Sukki Yoon
Dados Biográficos
| ID | 6465640 |
|---|---|
| NOME | Sukki Yoon |
| PRENOMES | Sukki |
| SOBRENOME | Yoon |
| ASSINATURA | YOON S |
| AFILIAÇÕES | Bryant University |
| ORCID | 0000-0003-0092-1195 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 25 |
| TOTAL DE CITAÇÕES | 22 |
| TOTAL COMO AUTOR | 24 |
| TOTAL COMO EDITOR | 1 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2011 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2026 |
| ÍNDICE H | 2 |
Guilt and shame across cultures
This research examines how feasibility versus desirability appeals shape purchase intentions in environmental brand activism advertising and when this effect is strengthened by guilt and shame across cultures. Study 1 shows that feasibility appeals increase purchase intentions by enhancing perceived brand activism fit and brand authenticity. Study 2 demonstrates that, in a U.S. context, guilt-primed participants respond more favorably to feasibil…
Introduction to the Special Issue on sustainability in luxury and fashion brand advertising
Sustainability has emerged as a defining tension within contemporary luxury and fashion advertising. Major luxury houses and fashion retailers are increasingly centering sustainability within their
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…
Introduction to the special issue on new developments in digital promotion
Marketing communications are undergoing profound transformations due to disruptive technological and digital advances, including augmented and virtual reality (AR/VR) (Yuan et al. 2021), artificial
The Baby Animal Effect in Wildlife Conservation Advertising
This study examines how baby animal appeals influence wildlife conservation intentions and donation behavior. Participants shown a baby animal demonstrated more empathy and stronger conservation intentions than those shown an adult animal. Furthermore, promotion-focused participants responded with higher conservation intentions and donation amounts after viewing baby (vs. adult) animals, while prevention-focused participants showed no preference.…
Message assertiveness and price discounts
Marketers often use assertive messages to advocate for prosocial causes. Paradoxically, however, assertive messages often provoke reactance. The authors conduct two laboratory experiments to examine whether consumers’ reactions to assertive (vs. non-assertive) messages will vary when they receive price discounts (vs. no discount) at the time they make purchases, with hedonic versus utilitarian purchase intentions as moderators. The results show t…
The mind of the beholder
This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social cla…
Hypocrisy Induction in Advertising
The authors examine hypocrisy induction, a strategy for encouraging ethical behavior by making perpetrators realize that they are violating moral values when they use anonymous online venues to abuse unknown strangers. Two studies show that hypocrisy induction prompts study participants with interdependent self-construals, but not those with independent self-construals, to report favorable responses toward an online campaign for preventing cyberb…
The fatigue illusion
Attitudes that are blindly adopted, termed premature cognitive commitments, can place unnecessary limitations on how we perceive and engage in the world around us, including how we perceive fatigue. Fatigue is still widely treated as a somatic reaction, caused by physical limitations. In contrast to this, our hypothesis, based on Langer’s mind/body unity theory, states that people perceive fatigue at proportional milestones during a task, regardl…
Introduction to the special issue on the future of advertising
Smiling AI agents
Anthropomorphism and construal level theories provide the bases for two studies showing that when nonprofit charity marketers design artificial intelligence (AI) agents to resemble humans and to smile like humans, potential donors feel greater psychological closeness to the agents and are motivated to increase charitable giving. Study 1 demonstrates that participants feel greater psychological closeness and willingness to donate in response to ap…
Comedic violence in advertising
Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the …
Ethical dissonance in environmental advertising
The authors examine how consumers react to online prosocial advertising reminding them that they have violated ethical standards. Findings show that consumers feel ethical dissonance when recognizing that they have made uncivil online comments or have stood by while others did so. To alleviate the discomfort, they are likely to support a subsequent although unrelated environmental campaign. The effect is contingent upon whether the second message…
Temporal and social scarcities
Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or ex…
Slow versus fast
Marketing communications often feature objects that move slowly or rapidly, or images appearing in slow or rapid succession. This article provides a report of results of four studies investigating consumer perceptions and construal arising from the pace of commercials, which then affects consumer decision making. Studies 1 and 2 provide empirical evidence showing that TV commercials featuring slow-moving (fast-moving) objects will prompt high lev…
Leveraged Marketing Communications
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
Charity advertising
Philanthropic appeals are more persuasive if messages match the processing styles of potential donors. To help marketers design more congruent charity appeals, the authors conduct two experiments testing a new type of congruence: political orientations that determine donor reactions to charity appeals for alleviating poverty. Korean student samples are used in a 2 (political orientation: conservatives and liberals) X 2 (causes of need: internal/d…
Introduction to the special issue on leveraged marketing communications
Leveraged marketing communications (LMC) refers to brand-building strategies that are “an intentional pairing of a brand to benefit from the associations the target audience has with the object” (B
Guilt and Shame
The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis using…
When women are dissatisfied
We studied whether or not men and women respond differently to product failure by investigating how the level of satisfaction changes according to the failure severity and the locus of causality. We conducted an experiment with 2 types of failure attribution (company or consumer) and 2 different levels of failure severity (less severe or severe) with 237 participants. Results showed that, when product failure was severe, the women had lower satis…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
Effects of Product Failure Severity and Locus of Causality on Consumers' Brand Evaluation
Although product failure causes both marketers and consumers to incur substantial damage and losses, failures are often very difficult for marketers to control. Building on the defensive attribution literature, we investigated how locus of causality and outcome severity of product failure interactively shape consumers' ( N = 366) brand evaluation. The results showed that after a product failure experience, consumers responded with the least favor…
Closing the Green Gap
We investigated how consumer and message characteristics affect the consistency between message acceptance and purchase intention for green products (viz., green gap). Participants were 231 adults who were approached in various public places in South Korea (e.g., shopping malls). We used 2 mock advertisements with fictitious brand names. Our data showed that participants who were committed to environmentally friendly behaviors, as measured by the…
Structural Pluralism and the Community Context
Several long-standing theories intersect in discussing the impact of community characteristics and of the mass media. The structural pluralism model popularized by Tichenor and his colleagues says that social structure influences how mass media operate in communities because they respond to how power is distributed in the social system, whereas the linear model says that the increasing size of a community's population leads to more social differe…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
Structural Pluralism and the Community Context
Several long-standing theories intersect in discussing the impact of community characteristics and of the mass media. The structural pluralism model popularized by Tichenor and his colleagues says that social structure influences how mass media operate in communities because they respond to how power is distributed in the social system, whereas the linear model says that the increasing size of a community's population leads to more social differe…
Structural Pluralism and the Community Context
Several long-standing theories intersect in discussing the impact of community characteristics and of the mass media. The structural pluralism model popularized by Tichenor and his colleagues says that social structure influences how mass media operate in communities because they respond to how power is distributed in the social system, whereas the linear model says that the increasing size of a community's population leads to more social differe…
Effects of Product Failure Severity and Locus of Causality on Consumers' Brand Evaluation
Although product failure causes both marketers and consumers to incur substantial damage and losses, failures are often very difficult for marketers to control. Building on the defensive attribution literature, we investigated how locus of causality and outcome severity of product failure interactively shape consumers' ( N = 366) brand evaluation. The results showed that after a product failure experience, consumers responded with the least favor…
Closing the Green Gap
We investigated how consumer and message characteristics affect the consistency between message acceptance and purchase intention for green products (viz., green gap). Participants were 231 adults who were approached in various public places in South Korea (e.g., shopping malls). We used 2 mock advertisements with fictitious brand names. Our data showed that participants who were committed to environmentally friendly behaviors, as measured by the…
Guilt and Shame
The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis using…
When women are dissatisfied
We studied whether or not men and women respond differently to product failure by investigating how the level of satisfaction changes according to the failure severity and the locus of causality. We conducted an experiment with 2 types of failure attribution (company or consumer) and 2 different levels of failure severity (less severe or severe) with 237 participants. Results showed that, when product failure was severe, the women had lower satis…
E-WOM messaging on social media
Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs g…
Charity advertising
Philanthropic appeals are more persuasive if messages match the processing styles of potential donors. To help marketers design more congruent charity appeals, the authors conduct two experiments testing a new type of congruence: political orientations that determine donor reactions to charity appeals for alleviating poverty. Korean student samples are used in a 2 (political orientation: conservatives and liberals) X 2 (causes of need: internal/d…
Introduction to the special issue on leveraged marketing communications
Leveraged marketing communications (LMC) refers to brand-building strategies that are “an intentional pairing of a brand to benefit from the associations the target audience has with the object” (B
Comedic violence in advertising
Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the …
Ethical dissonance in environmental advertising
The authors examine how consumers react to online prosocial advertising reminding them that they have violated ethical standards. Findings show that consumers feel ethical dissonance when recognizing that they have made uncivil online comments or have stood by while others did so. To alleviate the discomfort, they are likely to support a subsequent although unrelated environmental campaign. The effect is contingent upon whether the second message…
Temporal and social scarcities
Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or ex…
Slow versus fast
Marketing communications often feature objects that move slowly or rapidly, or images appearing in slow or rapid succession. This article provides a report of results of four studies investigating consumer perceptions and construal arising from the pace of commercials, which then affects consumer decision making. Studies 1 and 2 provide empirical evidence showing that TV commercials featuring slow-moving (fast-moving) objects will prompt high lev…
Leveraged Marketing Communications
Emojis and assertive environmental messages in social media campaigns
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used…
The fatigue illusion
Attitudes that are blindly adopted, termed premature cognitive commitments, can place unnecessary limitations on how we perceive and engage in the world around us, including how we perceive fatigue. Fatigue is still widely treated as a somatic reaction, caused by physical limitations. In contrast to this, our hypothesis, based on Langer’s mind/body unity theory, states that people perceive fatigue at proportional milestones during a task, regardl…
Introduction to the special issue on the future of advertising
Smiling AI agents
Anthropomorphism and construal level theories provide the bases for two studies showing that when nonprofit charity marketers design artificial intelligence (AI) agents to resemble humans and to smile like humans, potential donors feel greater psychological closeness to the agents and are motivated to increase charitable giving. Study 1 demonstrates that participants feel greater psychological closeness and willingness to donate in response to ap…
The mind of the beholder
This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social cla…
Hypocrisy Induction in Advertising
The authors examine hypocrisy induction, a strategy for encouraging ethical behavior by making perpetrators realize that they are violating moral values when they use anonymous online venues to abuse unknown strangers. Two studies show that hypocrisy induction prompts study participants with interdependent self-construals, but not those with independent self-construals, to report favorable responses toward an online campaign for preventing cyberb…
Message assertiveness and price discounts
Marketers often use assertive messages to advocate for prosocial causes. Paradoxically, however, assertive messages often provoke reactance. The authors conduct two laboratory experiments to examine whether consumers’ reactions to assertive (vs. non-assertive) messages will vary when they receive price discounts (vs. no discount) at the time they make purchases, with hedonic versus utilitarian purchase intentions as moderators. The results show t…
Introduction to the special issue on new developments in digital promotion
Marketing communications are undergoing profound transformations due to disruptive technological and digital advances, including augmented and virtual reality (AR/VR) (Yuan et al. 2021), artificial
The Baby Animal Effect in Wildlife Conservation Advertising
This study examines how baby animal appeals influence wildlife conservation intentions and donation behavior. Participants shown a baby animal demonstrated more empathy and stronger conservation intentions than those shown an adult animal. Furthermore, promotion-focused participants responded with higher conservation intentions and donation amounts after viewing baby (vs. adult) animals, while prevention-focused participants showed no preference.…
Guilt and shame across cultures
This research examines how feasibility versus desirability appeals shape purchase intentions in environmental brand activism advertising and when this effect is strengthened by guilt and shame across cultures. Study 1 shows that feasibility appeals increase purchase intentions by enhancing perceived brand activism fit and brand authenticity. Study 2 demonstrates that, in a U.S. context, guilt-primed participants respond more favorably to feasibil…
Introduction to the Special Issue on sustainability in luxury and fashion brand advertising
Sustainability has emerged as a defining tension within contemporary luxury and fashion advertising. Major luxury houses and fashion retailers are increasingly centering sustainability within their
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…
Psychology (18 obras) · Advertising (16 obras) · Business (16 obras) · Social Psychology (15 obras) · Consumer Behavior in Brand Consumption and Identification (14 obras) · Digital Marketing and Social Media (8 obras) · Marketing (7 obras) · Political science (7 obras) · Psychology of Moral and Emotional Judgment (6 obras) · Social Psychology (5 obras)