All Stories

  1. Reevaluating R²med as an effect size measure for indirect effects.

    Article • Psychological Methods, July 2025, American Psychological Association (APA)

    Professor Youjae Yi

  2. Comments on the measurement of effect sizes for indirect effects in Bayesian analysis of variance.

    Article • Psychological Methods, October 2024, American Psychological Association (APA)

    Professor Youjae Yi

  3. A review of customer citizenship behaviors in the service context

    Article • Service Industries Journal, October 2019, Taylor & Francis

    Dr. Taeshik Gong, Professor Youjae Yi

  4. Altruistic indulgence: people voluntarily consume high-calorie foods to make other people feel comfortable and pleasant

    Article • Social Influence, November 2018, Taylor & Francis

    Professor Youjae Yi

  5. Heterogeneous dimensions of SERVQUAL

    Article • Total Quality Management & Business Excellence, October 2018, Taylor & Francis

    Professor Youjae Yi

  6. Overcoming the Cause Marketing Paradox : The Effect of Nostalgia on Charitable Giving and Happiness

    Article • ASIA MARKETING JOURNAL, October 2017, Korean Marketing Association

    Professor Youjae Yi

  7. Measures of service quality

    Article • Service Industries Journal, September 2017, Taylor & Francis

    Professor Youjae Yi

  8. Dark side of receiving help from other customers

    Article • Journal of Service Management, August 2017, Emerald

    Professor Youjae Yi

  9. Effect of social exclusion on product choice

    Article • European Journal of Marketing, May 2017, Emerald

    Professor Youjae Yi

  10. Free gift reduces product return

    Article • Psychology and Marketing, February 2017, Wiley

    Professor Youjae Yi

  11. Social exclusion and cultural norms

    Article • Journal of Consumer Psychology, January 2017, Wiley

    Professor Youjae Yi

  12. A Critical Review and Future Research Directions on Service Quality, Customer Satisfaction, Customer Loyalty, and Loyalty Program

    Article • korean management review, December 2016, Korean Academic Society of Business Administration

    Professor Youjae Yi

  13. Performance-only measures vs. performance-expectation measures of service quality

    Article • Service Industries Journal, December 2016, Taylor & Francis

    Professor Youjae Yi

  14. Customer help during self-service technology failure

    Article • Service Business, October 2016, Springer Science + Business Media

    Professor Youjae Yi

  15. Co-creation of background music: A key to innovating coffee shop management

    Article • International Journal of Hospitality Management, September 2016, Elsevier

    Professor Youjae Yi

  16. Give a Man a Fish or Teach Him to Fish

    Article • ASIA MARKETING JOURNAL, July 2016, Korean Marketing Association

    Professor Youjae Yi

  17. The effects of impression management on consumers’ coupon redemption and underlying mechanisms.

    Article • Psychology and Marketing, June 2016, Wiley

    Professor Youjae Yi

  18. Consumers’ pre-launch awareness and preference on movie sales

    Article • European Journal of Marketing, May 2016, Emerald

    Dr Sangkil Moon, Professor Youjae Yi

  19. The Role of Cultural Communication Norms in Social Exclusion Effects

    Article • SSRN Electronic Journal, January 2016, Elsevier

    Professor Youjae Yi

  20. Customer participation in corporate social responsibility programs

    Article • Cornell Hospitality Quarterly, December 2015, SAGE Publications

    Professor Richard P Bagozzi, Professor Youjae Yi

  21. A Critical Review of Customer Satisfaction, Customer Loyalty, Relationship Marketing, and Customer Relationship Management

    Article • Korean Journal of Marketing, February 2015, Korean Marketing Association

    Professor Youjae Yi

  22. Antecedents Of Behavior Change

    Article • January 2015, Springer Science + Business Media

    Professor Youjae Yi

  23. Recent Research on Service Marketing: A Critical Review and Future Priorities

    Article • Korean Journal of Marketing, December 2014, Korean Marketing Association

    Professor Youjae Yi

  24. Multiple Comparison and Cross-Validation in Evaluating Structural Equation Models

    Article • November 2014, Springer Science + Business Media

    Professor Youjae Yi

  25. Local consumers’ reception of imported and domestic movies in the Korean movie market

    Article • Journal of Cultural Economics, January 2014, Springer Science + Business Media

    Professor Youjae Yi

  26. Helping Employees Deal With Dysfunctional Customers

    Article • Journal of Service Research, September 2013, SAGE Publications

    Professor Youjae Yi

  27. Customer value co-creation behavior: Scale development and validation

    Article • Journal of Business Research, September 2013, Elsevier

    Professor Youjae Yi

  28. Segregation vs aggregation in the loyalty program: the role of perceived uncertainty

    Article • European Journal of Marketing, July 2013, Emerald

    Professor Youjae Yi

  29. The Impact of Other Customers on Customer Citizenship Behavior

    Article • Psychology and Marketing, February 2013, Wiley

    Professor Youjae Yi

  30. Do Consumption Goals Matter? The Effects of Online Loyalty Programs in the Satisfaction-Loyalty Relation

    Article • Psychology and Marketing, July 2012, Wiley

    Professor Youjae Yi

  31. Use of structural equation models

    Article • Journal of the Academy of Marketing Science, August 2011, Springer Science + Business Media

    Professor Richard P Bagozzi, Professor Youjae Yi

  32. The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions

    Article • Psychology and Marketing, August 2011, Wiley

    Professor Youjae Yi

  33. Customer Citizenship Behavior Measure

    Article • January 2011, American Psychological Association (APA)

    Professor Youjae Yi

  34. Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention

    Article • Journal of Business Research, January 2011, Elsevier

    Professor Youjae Yi

  35. Terror Management Theory in Dermatology: Skin Biopsy Influences Patient Compliance

    Article • Acta Dermato Venereologica, January 2010, Acta Dermato-Venereologica

    Professor Youjae Yi

  36. An integrated model of customer social exchange relationship: the moderating role of customer experience

    Article • Service Industries Journal, November 2009, Taylor & Francis

    Professor Youjae Yi

  37. If employees “go the extra mile,” do customers reciprocate with similar behavior?

    Article • Psychology and Marketing, October 2008, Wiley

    Professor Youjae Yi

  38. The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior

    Article • Industrial Marketing Management, October 2008, Elsevier

    Professor Youjae Yi

  39. The electronic service quality model: The moderating effect of customer self-efficacy

    Article • Psychology and Marketing, January 2008, Wiley

    Professor Youjae Yi

  40. Variety‐Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes

    Article • Journal of Consumer Research, March 2006, Oxford University Press (OUP)

    Professor Youjae Yi

  41. When Brand Attitudes Affect the Customer Satisfaction‐Loyalty Relation: The Moderating Role of Product Involvement

    Article • Journal of Consumer Psychology, January 2006, Wiley

    Professor Youjae Yi

  42. What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty

    Article • Psychology and Marketing, January 2004, Wiley

    Professor Youjae Yi

  43. The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction

    Article • Service Industries Journal, November 2003, Taylor & Francis

    Professor Youjae Yi

  44. Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty

    Article • Journal of the Academy of Marketing Science, June 2003, Springer Science + Business Media

    Professor Youjae Yi

  45. The Role of Culture and Gender in the Relationship between Positive and Negative Affect

    Article • Cognition & Emotion, October 1999, Taylor & Francis

    Professor Richard P Bagozzi, Professor Youjae Yi

  46. Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs

    Article • Journal of Econometrics, November 1998, Elsevier

    Professor Richard P Bagozzi, Professor Youjae Yi

  47. Marketing in East Asia: A cross-cultural perspective

    Article • Psychology and Marketing, September 1998, Wiley

    Professor Youjae Yi

  48. Revisiting attribute diagnosticity in the context of product typicality

    Article • Psychology and Marketing, September 1996, Wiley

    Professor Youjae Yi

  49. Revisiting attribute diagnosticity in the context of product typicality

    Article • Psychology and Marketing, September 1996, Wiley

    Professor Youjae Yi

  50. International Advertising Strategies by NIC Multinationals: The Case of a Korean Firm

    Article • International Journal of Advertising, January 1994, Taylor & Francis

    Professor Youjae Yi

  51. Multitrait-Multimethod Matrices in Consumer Research

    Article • Journal of Consumer Psychology, April 1993, Wiley

    Professor Richard P Bagozzi, Professor Youjae Yi

  52. Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge

    Article • Journal of Advertising, March 1993, Taylor & Francis

    Professor Youjae Yi

  53. Multitrait–multimethod matrices in consumer research: Critique and new developments

    Article • Journal of Consumer Psychology, January 1993, Wiley

    Professor Richard P Bagozzi, Professor Youjae Yi

  54. Testing Hypotheses About Methods, Traits, and Communalities in the Direct-Product Model

    Article • Applied Psychological Measurement, December 1992, SAGE Publications

    Professor Richard P Bagozzi, Professor Youjae Yi

  55. Appraisal processes in the enactment of intentions to use coupons

    Article • Psychology and Marketing, November 1992, Wiley

    Professor Richard P Bagozzi, Professor Youjae Yi

  56. A Cross-National Comparison of Country-of-Origin Effects on Product Evaluations

    Article • Journal of International Consumer Marketing, September 1992, Taylor & Francis

    Professor Youjae Yi

  57. State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage

    Article • Journal of Consumer Research, March 1992, Oxford University Press (OUP)

    Professor Richard P Bagozzi, Professor Youjae Yi

  58. Assumptions of the Two-Step Approach

    Article • Sociological Methods & Research, February 1992, SAGE Publications

    Professor Youjae Yi

  59. Assumptions of the Two-Step Approach to Latent Variable Modeling

    Article • Sociological Methods & Research, February 1992, SAGE Publications

    Professor Youjae Yi

  60. Assessing Construct Validity in Organizational Research

    Article • Administrative Science Quarterly, September 1991, JSTOR

    Professor Richard P Bagozzi, Professor Youjae Yi

  61. Direct regression, reverse regression, and covariance structure analysis

    Article • Marketing Letters, August 1991, Springer Science + Business Media

    Professor Youjae Yi

  62. Direct regression, reverse regression, and covariance structure analysis

    Article • Marketing Letters, August 1991, Springer Science + Business Media

    Professor Youjae Yi

  63. On the use of structural equation models in experimental designs: Two extensions

    Article • International Journal of Research in Marketing, June 1991, Elsevier

    Professor Richard P Bagozzi, Professor Youjae Yi

  64. Multitrait-Multimethod Matrices in Consumer Research

    Article • Journal of Consumer Research, March 1991, Oxford University Press (OUP)

    Professor Richard P Bagozzi, Professor Youjae Yi

  65. The indirect effects of advertisements designed to change product attribute beliefs

    Article • Psychology and Marketing, December 1990, Wiley

    Professor Youjae Yi

  66. The Effects of Contextual Priming in Print Advertisements

    Article • Journal of Consumer Research, September 1990, Oxford University Press (OUP)

    Professor Youjae Yi

  67. Direct and indirect approaches to advertising persuasion

    Article • Journal of Business Research, June 1990, Elsevier

    Professor Youjae Yi

  68. Cognitive and Affective Priming Effects of the Context for Print Advertisements

    Article • Journal of Advertising, June 1990, Taylor & Francis

    Professor Youjae Yi

  69. Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions at work.

    Article • Journal of Applied Psychology, January 1990, American Psychological Association (APA)

    Professor Richard P Bagozzi, Professor Youjae Yi

  70. The level of effort required for behaviour as a moderator of the attitude-behaviour relation

    Article • European Journal of Social Psychology, January 1990, Wiley

    Professor Richard P Bagozzi, Professor Youjae Yi

  71. Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions at work.

    Article • Journal of Applied Psychology, January 1990, American Psychological Association (APA)

    Professor Youjae Yi

  72. The Degree of Intention Formation as a Moderator of the Attitude-Behavior Relationship

    Article • Social Psychology Quarterly, December 1989, SAGE Publications

    Professor Richard P Bagozzi, Professor Youjae Yi

  73. An investigation of the structure of expectancy-value attitude and its implications

    Article • International Journal of Research in Marketing, December 1989, Elsevier

    Professor Youjae Yi

  74. Rejoinder to: An investigation of the structure of expectancy-value attitude and its implications

    Article • International Journal of Research in Marketing, December 1989, Elsevier

    Professor Youjae Yi

  75. On the Use of Structural Equation Models in Experimental Designs

    Article • Journal of Marketing Research, August 1989, JSTOR

    Professor Richard P Bagozzi, Professor Youjae Yi

  76. An investigation into the role of intentions as mediators of the attitude-behavior relationship

    Article • Journal of Economic Psychology, March 1989, Elsevier

    Professor Richard P Bagozzi, Professor Youjae Yi

  77. On the evaluation of structural equation models

    Article • Journal of the Academy of Marketing Science, March 1988, Springer Science + Business Media

    Professor Richard P Bagozzi, Professor Youjae Yi

  78. On the Evaluation of Structural Equation Models

    Article • Journal of the Academy of Marketing Science, January 1988, Springer Science + Business Media

    Professor Youjae Yi