Headshot of Haeran Jae

Haeran Jae

Associate Professor

Area: Marketing

  • Snead Hall
  • 301 W. Main Street
  • Box 844000
  • Richmond, VA, 23284-4000
  • Office: B3163


  • Consumer Wellbeing
  • Low Literate Consumers
  • Consumer Text Processing


  • International Marketing, Marketing Research, Services Marketing
  • Low-Literate Consumers, Text Processing, Consumer Well-Being

Haeran Jae, Ph. D., is an Associate Professor of Marketing at the VCU School of Business. She is a native of South Korea and an alumna of the University of Kentucky, Florida Gulf Coast University, and Pusan National University. She worked for Delta Airlines for several years. Dr. Jae's research interests include consumer well-being, low-literate and aliterate consumers. Dr. Jae has taught promotion management, marketing research, international marketing, and services marketing at the undergraduate level and international marketing and service quality management at the graduate level.


Published Intellectual Contributions
Journal Article
  • Jae, H. (in press). Local Level Processing and Working Memory Capacity in Text Modeling: The Case of Low and High Literate Adults. International Journal of Literacy and Education.
  • DelVecchio, D. S., Jae, H. (2023). Characteristics of Aliterate Consumers and Their Responses to Advertising and Non-Advertising Communications. (7 ed., vol. 27, pp.927-960). Journal of Promotion Management.
  • Jae, H. (2023). Improving Student Engagement By Including A "Song Of The Day" In Announcements. (vol. 28, pp.1-9). Journal of Instructional Pedagogies.
  • Jae, H., DelVecchio, D. S. (2022). Aliterate Consumers’ Processing of DTC Pharmaceutical Advertising. (2 ed., vol. 35, pp.115-132). Journal of Global Marketing.
  • DelVecchio, D. S., Jae, H., Ferguson, J. L. (2019). Consumer Aliteracy. (2 ed., vol. 36, pp.89-101). Psychology and Marketing.
  • Jae, H. (2018). The Effectiveness of Closed Caption Videos in Classrooms:Objective versus Subjective Assessments. (vol. 22, pp.1-8). Journal of Instructional Pedagogies (ERIC Number: EJ1216800).
  • Candi, M., Jae, H., Makarem, S. C., Mohan, M. (2017). Consumer Response to Functional, Aesthetic and Symbolic Product Design Expressed in Online Reviews. (vol. 81, pp.31-39). Journal of Business Research.
  • Makarem, S. C., Jae, H. (2016). Consumer Boycott Behavior: An Exploratory Analysis of Twitter Feeds. (1 ed., vol. 50, pp.193-223). Journal of Consumer Affairs.
  • Jae, H. (2014). Developing Promotional Materials for Adult Literacy Programs. (vol. 3, pp.50-55). Journal of Research and Practice in Adult Literacy, Secondary, and Basic Education.
  • Franzak, F. J., Makarem, S. C., Jae, H. (2014). Design Benefits, Emotional Responses, and Brand Engagement. (1 ed., vol. 23, pp.16-23). Journal of Product & Brand Management.
  • Jae, H., Franzak, F. J. (2013). The Effects of Education and Incongruent Images on Product Warnings. (vol. 2, pp.22-35). Journal of Business & Management.
  • Jae, H., Viswanathan, M. (2012). Effects of pictorial warnings on low-literate consumers. (vol. 65, pp.1674-1681). Journal of Business Research.
  • Roland, G., Jae, H., Viswanathan, M. (2012). Experimental research on low-literate consumers: Implications for subsistence marketplace. (vol. 65, pp.1683-1691). Journal of Business Research.
  • Jae, H., DelVecchio, D., Childers, T. (2011). Are low-literate and high-literate consumers different? Applying resource matching theory to ad processing cross literacy levels?. (vol. 21, pp.312-323). Journal of Consumer Psychology.
  • Jae, H. (2011). Cognitive Load and Syntactic Complexity of Printed Advertisements: Effects on Consumer Attitudes. (vol. 21 (1), pp.152-159). The Marketing Management Journal.
  • Jae, H. (2010). Syntax Complexity and Presentation Order as Determinants of Comprehension in Print Advertisements. (vol. 16, pp.522-532). Journal of Promotion Management.
  • Adkins, N., Jae, H. (2010). Marketplace Vulnerability of Limited English Proficient Consumers: Opportunities to Increase Knowledge in Macromarketing. (vol. 30, pp.93-104). Journal of Macromarketing.
  • Jae, H., Cowling, J. F. (2009). Objectivity in Grading: The Promise of Bar Codes. (vol. 57, pp.51-55). College Teaching.
  • Jae, H. (2009). Linguistically Isolated Consumers: Historical Trends and Vulnerability in the U.S. Marketplace. (vol. 19, pp.72-83). Marketing Management Journal.
  • Jae, H., DelVecchio, D. S., Cowles, D. (2008). Picture-Text Incongruency in Print Advertisements among Low-and High- Literacy Consumers. (vol. 42, pp.439-451). Journal of Consumer Affairs.
  • Jae, H., Cowling, J. F. (2008). The Use of Bar Code Technology in Grading to Improve Student Anonymity and Reduce Identity-Based Bias. (vol. 18, pp.65-70). Marketing Education Review.
  • Jae, H., Seevers, M. T., Gassenheimer, J. (2007). Underground Economy and Marketing Exchange: A Macro Perspective. (vol. 17, pp.1-15). Marketing Management Journal.
  • Jae, H., DelVecchio, D. S. (2004). Decision-Making by Low-Literacy Consumers in the Presence of Point-of-Purchase Information. (vol. 38, pp.342-354). Journal of Consumer Affairs.