Event Information:
Date: June 3
Time: 12:10–13:30
Location: Room 301, Journalism Building
Speaker: Dr. Tae Hyun Baek
Title: Consumer Mindset and Advertising Persuasion in the Age of Agentic AI
Introduction of the Speaker:
Dr. Tae Hyun Baek is Professor in the Department of Media and Communication at Sungkyunkwan University, Seoul, Republic of Korea. He is a leading advertising scholar whose research focuses on AI-generated advertising, digital advertising, consumer behavior, advertising psychology, branding, and prosocial behavior. He has published extensively in major advertising and communication journals and was recognized as a Stanford/Elsevier World Top 2% Scientist in 2025. He also serves as Associate Editor of the Journal of Advertising Research and the Journal of Current Issues and Research in Advertising, and is on the Editorial Review Boards of the Journal of Advertising and the International Journal of Advertising.
Lecture Description:
The research presentation explores how consumers psychologically respond to AI-generated advertising content, physical AI such as humanoid robots and embodied AI technologies, and humanlike AI agents across diverse communication contexts. Particular attention is given to the role of consumer mindset in shaping persuasion outcomes and responses to emerging AI communication strategies. The session offers timely insights into the future of AI-driven advertising, consumer psychology, and human–robot interaction in the age of agentic AI.
