Professor Kyung’s research focuses on how memory (how people think about the past) and mental representation (how people think in the present) influence consumer decisions and behavior. For example, how does the way in which people are asked about past events influence when they feel they occurred and how they might blame the corporations or parties involved? How does the way in which consumers are asked about prices they have encountered in the past influence their price memory? How does the way in which consumers are asked about their past behavior influence the likelihood they will disclose information? In particular, she is focused on issues that have implications for the design of surveys, interfaces, and communication for marketers and policy makers.