PUBLICATIONS

Peer-Reviewed Journal Articles

 

Seo, J. and Yoon, S. (forthcoming). Food Waste Perceptions: Vice versus Virtue Foods, Journal of Consumer Marketing, Accepted for publication. 

 

Kim, W., Ryoo, Y., Drumwright, M., and Yoon, S. (forthcoming). Hypocrisy Induction in Advertising, Journal of Advertising, Accepted for publication. 

Baek, T. & Yoon, S. (forthcoming). Pride and Gratitude: Egoistic versus Altruistic Appeals in Social Media Advertising, Journal of Business Research, Accepted for publication. 

Baek, T., Bakpayev, M., Yoon, S., & Kim, S. (forthcoming). Smiling AI Agents: How Anthropomorphism and Broad Smiles Increase Charitable Giving, International Journal of Advertising, Accepted for publication. 
 

Pan, X. & Yoon, S. (forthcoming). Gym Membership Programs: Image Motivation and Conditional Discount Framing, Journal of Current Issues & Research in Advertising, Accepted for publication. 

Baek, T., Kim, S., Yoon, S., Choi, Y., Choi, D., & Bang, H. (forthcoming). Emojis and Assertive Environmental Messages in Social Media Campaigns, Internet Research, Accepted for publication. 


Bakpayev, M., Baek, T., van Esch, P., & Yoon, S. (2022). Programmatic Creative: AI Can Think but It Cannot Feel. Australasian Marketing Journal, 30 (1), 90-95. 


Park, J., Kim, J., Lee, D. C., Kim, S., Voyer, B., Kim, C., Sung, B., Gonzalez-Jimenez, H., Fastoso, F., Choi, Y., & Yoon, S. (2022). The Impact of COVID-19 on Consumer Evaluation of Authentic Advertising Messages, Psychology & Marketing, 39 (1), 76-89. 

Kim, W., Ryoo, Y., Yoon, S., & Kim, K. (2021). Ethical Dissonance in Environmental Advertising: Moderating Effects of Self-Benefit versus Other-Benefit Appeals, International Journal of Advertising, 40 (8), 1320-1342. 

Kim, S., Yoon, S., Baek, T., Kim, Y., & Choi, Y. (2021). Temporal and Social Scarcities: Effects on Ad Evaluations, International Journal of Advertising, 40 (7), 1115-1134. 

Yoon, H., Yoon, S., Zdravkovic, S., Milakovic, I. K., Miocevic, D., & Choi, Y. (2021). Comedic Violence in Advertising: Cultural Third-Person Effects among U.S., Korean, and Croatian Consumers, International Journal of Advertising, 40 (7), 1047-1072. 

Bang, H., Choi, D., Yoon, S., Baek, T., and Kim, Y. (2021). Message Assertiveness and Price Discount in Prosocial Advertising: Differences between Americans and Koreans, European Journal of Marketing, 55 (6), 1780-1802. 


Yoon, S., Bang, H., Choi, D., & Kim, K. (2021). Slow versus Fast: How Speed-Induced Construal Affects the Perceptions of Advertising Messages. International Journal of Advertising, 40 (2), 225-245.

 

Yoon, S., Lalwani, A., Vargas, P., Kim, K., & Taylor, C. R. (2021). Culture and Health Persuasion: Differences between Koreans and Americans. Journal of Current Issues & Research in Advertising, 42 (1), 83-101.  

 

Baek, T. & Yoon, S. (2020). Death Imagery in Antipoaching Advertising. Psychology & Marketing, 37 (12), 1637-1811. 

Lee, Y., Seo, J., & Yoon, S. (2020). Charity Advertising: Congruence between Political Orientation and Cause of Need. International Journal of Advertising, 39 (7), 943-962.  

Lim, D., Baek, T., Yoon, S., & Kim, Y. (2020). Color Effects in Green Advertising. International Journal of Consumer Studies, 44, 552-562. 

Kim, S., Baek, T. & Yoon, S. (2020). The Effect of 360-Degree Rotatable Product Images on Purchase Intention. Journal of Retailing and Consumer Services, 55,102062. 

Baek, T. & Yoon, S. (2020). 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, 54, 102046. 

Choi, Y., Seo, Y., Wagner, U., & Yoon, S. (2020). Matching Luxury Brand Appeals with Attitude Functions on Social Media across Cultures. Journal of Business Research, 117, 520-528.  

Yoon, S., Kim, K., Beltis, A., Logan, J., & Subramanian, G. (2020). Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance. Journal of Global Sport Management, 5 (3), 308-319.

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the Relationship between Social Media Marketing and Brand Equity: The Mediating Role of Consumers' Benefits and Experience. Journal of Business Research, 117, 256-267.  

Errmann, A., Seo, Y., Choi, Y., & Yoon, S. (2019). Divergent Effects of Friend Recommendations on Disclosed Social Media Advertising in the U.S. and Korea. Journal of Advertising, 48 (5), 499-511.   

Choi, Y., Yoon, S., Kim, K., & Kim, Y. (2019). Text versus Pictures in Advertising: Effects of Psychological Distance and Product Type Reference. International Journal of Advertising, 38 (4), 528-543.   
 

Han, N., Baek, T., Yoon, S., & Kim, Y. (2019). 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, 51, 352-361.   

 

Venmahavong, T., Yoon, S., Kim, K., & Yoo, C. (2019). Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdowns Effects. Journal of Advertising, 48 (2), 232-241.   

Kim, K., Yoon, S., & Choi, Y. (2019). The Effects of eWOM Volume and Valence on Product Sales: An Empirical Examination of the Movie Industry. International Journal of Advertising, 38 (3), 471-488.   
 

Kim, K., Kim, S., Corner, G., and Yoon, S. (2019). Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals, Journal of Promotion Management, 25 (3), 314-327.  

Kim, K., Gravier, M., Yoon. S., & Oh, S. (2019). Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding? European Journal of Marketing, 53 (4), 585-606.   

Baek, T., Yoon, S., Kim, S. & Kim, Y. (2019). Social Exclusion Influences on the Effectiveness of Altruistic versus Egoistic Appeals in Charitable Advertising. Marketing Letters, 30 (1), 75-90.  


Kim, K., Park, C., Yoon. S., Choi, Y., Oh, S., & Lee, J. (2019). Branded Entertainment: Gender Differences in Reactions to Star Ratings. Journal of Consumer Behavior, 18 (2), 166-176. 

Oh, S., Yoon. S., & Vargas. P. T. (2019). “In-Depth” Incidental Exposure: How Processing Difficulty and Processing Style Affect Evaluations of Transparent Overlay Images. European Journal of Marketing, 53 (2), 279-298. 

Lee, Y., Yoon, S., Chun, S., Park, C., & Kim, K. (2019). How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns. Asian Journal of Communication, 29 (1), 55-72. 

 

Lee, Y., Yoon, S., Lee, Y., & Royne, M. (2018). How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising. Journal of Public Policy and Marketing, 37 (1), 108-118. 

Seo, Y., Li, X., Choi, Y., & Yoon, S. (2018). Narrative Transportation and Paratextual Features of Social Media in Viral Advertising. Journal of Advertising, 47 (1), 83-95. 

 

Zollo, L., Yoon, S., Rialti, R., & Ciappei, C. (2018). Ethical Consumption and Consumers’ Decision Making: The Role of Moral Intuition. Management Decision, 56 (3), 692-710.

Baek, T., Yoo, C., & Yoon, S. (2018). Augment Yourself through Virtual Mirror: The Impact of Self-Viewing and Narcissism on Consumer Responses. International Journal of Advertising, 37 (3), 421-439.  

McKay-Nesbitt, J., Ryan, C., & Yoon, S. (2018). College Students’ Online Purchase Attitudes and Intentions: Gender, Product Type, and Risk. International Journal of Electronic Marketing and Retailing, 9 (3), 207-229.      

Kim, Y., Baek, T., Yoon, S., Oh, S., & Choi, Y. (2017). Assertive Environmental Advertising and Reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564.  

Baek, T. & Yoon, S. (2017). Guilt and Shame: Environmental Message Framing Effects. Journal of Advertising, 46 (3), 440-453.  

Choi, Y., Seo, Y., & Yoon, S. (2017). E-WOM Messaging on Social Media: Social Ties, Temporal Distance, and Message Concreteness. Internet Research, 27 (3), 495-505.  

Song, S., Sheinin, D., & Yoon, S. (2017). When Women Are Dissatisfied: Gender Differences in Product Failure Attribution. Social Behavior and Personality, 45 (8), 1397-1408.

Seo, J., Yoon, S., & Vangelova, M. (2016). Shopping Plans, Buying Motivations, and Return Policies: Impacts on Product Returns and Purchase Likelihood. Marketing Letters, 27 (4), 645-659.  

Yoon, S., Kim, Y., & Baek, T. (2016). Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105.

Song, S., Sheinin, D., & Yoon, S. (2016). Effects of Product Failure Severity and Locus of Causality on Consumers’ Brand Evaluation. Social Behavior and Personality, 44 (7), 1209-1222.

 

Kim, Y., Oh, S. Yoon, S., & Shin, H. H. (2016). Closing the “Green Gap”: The Impact of Environmental Commitment and Advertising Believability, Social Behavior and Personality, 44 (2), 339-352.

 

Choi, Y., Yoon, S., & Taylor, C. R. (2015). How Character Presence in Advergames Affects Brand Attitude and Game Performance: A Cross-Cultural Comparison. Journal of Consumer Behavior, 14 (6), 357-365.

 

McKay-Nesbitt, J., & Yoon, S. (2015). Social Marketing Communication Messages: How Congruence between Source and Content Influences Physical Activity Attitudes. Journal of Social Marketing, 5 (1), 40-55.

 

Baek, T., Yoon, S., & Kim, S. (2015). When Environmental Messages Should Be Assertive: Examining the Moderating Role of Effort Investment. International Journal of Advertising, 34 (1), 135-157.

 

Jeffres, L. W., Jian, G., Atkin, D. & Yoon, S. (2014). Expanding the Political Discussion Network: Community Diversity, Communication Climate, Newspaper Readership and Third Places. Newspaper Research Journal, 35 (4), 52-65.

 

Yoon, S. (2014). Counterfactual Thinking and Its Consequences: Implications for Advertising Research. Journal of Advertising and Promotion Research, 3 (1), 5-24. 

 

Yoon, S., Oh, S., Song, S., Kim, K., & Kim, Y. (2014). Higher Quality or Lower Price? How Value-Increasing Promotions Affect Retailer Reputation via Perceived Value. Journal of Business Research, 67 (10), 2088-2096.

 

Yoon, S. (2013). Do Negative Consumption Experiences Hurt Manufacturers or Retailer? Psychology & Marketing, 30 (7),  555-565.

 

Jeffres, L. W., Jian, G., & Yoon, S. (2013). Conceptualizing Communication Capital for Changing Environment. Communication Quarterly, 61 (5), 539-563.

 

Choi, Y., Yoon, S. & Lacey, H. P. (2013) Online Game Characters’ Influence on Brand Trust: Self-Disclosure, Group Membership, and Product Type. Journal of Business Research, 66 (8), 996-1013.

 

Waddell, B., Roberto, M, A., & Yoon, S. (2013). Uncovering Hidden Profiles: Advocacy in Team Decision Making. Management Decision, 51(2), 321-340.

 

Yoon, S., Choi, Y., & Song, S. (2011). When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers. Journal of Advertising, 40(2), 63-75.

 

Yoon, S., & Vargas, P. T. (2011). No More Leads to Want More, but No Less Leads to Want Less: Counterfactual Thinking When Faced with Point-of-Purchase Discounts. Journal of Consumer Behaviour, 10(2), 93-101.

 

Jeffres, L. W., Horowitz, E., Bracken, C., Jian, G., Neuendorf, K. A., & Yoon, S. (2011). Structural Pluralism and the Community Context: How and When Does the Environment Matter? Mass Communication & Society, 14(6), 787-815.

 

Jeffres, L. W., Jian, G., Horowitz, E., Bracken, C., & Yoon, S. (2011). Stages of Life: Values, Communication, and Civic Engagement. Journal of Media Sociology, 1(3), 202-235.

 

Yoon, S., & Vargas, P. T. (2010). Feeling Happier When Paying More: Dysfunctional Counterfactual Thinking in Consumer Affect. Psychology & Marketing, 27(12), 1075-1100. 

 

Kim, B., Han, S., & Yoon, S. (2010). Advertising Creativity in Korea: Scale Development and Validation. All authors contributed equally. Journal of Advertising, 50(2), 93-108.

 

Viswanathan, M., Torelli, C., Yoon, S., & Riemer, H. (2010). Fish Out of Water: Understanding Decision Making And Coping Strategies As Second Language Consumers Through A Situational Literacy Perspective. Journal of Consumer Marketing, 27(6), 524-533.

 

Yoon, S., Lee, S., & Choi, Y. (2010). Different Routes to Judgment Formation. Communicative Business, 3 (1), 50-70.

 

Yoon, S., Choi, Y., & Kim, H. (2009). 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, 2, 365-379.

 

Han, S., & Yoon, S. (2008). Trends in International Advertising Research: Content Analysis of Major Advertising Journals from 1960 to 2005. Korea Journalism Review, 2(3), 54-65.

 

Vargas, P. T., & Yoon, S. (2006). On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy. Advertising and Society Review, 7 (1).

 

Han, S., & Yoon, S. (2005). Country-of-Origin as a Stereotype: An Empirical Test of Korean International Advertising in U.S.A. Korean Journal of Advertising, 67, 185-203.

 

Yoon, S., Vargas, P. T., & Han, S. (2004). Implicit Attitude Measurement as an Alternative Approach to Assessing Advertising Effects: Do Self-Report Measures Predict Spontaneous Behavior? Korean Journal of Advertising, 63, 103-127. 

 

 
Invited Articles

 

Yoon, S. (2022). Introduction to the Special Issue on the Future of Advertising, International Journal of Advertising, 41 (5), 1-3.
 

Yoon, S. & Choi, Y. (2020). Introduction to Special Issue on Leveraged Marketing Communications, International Journal of Advertising, 39 (4), 1-3.

Yoon, S. & Oh, S. (2016). Introduction to Special Issue on Social and Environmental Issues in Advertising, International Journal of Advertising, 35 (1), 1-3.

 

Vargas, P. T., & Yoon, S. (2007). On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy. Reprinted in New Therapist, 49, 15-24.

Books

 

Yoon, S. & Oh, S. (Eds.) (2017), Social and Environmental Issues in Advertising. London: Routledge.

Han, S., & Yoon, S. (2006). The Impact of Korea-US Free Trade Agreement on the Korean Advertising Industry. Seoul, Korea: Korea Broadcasting Advertising Corp (written in Korean for KOBACO-funded project).

Book Chapters

 

Yoon, S. & Oh, S. (2017). Introduction to Special Issue on Social and Environmental Issues in Advertising Reprinted In Yoon, S. & Oh, S. (Eds.), Social and Environmental Issues in Advertising, 1-3. London: Routledge.

 

Yoon, S., Kim, Y., & Baek, T. (2017). Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea. Reprinted In Yoon, S. & Oh, S. (Eds.), Social and Environmental Issues in Advertising, 93-105. London: Routledge.

Long, C., Yoon, S., & Friedman, M. (2015). How Lonely Consumers Relate to Brands: Insights from Psychological and Marketing Research, In S. Fournier, M. Breazeale, & J. Avery (Eds.), Strong Brands, Strong Relationships, 95-105. London: Routledge.

 

Yoon, S., & Vargas, P. T. (2006). A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise among Individualists and Collectivists. In L. R. Kahle & C. Kim (Eds.), Creating Images and the Psychology of Marketing Communications, 171-190. Mahwah, NJ:  Erlbaum.

 

Yoon, S., & Vargas, P. T. (2005). When “What Might Have Been” Leads to What Isn’t Best: Dysfunctional Counterfactual Thinking in Consumer Affect and Cognition. In F. R. Kardes, P. M. Herr, & J. Nantel (Eds.), Applying Social Cognition to Consumer-Focused Strategy, 331-352. Mahwah, NJ:  Erlbaum.

 

Vargas, P. T., & Yoon, S. (2005). Advertising Psychology. In C. Spielberger (Ed.), Encyclopedia of Applied Psychology, Volume 1, 53-64. San Diego: Elsevier/ Academic Press.