Dr. Haeran Jae - A Profile
of Research in Marketing
In this research spotlight, we highlight the
work of Dr. Haeran Jae, Assistant Professor of Marketing. Her research has
been published or accepted in The Journal of Consumer Affairs, The
Journal of Macromarketing, the Marketing Education Review, the
Marketing Management Journal and The Journal of Promotion Management.
Her research focuses on low literate consumers and marketing to limited
English proficient consumers.
What drew you to this particular research interest?
"I was always interested in languages from childhood.
So naturally I thought about the impact of languages on consumption once I
started to work in different places. I was particularly interested
about the effect of literacy on consumption, considering so many countries
still have low literacy levels among their
population. Domestically, I did not realize that literacy was a
relevant issue until
I met some customers at the department store where I
worked who could not write their checks.
That experience made me realize that literacy is a global issue and that it
impacts wealth nations too. Once I started the
Ph.D. program, I immediately started to contact the local
literacy centers to investigate the impact of literacy in the marketplace. I
wrote a paper on low literacy consumers as a semester project and my
research on literacy began from there. "
What motivates
you to continue in
this field?
"After my first
paper on literacy, I
became a volunteer
tutor for ESL
classes for two
years while I was
attending the Ph.D.
program. Most of my
students were
immigrants who
worked at odd jobs.
Many
of them had left
their families and
had come to the U.S.
for better jobs and
opportunities. One
day, the topic of
the class was
€œfamily,€ and one
student of mine
started to cry
because she missed
her sons whom
she had not seen for
10 years. Even with
all that heartache,
she practiced her
English with such a
passion that she
never missed a
class. Her hope was
that someday she
could get a better
job and make more
money so that she
could bring her sons
to the U.S. How
could I not study
these people? I
often think about
her and
wonder
whether my research
could help her in
some small way."
What do you think
you will be
researching in 10
years?
"I will be
probably be doing
the same thing,
literacy. I have
considered other
research areas, but
I always seem to
come right back to
the issues
surrounding
literacy. I would
like to focus more
on literacy among
immigrants than the
American born
population in the
future. I have also
considered focusing
on literate
consumers€™ reading
behavior as well.
So, I think my
research will
continue to center
around languages."
How do you
think that your
research betters the
world around you?
"It makes me
humble to think that
there are so many
people out there who
live completely
different from
myself. Through the
research process, I
have met so many
people whom I would
never have met
otherwise. I
appreciate what I
have, and I am
grateful that I have
gotten to have this
experience of
meeting people whom
may need my help."
How does your
research fit into
the mission and
philosophy of the
MKTG department and
the School of
Business?
"I
think that my
research interests
closely tied to our
mission and the
philosophy of the
MKTG department
since my research is
all about being a
responsible marketer
for our community.
My research efforts
add to the value of
the exchange
relationship between
the organization and
the consumers."
What is the most
important thing that
you have learned or
gained from doing
research in this
area?
"Try not to do
grand research, but
research something
that can make a
small difference in
our society."
What has been
the most rewarding
thing about working
with your subjects?
"They appreciate
that researchers are
interested in
helping consumers
from all walks of
life. They always
ask me, €œwill you
come again for
another
survey?€ Feeling
rewarded in the
process comes from
something small like
having a subject ask
me when I will be
back."
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