Yongwoog Andrew Jeon
Biographic Data
| ID | 6628431 |
|---|---|
| NAME | Yongwoog Andrew Jeon |
| GIVEN NAMES | Yongwoog Andrew |
| FAMILY NAME | Jeon |
| SIGNATURE | JEON Y A |
| AFFILIATIONS | Northern Illinois University |
| ORCID | 0000-0001-5927-7707 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
High hopes, hard falls
This paper explores what people expect from AI-human collaboration in a creative domain and how they react when the outcomes fall short of those expectations. Study 1 utilized open-ended questions and content analysis to establish that consumers expect ads created through AI-human collaboration to be of superior quality compared to those created through AI-AI or human-human collaboration. This expectation arises from consumers’ beliefs in enhance…
How Small Talk and Co-Viewing with AI Companions Boost Advertising Effectiveness and Persuasion
This study examines how small talk and co-viewing television ads, with a voice-based AI companion (AIC), influence ad effectiveness and AI-driven persuasion. Study 1, a scenario-based experiment, provides initial evidence that co-viewing with an AIC evokes a sense of presence and shared experience comparable to watching alongside a human partner. Study 2, conducted in a living room-style laboratory, examines how the length of interaction moderate…
How to use malleable metaverse stores for branding
Purpose The current study proposes and empirically tests a novel marketing tactic for the metaverse: designing virtual stores differentially to convey different personalities of the same brand. We also examine how these brand personalities, as perceived from virtual store designs, influence customers’ identification with the brand and intention to purchase its products. Design/methodology/approach We conducted three experiments testing two sets o…
Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms
Using an experimental tool that tracks viewers’ real-time ad-skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of complex discrete emotions can reduce the ad-skipping rate on social media platforms such as YouTube. Across three experiments, we showed the following results. First, the ad-skipping rate of emotional appeal ads was lower among consumers who had the goal of watching em…
My online self identifies with you, but my offline self skips you
Purpose The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously. Design/methodology/approach Real-time ad-skipping behaviors were tracked and analyzed across three online experiments. Findings The results su…
Influencers As Endorsers and Followers As Consumers
Given the benefits and effectiveness of consumer online brand engagement, influencer advertising and marketing have become increasingly popular on social media. Consumer online brand engagement, including consuming, contributing, and creating brand-related content, is closely related to a brand’s reputation and image. This study determines how the two aspects related to influencer endorsement—namely, influencer–follower parasocial interaction (PS…
The vicious cycle of stressors, food advertising and overeating
The present study examined how negative feelings induced by anti-obesity Public Service Announcements (PSAs) influence viewers’ emotional processing of subsequent food commercials. We also investigated how this viewing experience differentially influenced viewers’ explicit and implicit attitudes toward high-calorie foods, thereby influencing their behavioral intentions towards healthy eating. In an experiment, participants first watched a series …
Interpret me! The interplay between visual metaphors and verbal messages in advertising
The present research investigates how visual metaphors (that differ in terms of complexity) and verbal messages (that vary in terms of explicitness of explaining the visual metaphors) interactively impact on consumers’ pleasure and ad appreciation. Across two studies, findings demonstrate that consumers experience a higher sense of pleasure and appreciation when explicit (vs. implicit) verbal messages are presented with extremely complex visual m…
No prominent works on this page.
The vicious cycle of stressors, food advertising and overeating
The present study examined how negative feelings induced by anti-obesity Public Service Announcements (PSAs) influence viewers’ emotional processing of subsequent food commercials. We also investigated how this viewing experience differentially influenced viewers’ explicit and implicit attitudes toward high-calorie foods, thereby influencing their behavioral intentions towards healthy eating. In an experiment, participants first watched a series …
Interpret me! The interplay between visual metaphors and verbal messages in advertising
The present research investigates how visual metaphors (that differ in terms of complexity) and verbal messages (that vary in terms of explicitness of explaining the visual metaphors) interactively impact on consumers’ pleasure and ad appreciation. Across two studies, findings demonstrate that consumers experience a higher sense of pleasure and appreciation when explicit (vs. implicit) verbal messages are presented with extremely complex visual m…
Influencers As Endorsers and Followers As Consumers
Given the benefits and effectiveness of consumer online brand engagement, influencer advertising and marketing have become increasingly popular on social media. Consumer online brand engagement, including consuming, contributing, and creating brand-related content, is closely related to a brand’s reputation and image. This study determines how the two aspects related to influencer endorsement—namely, influencer–follower parasocial interaction (PS…
Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms
Using an experimental tool that tracks viewers’ real-time ad-skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of complex discrete emotions can reduce the ad-skipping rate on social media platforms such as YouTube. Across three experiments, we showed the following results. First, the ad-skipping rate of emotional appeal ads was lower among consumers who had the goal of watching em…
My online self identifies with you, but my offline self skips you
Purpose The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously. Design/methodology/approach Real-time ad-skipping behaviors were tracked and analyzed across three online experiments. Findings The results su…
How to use malleable metaverse stores for branding
Purpose The current study proposes and empirically tests a novel marketing tactic for the metaverse: designing virtual stores differentially to convey different personalities of the same brand. We also examine how these brand personalities, as perceived from virtual store designs, influence customers’ identification with the brand and intention to purchase its products. Design/methodology/approach We conducted three experiments testing two sets o…
High hopes, hard falls
This paper explores what people expect from AI-human collaboration in a creative domain and how they react when the outcomes fall short of those expectations. Study 1 utilized open-ended questions and content analysis to establish that consumers expect ads created through AI-human collaboration to be of superior quality compared to those created through AI-AI or human-human collaboration. This expectation arises from consumers’ beliefs in enhance…
How Small Talk and Co-Viewing with AI Companions Boost Advertising Effectiveness and Persuasion
This study examines how small talk and co-viewing television ads, with a voice-based AI companion (AIC), influence ad effectiveness and AI-driven persuasion. Study 1, a scenario-based experiment, provides initial evidence that co-viewing with an AIC evokes a sense of presence and shared experience comparable to watching alongside a human partner. Study 2, conducted in a living room-style laboratory, examines how the length of interaction moderate…
Psychology (6 works) · Digital Marketing and Social Media (5 works) · Social Psychology (5 works) · Advertising (4 works) · Business (4 works) · AI in Service Interactions (3 works) · Computer Science (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Media Influence and Health (3 works) · Identification (biology (2 works)