Faculty & Research

Education:

• Ph.D. at University of Maryland, 2007
• M.S. at Illinois State University, 1998
• B.S. at Seoul National University, 1996

Contact Information:

(812) 855 – 0510

[send e-mail]

HPER 112

Background:

• Jorndt Research Award, Illinois State University
• Associate Director of Marketing and Facility Management, Sport ING, inc
• Executive Board Member: Division of Financing and Marketing: Korean-Japan World-Cup

Research:

My work draws on theories and concepts from recent literature in general psychology, marketing, and mass communication and applies these notions to the study of various aspects of sports consumption. While there has been much focus on cognitive factors in sports marketing research, my research concentrates on emotional factors affecting sports consumption, such as excitement, fun, arousal, and pleasure that have been shown to be primary motivational factors in sports consumption. The majority of my research can be divided into two general streams of sports sport communication/marketing: 1) the (online) sports-related gambling industry (e.g. fantasy game and on-line sport betting) and 2) the profiling of psychological characteristics of spectator-sport consumers (e.g., consumer response to media violence and advertising).

Publications:

Selected International/National Refereed Articles

McDaniel, S, R., Lim, C.,& Mahan, J. E. (2006). The role of Personality in response to Ads using violent images to promote consumption of sports entertainment. Journal of Business Research.

McDaniel, S. R., Lee, S., & Lim, C. (2001). Re-examining the relationship between fantasy and optimum stimulation levels. Imagination, cognition and personality, 20(4), 2001, 247-354.

Lim, C., Turco, D. M., & Wachter, C. (2001). Comparison of leisure constraints for Korean and U. S. Generation X. Journal of the International Council for Health, Physical Education, Recreation, Sport and Dance, 37(3), 57-64.

Lim, C., & Turco, D. (1999). The next generation of sport: Y. Cyber- journal of Sport Marketing, 3(4).

Turco, D. M., & Lim, C. (1998). Green and gold: tourism relations between the Green Bay Packers and the host community, Cyber-journal of sport marketing, 2 (3).

Selected Presentations

McDaniel, M. R., Lim, C., Lee, W., & Clark, K. (2007). Personality and fantasy league consumption: The influence of optimum stimulation level and locus of control on attitude, intention, and behaviors. North American Society for Sport Management Conference.

Lim, C., Kwak D., & McDaniel, M. R. (2006), Effects of consumers' optimum stimulation levels on gambling involvement and participation: A study in Korea. North American Society for Sport Management.

Lim, C., McDaniel., Ryan, J. (2006). Investigating the potential moderating effects of gender and personality of consumers' emotional responses to computer-mediated gambling. University of Maryland College Research Interaction Day.

Lim, C. Mahan, J. E., McDaniel, S, R. (2005). The role of Personality in response to Ads using violent images to promote consumption of sports entertainment. Consumer Personality & Research Conference.

McDaniel, S. R., Lim, C., & Lee, S. (2001). Optimum stimulation levels and the sport media audience. North American Society for Sport Management Conference.

McDaniel, S. R., & Lim, C. (2000). Optimum stimulation levels and the use of sport media: Investigating the influence of sensation seeking and need for cognition on sport media audiences. North American Society for Sport Management.

Lim, C (1998). A comparison of leisure lifestyles among American and Korean College Students in U. S. Illinois State University Graduate Research Symposium.

Turco, D. M, & Lim, C. (1997) Comparison of leisure lifestyles among American and Korean generation X. International Council for health, Physical Education, Recreation, Sport & Dance World Congress.

Turco, D. M., & Lim, C. (1997) Investigating the economic impact of Green bay Packers. North American Society for Sport Management.