Info
Professor of Marketing
Sukki Yoon
Suki Yoon, Ph.D., is a Professor of Marketing at 麻豆影音 and the Editor-in-Chief of the Journal of Current Issues and Research in Advertising. Previously, he taught at Cleveland State University and has held positions as a Visiting Professor at Grey Worldwide and a Consultant at various U.S. and Korean firms and government agencies. He has also been a Visiting Scholar and Professor at several universities in the U.S., Italy, and Korea, including Harvard, Southern Methodist University, the University of Florence, SKKU, Sookmyung, Dongguk, and UNIST. He has published articles in numerous international journals and served on several editorial boards.
Degrees Awarded
Ph D, University of Illinois at Urbana-Champaign
MA, Michigan State University
BA, Konkuk University
Selected Publications
Baek, T.,Yoon, S.,Kim, S.,Kim, Y., Social Exclusion Influences on the Effectiveness of Altruistic versus Egoistic Appeals in Charitable Advertising, Marketing Letters, 2019.
Seo, J.,Vangelova, M.,Yoon, S., Shopping Plans, Buying Motivations, and Return Policies: Impacts on Product Returns and Purchase Likelihood, Marketing Letters, 2016.
Kim, Y.,Baek, T.,Yoon, S., Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea, International Journal of Advertising, 2016.
Kim, Y.,Hyun, H.,Oh, S.,Yoon, S., Closing the 鈥淕reen Gap鈥: How Consumers鈥 Environmental Commitment and Advertising Believability Strengthen the Relationship between Message Acceptance and Purchase Intention, Social Behavior and Personality, 2016.
Choi, Y.,Taylor, C. R.,Yoon, S., How Character Presence in Advergames Affects Brand Attitude and Game Performance: A Cross-Cultural Comparison, Journal of Consumer Behavior, 2015.
Long, C.,Friedman, M.,Yoon, S., How Lonely Consumers Relate to Brands: Insights from Psychological and Marketing Research, Routledge, 2015.
Baek, T.,Kim, S.,Yoon, S., When Environmental Messages Should Be Assertive: Examining the Moderating Role of Effort Investment, International Journal of Advertising, 2015.
Yoon, S., Counterfactual Thinking and Its Consequences: Implications for Advertising Research, Journal of Advertising and Promotion Research, 2014.
Oh, S.,Song, S.,Kim, K.,Kim, Y.,Yoon, S., Higher Quality or Lower Price? How Value-Increasing Promotions Affect Retailer Reputation via Perceived Value, Journal of Business Research, 2014.
Jeffres, L.,Jian, G.,Yoon, S., Conceptualizing Communication Capital for Civic Engagement, Communication Quarterly, 2013.
Waddell, B.,Roberto, M.,Yoon, S., Uncovering Hidden Profiles: Advocacy in Team Decision Making, Management Decision, 2013.
Yoon, S., Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention, Psychology & Marketing, 2013.
Jeffres, L.,Horowitz, E.,Bracken, C.,Jian, G.,Neuendorf, K. A.,Yoon, S., Structural Pluralism and the Community Context: How and When Does the Environment Matter? , Mass Communication & Society, 2011.
Choi, Y.,Song, S.,Yoon, S., When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers, Journal of Advertising, 2011.
Vargas, P. T.,Yoon, S., 鈥淣o More鈥 Leads to 鈥淲ant More,鈥 but 鈥淣o Less鈥 Leads to 鈥淲ant Less鈥: Counterfactual Thinking When Faced with Point-of-Purchase Discounts, Journal of Consumer Behavior, 2011.
Jeffres, L.,Jian, G.,Horowitz, E.,Bracken, C.,Yoon, S., Stages of Life: Values, Communication, and Civic Engagement, Journal of Media Sociology, 2011.
Vargas, P. T.,Yoon, S., Feeling Happier When Paying More: Dysfunctional Counterfactual Thinking in Consumer Affect, Psychology & Marketing, 2010.
Viswanathan, M.,Torelli, C.,Hila, R.,Yoon, S., 鈥淔ish out of Water鈥: Understanding Decision Making and Coping Strategies as Second Language Consumers through A Situational Literacy Perspective, Journal of Consumer Marketing, 2010.
Kim, B.,Han, S.,Yoon, S., Advertising Creativity in Korea: Scale Development and Validation, Journal of Advertising, 2010.
Lee, S.,Choi, Y.,Yoon, S., Different Routes to Judgment Formation, Communicative Business, 2010.
Choi, Y.,Kim, H.,Yoon, S., Investigating Third-Person Effects in Advertising Message Endorsement: A Cross-Cultural Comparison between South Korean and U.S. Consumers, The Journal of Image and Cultural Contents, 2009.
Han, S.,Yoon, S., Trends in International Advertising Research: Content Analysis of Major Advertising Journals from 1960 to 2005, Korea Journalism Review, 2008.
Vargas, P. T.,Yoon, S., On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy (Reprinted), New Therapist, 2007.
Han, S.,Yoon, S., The Impact of Korea-US Free Trade Agreement on the Korean Advertising Industry, Korea Broadcasting Advertising Corp , 2006.
Vargas, P. T.,Yoon, S., On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy, Advertising and Society Review, 2006.
Vargas, P. T.,Yoon, S., A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise among Individualists and Collectivists, Erlbaum, 2006.
Han, S.,Yoon, S., Country-of-Origin as a Stereotype: An Empirical Test of Korean International Advertising in U.S.A., Korean Journal of Advertising, 2005.
Vargas, P. T.,Yoon, S., Advertising Psychology, Elsevier/ Academic Press, 2005.
Vargas, P. T.,Yoon, S., When 鈥淲hat Might Have Been鈥 Leads to What Isn鈥檛 Best: Dysfunctional Counterfactual Thinking in Consumer Affect and Cognition, Erlbaum, 2005.
Vargas, P. T.,Han, S.,Yoon, S., Implicit Attitude Measurement as an Alternative Approach to Assessing Advertising Effects: Do Self-Report Measures Predict Spontaneous Behavior? , Korean Journal of Advertising, 2004.
Baek, T.,Bakpayev, M.,Yoon, S.,Kim, S., Smiling AI Agents: How Anthropomorphism and Broad Smiles Increase Charitable Giving, International Journal of Advertising.
Baek, T.,Kim, S.,Yoon, S.,Choi, Y.,Choi, D.,Bang, H., Emojis and Assertive Environmental Messages in Social Media Campaigns, Internet Research.
Baek, T.,Yoon, S., Pride and Gratitude: Egoistic versus Altruistic Appeals in Social Media Advertising, Journal of Business Research.
Bakpayev, M.,van Esch, P.,Baek, T.,Yoon, S., Programmatic Creative: AI Can Think but It Cannot Feel, Australasian Marketing Journal.
Camparo, S.,Maymin, P.,Park, C.,Yoon, S.,Zhang, C.,Lee, Y.,Langer, E., The Fatigue Illusion: The Physical Effects of Mindlessness, Humanities and Social Sciences Communications, Springer Nature.
Kim, K.,Ryoo, Y.,Manika, D.,Yoon, N.,Yoon, S., From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular鈥恆ppearing produce, Psychology & Marketing.
Kim, K.,Ryoo, Y.,Zdravkovic, S.,Yoon, S., Price Transparency in International Retailing on Digital Platforms, International Marketing Review.
Kim, K.,Yoon, S.,Attaran, S.,McCarthy, T., The Effect of Model Size on Luxury/non-luxury Brands Attitudes, .
Kim, K.,Yoon, S.,Attaran, S.,McCarthy, T., The Effect of private/public clothing on body relevant/nonbody relevant products: A multi-cultural study, .
Kim, S.,Yoon, S.,Baek, T.,Kim, Y.,Choi, Y., Temporal and Social Scarcities: Effects on Ad Evaluations, International Journal of Advertising.
Kim, W.,Ryoo, Y.,Drumwright, M.,Yoon, S., Hypocrisy Induction in Advertising, Journal of Advertising.
Kim, W.,Ryoo, Y.,Yoon, S.,Kim, K., Ethical Dissonance in Environmental Advertising: Moderating Effects of Self-Benefit versus Other-Benefit Appeals, International Journal of Advertising.
Pan, X.,Yoon, S., Gym Membership Programs: Image Motivation and Conditional Discount Framing, Journal of Current Issues & Research in Advertising.
Park, J.,Kim, J.,Lee, D.,Kim, S.,Voyer, B.,Kim, C.,Gonzalez-Jimenez, H.,Fastoso, F.,Choi, Y.,Yoon, S., The Impact of COVID-19 on Consumer Evaluation of Authentic Advertising Messages, Psychology and Marketing.
Rialti, R.,Zollo, L.,Kim, K.,Yoon, S., Mega-influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth, Psychology and Marketing.
Rossi, P.,Pantoja, F.,Yoon, S.,Kim, K., The Mind of the Beholder: Congruence Effects in Luxury Product Placements, International Journal of Advertising.
Seo, J.,Yoon, S., Food Waste Perceptions: Vice versus Virtue Foods, Journal of Consumer Marketing.
Yoon, S., Introduction to the Special Issue on the Future of Advertising, International Journal of Advertising.
Lim, E.,Kim, K.,Kang, E.,Sung, Y.,Yoon, S., This Ad is Uniquely Tailored for You: The Effectiveness of a Highly Personalized Ad Among Socially Excluded Consumers, The American Academy of Advertising Conference, 2024.
Park, S.,Kim, K.,Park, S.,Choi, Y.,Yoon, S., Cancel Anytime: How Easy Cancellation Options Enhance Purchase Intentions for Services that Require Long-Term Commitments, Journal of Retailing and Consumer Services, 2023.
Choi, D.,Bang, H.,Yoon, S.,Baek, T., Message Assertiveness and Price Discounts: Differences between Hedonic and Utilitarian Consumption, International Journal of Advertising, 2023.
Kim, K.,Ryoo, Y.,Zdravkovic, S.,Yoon, S., Pricing transparency in retail on digital platforms, 2023 Global Marketing Conference , 2023.
Lee, Y.,Bakpayev, M.,Yoon, S.,Kim, K., Close Your Eyes and Open Your Mind: How Closed Eyes Affect Evaluations of Utilitarian and Hedonic Advertising Appeals, Journal of Consumer Marketing, 2023.
Baek, T.,Kim, J.,Yoon, S.,Choi, Y.,Taylor, C. R., The COVID-19 threat and luxury advertising, Journal of Consumer Behavior, 2023.
Kim, K.,Yoon, S.,Zdravkovic, S., When does consumer care about dollars and cents? The impact of nation鈥檚 equity, price, and product transparency', Academy of International Business NE 2022 Conference Proceedings, 2022.
Bakpayev, M.,Baek, T.,van Esch, P.,Yoon, S., Programmatic Creative: AI Can Think but It Cannot Feel, Australasian Marketing Journal, 2022.
Park, J.,Kim, J.,Lee, D.,Kim, S.,Voyer, B.,Kim, C.,Sung, B.,Gonzalez-Jimenez, H.,Fastoso, H.,Choi, Y.,Yoon, S., The Impact of COVID-19 on Consumer Evaluation of Authentic Advertising Messages, Psychology & Marketing, 2022.
Yoon, S.,Bang, H.,Choi, D.,Kim, K., Slow versus fast: how speed-induced construal affects perceptions of advertising messages, International Journal of Advertising, 2021.
Bang, H.,Choi, D.,Yoon, S.,Baek, T.,Kim, Y., Message Assertiveness and Price Discount in Prosocial Advertising: Differences between Americans and Koreans, European Journal of Marketing, 2021.
Baek, T.,Yoon, S., Death Imagery in Anti-Poaching Advertising, Psychology & Marketing, 2020.
Yoon, H.,Yoon , S.,Zdravkovic, S.,Miocevic , D.,Kursan , I.,Yung, C., Comedic Violence in Advertising: Cultural Third-Person Effects among U.S., Korean, and Croatian Consumers, International Journal of Advertising , 2020.
Lee, Y.,Seo, J.,Yoon, S., Charity Advertising: Congruence between Political Orientation and Cause of Need, International Journal of Advertising, 2020.
Choi, Y.,Seo, Y.,Wagner, U.,Yoon, S., Matching Luxury Brand Appeals with Attitude Functions on Social Media across Cultures, Journal of Business Research, 2020.
Yoon, S.,Kim, K.,Beltis, A.,Logan, J.,Subramanian, G., Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance, Journal of Global Sport Management, 2020.
Zollo, L.,Filieri, R.,Rialti, R.,Yoon, S., Unpacking the Relationship between Social Media Marketing and Brand Equity: The Mediating Role of Consumers' Benefits and Experience, Journal of Business Research, 2020.
Lim, D.,Baek, T.,Yoon, S.,Kim, Y., Color Effects in Green Advertising, International Journal of Consumer Studies, 2020.
Yoon, S.,, .,, ., The Effect of 360-Degree Rotatable Product Images on Purchase Intention, Journal of Retailing and Consumer Services, 2020.
Baek, T.,Yoon, S., Looking Forward, Looking Back: The Impact of Goal Progress and Time Urgency on Consumer Responses to Mobile Reward Apps, Journal of Retailing and Consumer Services, 2020.
Yoon, S.,Lalwoni, A. K.,Vargas, P. T.,Kim, K.,Taylor, C. R., Culture and Health Persuasion: Differences between Koreans and Americans, Journal of Current Issues & Research in Advertising, 2020.
Errmann, A.,Seo, Y.,Choi, Y.,Yoon, S., Divergent Effects of Friend Recommendations on Disclosed Social Media Advertising in the U.S. and Korea, Journal of Advertising, 2019.
Han, N.,Baek, T.,Yoon, S.,Kim, Y., Is that Coffee Mug Smiling at Me? How Anthropomorphism Impacts the Effectiveness of Desirability versus Feasibility Appeals in Sustainability Advertising, Journal of Retailing and Consumer Services, 2019.
Choi, Y.,Yoon, S.,Kim, K.,Kim, Y., Text versus Picture in Advertising: Effects of Psychological Distance and Product Type, International Journal of Advertising, 2019.
Zdravkovic , S.,Miocevic , D.,Yoon, H.,Yoon, S.,Choi, Y., What鈥檚 Funny to Me Is Not Funny to Them: A Three Country Study Delineating the Impact of Provocative Humor in Advertising, Academy of International Business - 2019 , 2019.
Venmahavong, T.,Yoon, S.,Kim, K.,Yoo, C., Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects, Journal of Advertising , 2019.
Kim, K.,Gravier, M.,Yoon, S.,Oh, S., Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner鈥檚 Joy in Online Bidding?, European Journal of Marketing, 2019.
Kim, K.,Kim, S.,Corner, G.,Yoon, S., Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals, Journal of Promotion Management, 2019.
Oh, S.,Yoon, S.,Vargas, P., 鈥淚n-Depth鈥 Incidental Exposure: How Processing Difficulty and Processing Style Affect Evaluations of Transparent Overlay Images, European Journal of Marketing, 2019.
Kim, K.,Park, C.,Yoon, S.,Choi , Y.,Oh, S.,Lee, J., Branded entertainment: Gender differences in reactions to star ratings, Journal of Consumer Behaviour, 2019.
Kim, K.,Yoon, S.,Choi, Y., The Effects of eWOM Volume and Valence on Product Sales 鈥 An empirical Examination of the Movie Industry, International Journal of Advertising, 2019.
Lee, Y.,Yoon, S.,Chun, S.,Park, C.,Kim, K., How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns, Asian Journal of Communication, 2019.
, .,, .,Yoon, S., Augment Yourself through Virtual Mirror: The Impact of Self-Viewing and Narcissism on Consumer Responses, International Journal of Advertising, 2018.
Lee, Y.,Yoon, S.,Lee, Y.,Royne, M., How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising, Journal of Public Policy & Marketing, 2018.
Seo, Y.,Li, X.,Choi, Y.,Yoon, S., Narrative Transportation and Paratextual Features of Social Media in Viral Advertising, Journal of Advertising, 2018.
Zollo, L.,Yoon, S.,Rialti, R.,Ciappei, C., Ethical Consumption and Consumers鈥 Decision Making: The Role of Moral Intuition, Management Decision, 2018.
McKay-Nesbitt, J.,Ryan, C.,Yoon, S.,, ., College students' online purchase attitudes and intentions: Gender, product type, and risk, International Journal of Electronic Marketing and Retailing, 2018.
Choi, Y.,Seo, Y.,Yoon, S., E-WOM Messaging on Social Media: Social Ties, Temporal Distance, and Message Concreteness, Internet Research, 2017.
Kim, Y.,Baek, T.,Yoon, S.,Oh, S.,Choi, Y., Assertive Environmental Advertising and Reactance: Differences between Koreans and Americans, Journal of Advertising, 2017.
Song, S.,Sheinin, S.,Yoon, S., When Women Are Dissatisfied: Gender Differences in Product Failure Attribution, Social Behavior and Personality, 2017.
Baek, T.,Yoon, S., Guilt and Shame: Environmental Message Framing Effects, Journal of Advertising, 2017.
Yoon, S.,Oh, S., Social and Environmental Issues in Advertising, , 2017.
Song, S.,Sheinin, D.,Yoon, S., Effects of Product Failure Severity and Locus of Causality on Consumers鈥 Brand Evaluation, Social Behavior and Personality, 2016.
Oh, S.,Yoon, S., Introduction to Special Issue on Social and Environmental Issues in Advertising, International Journal of Advertising, 2016.
McKay-Nesbitt, J.,Yoon, S., Social marketing communication messages: How congruence between source and content influences physical activity attitudes, Journal of Social Marketing, 2015.
Yoon, S.,Oh, S.,Song, S.,Kim, K.,Kim, Y., Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value, Journal of Business Research, 2014.
Choi, Y.,Lacey, H.,Yoon, S., Online Game Characters鈥 Influence on Brand Trust: Self-Disclosure, Group Membership, and Product Type, Journal of Business Research, 2013.
McKay-Nesbitt, J.,Yoon, S., Source effects on health marketing messages, Marketing and Public Policy Annual Conference Proceedings, 2012.
Awards and Honors
Merit Award for Research Excellence, 2024
Best Conference Track Paper Award, 2023
The Korea-U.S. Research Collaboration in Humanities Grant (Co-Principal Investigator), 2021
Best Track Chair Award, 2020
Outstanding International Business Research Award, 2019
Emerald Literati Network Award for Excellence, Highly Commended Paper, 2018
Merit Award, 2017
2016 GMC Best Conference Paper Award, 2016
Emerald Literati Network Award for Excellence, 2016
Excellence in Research and Publication Award, 2015
Merit Award , 2015
Best Conference Paper Award, 2015
Advanced Applied Analytics Grant, 2014
Merit Award , 2013
Gallup Korea Research Award, Best Paper (1st Place) in research methods, 2011
Merit Award , 2011
AEF Visiting Professorship, 2009
Faculty Research Development Grant, $14,960,, 2006
KOBACO Research Grant with Han S., $33,119, 2006
Teaching Interests
Marketing Communications, Advertising, Consumer Behavior, Marketing Research, Digital Marketing.
Research Interests
Branding, Integrated Marketing Communication, Consumer Psychology, International Advertising, Digital Marketing, Social Marketing.
Professional Memberships
American Academy of Advertising
American Marketing Association
Association for Consumer Research
Society for Consumer Psychology