Sunyee Yoon
Biographic Data
| ID | 4100940 |
|---|---|
| NAME | Sunyee Yoon |
| GIVEN NAMES | Sunyee |
| FAMILY NAME | Yoon |
| SIGNATURE | YOON S |
| AFFILIATIONS | University at Buffalo, State University of New York |
| ORCID | 0000-0001-9832-5150 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 21 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2016 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
The Color of Status
The elevation of brand status is a crucial goal for numerous luxury brands. Building on the framework of learned color associations, the current research suggests that using less saturated colors in products enhances consumers’ perception of luxury brand status. This effect arises from consumers’ association between less saturated colors and the passage of time, leading to perceptions of the brand as having a rich continuity heritage. Because con…
Feeling Economically Stuck
Five studies provide converging evidence for the joint effect of perceived economic mobility and socioeconomic status (SES) on compensatory behavior, such that low SES consumers who perceive low economic mobility (i.e., economically stuck consumers) seek more variety than other consumers. We trace this effect to these consumers' desire to compensate for their low sense of personal control. Furthermore, we show that these consumers' variety-seekin…
The Ant and the Grasshopper
A low savings rate is a persistent social issue with significant present and future ramifications. As an alternative to conceptualizing saving money as goal-directed behavior, the present research examines the chronic tendencies of people to save money in a consistent and sustained manner through a personal saving orientation (PSO). Drawing upon theorizing on action control and research on forming and maintaining habits, the PSO emphasizes consis…
The Ant and the Grasshopper
A low savings rate is a persistent social issue with significant present and future ramifications. As an alternative to conceptualizing saving money as goal-directed behavior, the present research examines the chronic tendencies of people to save money in a consistent and sustained manner through a personal saving orientation (PSO). Drawing upon theorizing on action control and research on forming and maintaining habits, the PSO emphasizes consis…
Feeling Economically Stuck
Five studies provide converging evidence for the joint effect of perceived economic mobility and socioeconomic status (SES) on compensatory behavior, such that low SES consumers who perceive low economic mobility (i.e., economically stuck consumers) seek more variety than other consumers. We trace this effect to these consumers' desire to compensate for their low sense of personal control. Furthermore, we show that these consumers' variety-seekin…
The Ant and the Grasshopper
A low savings rate is a persistent social issue with significant present and future ramifications. As an alternative to conceptualizing saving money as goal-directed behavior, the present research examines the chronic tendencies of people to save money in a consistent and sustained manner through a personal saving orientation (PSO). Drawing upon theorizing on action control and research on forming and maintaining habits, the PSO emphasizes consis…
Feeling Economically Stuck
Five studies provide converging evidence for the joint effect of perceived economic mobility and socioeconomic status (SES) on compensatory behavior, such that low SES consumers who perceive low economic mobility (i.e., economically stuck consumers) seek more variety than other consumers. We trace this effect to these consumers' desire to compensate for their low sense of personal control. Furthermore, we show that these consumers' variety-seekin…
The Color of Status
The elevation of brand status is a crucial goal for numerous luxury brands. Building on the framework of learned color associations, the current research suggests that using less saturated colors in products enhances consumers’ perception of luxury brand status. This effect arises from consumers’ association between less saturated colors and the passage of time, leading to perceptions of the brand as having a rich continuity heritage. Because con…
Psychology (3 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Consumer Retail Behavior Studies (2 works) · Economics (2 works) · Marketing (2 works) · Action (physics) (1 work) · Advertising (1 work) · Affect (linguistics) (1 work) · Behavioral Health and Interventions (1 work)