The Korean Society for Consumer Advertising Psychology (President Kang Jeong-seok, Professor, Department of Psychology, Jeonbuk National University (JBNU)) will hold the 2024 Spring Academic Conference on April 19, 2024, at the JBNU International Convention Center.

The conference, jointly organized by the Korean Society for Consumer Advertising Psychology, the Social Science Research Institute of JBNU, and the Project to Train Psychological Experts for a Super-Aged Society (Department of Psychology, Jeonbuk National University BK21 Project Division), will address consumers' fun and happiness under the theme "DISCO to Fun (Diversity in Studying Consumer Orientation to Fun)".

Beginning with keynote lectures by Professor Lee Ho (Department of Forensic Medicine, JBNU School of Medicine) and Director Yun Deok-hwan (Micromill Embrain), the conference will feature 16 research presentations in general sessions such as "Consumer Well-being", "Consumers' Psychological Mechanisms", and "Consumers and Social Media". Seven research papers will be presented in a special session by JBNU BK21+ and the Jeonbuk Provincial Social Survey. In addition, a special session sponsored by the Korea Press Foundation will present seven studies on "Greenwashing: Consumer Perceptions and the Role of Advertising".

Kang Jeong-seok, President of the Korean Society for Consumer Advertising Psychology, said, "For consumers, fun restores vitality to life and provides the strength to overcome life's difficulties. Recently, the enjoyment and happiness derived from small everyday pleasures have emerged as important values. We organized this conference to hold in-depth academic and practical discussions on the pursuit of fun and on enhancing happiness through fun."