), 139-156.

Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85.

Pyo, T., Lee, J. Y., & Park, H. M. (2022). The Effects of Consumer Preference and Peer Influence on Trial of an Experience Good, Journal of Marketing Research, Forthcoming.

Scarpi, D., Pizzi, G., & Matta, S. (2022). Digital technologies and privacy: State of the art and research directions. Psychology & Marketing, Forthcoming.

Toubia, O., & Stephen, A. T. (2013). Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter? Marketing Science, 32(3), 368-392.

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.

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