Texas Tech University

Yonghwan Chang

College of Arts & Sciences, Department of Kinesiology & Sports Management

Dr. Chang studies sport consumers' associative and propositional processes of attitudes, cognitive appraisals of emotional responses, and quality, value and risk perceptions, in addition to their psychological characteristics, such as personality, need, and motivation. These lines of research have been extended to a variety of segments in the sport and related industries, such as sponsorship, endorsement, sport branding, luxury service, social media, and spectator sports. From the methodological and statistical points of view, Dr. Chang employs a combination of machine learning and Bayesian optimization techniques to examine sports spectators' emotional reactions manifested in social media. Dr. Chang also investigates innovative applications of an integrative analysis with propensity score methods and structural equation modeling to sport consumer behavior research. Dr. Chang received his PhD in Sport Management from the Department of Tourism, Recreation, and Sport Management, University of Florida, and was a Financial Investment Consultant at the Kumho Asiana Group in South Korea.

Recent Scholarship: Chang, Y., & Ko, Y. J. (in press). Reconsidering the role of fit in celebrity endorsement: Associative-propositional evaluation (APE) accounts of endorsement effectiveness. Psychology & Marketing.

Yonghwan Chang