PUBLICATIONS

Peer-Reviewed Journal Articles

​

Choi, D., Bang, H., Yoon, S., & Baek, T. (forthcoming). Message Assertiveness and Price Discounts: Differences between Hedonic and Utilitarian Consumption. International Journal of Advertising, Accepted for publication.

​

Lee, Y., Bakpayev, M., Yoon, S., & Kim, K. (forthcoming). Close Your Eyes and Open Your Mind: How Closed Eyes Affect Evaluations of Utilitarian and Hedonic Advertising Appeals. Journal of Consumer Marketing, Accepted for publication. 

 

Baek, T., Kim, J., Yoon, S., Choi, Y., & Taylor, C. (forthcoming). The COVID-19 Threat and Luxury Advertising. Journal of Consumer Behaviour, Accepted for publication. 

​

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

​

Rossi, P., Pantoja, F., Yoon, S., Kim, K. (2023). The Mind of the Beholder: Congruence Effects in Luxury Product Placements, International Journal of Advertising, 42 (3), 562-588.

​

Camparo, S., Maymin, P. Z., Park, C., Yoon, S., Zhang, C., Lee, Y., & Langer, E. J. (2022). The Fatigue Illusion: The Physical Effects of Mindlessness. Humanities and Social Sciences Communications, 9, 331.

 

Seo, J. and Yoon, S. (2022). Food Waste Perceptions: Vice versus Virtue Foods, Journal of Consumer Marketing, 39 (3), 267-277.

 

Baek, T., Bakpayev, M., Yoon, S., & Kim, S. (2022). Smiling AI Agents: How Anthropomorphism and Broad Smiles Increase Charitable Giving, International Journal of Advertising, 41 (5), 850-867. 

 

Pan, X. & Yoon, S. (2022). Gym Membership Programs: Image Motivation and Conditional Discount Framing, Journal of Current Issues & Research in Advertising, 43 (3), 301-318. 

 

Baek, T., Kim, S., Yoon, S., Choi, Y., Choi, D., & Bang, H. (2022). Emojis and Assertive Environmental Messages in Social Media Campaigns, Internet Research, 32 (3), 988-1002. 

 

Baek, T. & Yoon, S. (2022). Pride and Gratitude: Egoistic versus Altruistic Appeals in Social Media Advertising, Journal of Business Research, 142, 499-511.

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., & 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.