All Stories

  1. Divergent Effects of Friend Recommendations on Disclosed Social Media Advertising in the United States and Korea

    Article • Journal of Advertising, September 2019, Taylor & Francis

    Sukki Yoon

  2. Text versus pictures in advertising: effects of psychological distance and product type

    Article • International Journal of Advertising, May 2019, Taylor & Francis

    Sukki Yoon, Yeonshin Kim

  3. Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

    Article • Journal of Promotion Management, March 2019, Taylor & Francis

    Sukki Yoon, Sujin Kim

  4. Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects

    Article • Journal of Advertising, March 2019, Taylor & Francis

    Sukki Yoon

  5. Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance

    Article • Journal of Global Sport Management, February 2019, Taylor & Francis

    Sukki Yoon

  6. The effects of eWOM volume and valence on product sales – an empirical examination of the movie industry

    Article • International Journal of Advertising, November 2018, Taylor & Francis

    Sukki Yoon

  7. Social marketing communication messages

    Article • Journal of Social Marketing, January 2015, Emerald

    Sukki Yoon

  8. Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value

    Article • Journal of Business Research, October 2014, Elsevier

    Sukki Yoon

  9. Conceptualizing Communication Capital for a Changing Environment

    Article • Communication Quarterly, November 2013, Taylor & Francis

    Sukki Yoon

  10. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type

    Article • Journal of Business Research, August 2013, Elsevier

    Sukki Yoon

  11. Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

    Article • Psychology and Marketing, June 2013, Wiley

    Sukki Yoon

  12. Uncovering hidden profiles: advocacy in team decision making

    Article • Management Decision, March 2013, Emerald

    Michael Roberto, Sukki Yoon

  13. Structural Pluralism and the Community Context: How and When Does the Environment Matter?

    Article • Mass Communication & Society, November 2011, Taylor & Francis

    Sukki Yoon

  14. When Intrusive Can Be Likable

    Article • Journal of Advertising, July 2011, Taylor & Francis

    Sukki Yoon

  15. “No More” leads to “Want More,” but “No Less” leads to “Want Less”: Consumers' counterfactual thinking when faced with quantity restriction discounts

    Article • Journal of Consumer Behaviour, March 2011, Wiley

    Sukki Yoon

  16. The role of goal-recipient compatibility on the persuasiveness of sustainable marketing messages

    Article • January 2011, American Psychological Association (APA)

    Sukki Yoon

  17. Feeling happier when paying more: Dysfunctional counterfactual thinking in consumer affect

    Article • Psychology and Marketing, December 2010, Wiley

    Sukki Yoon

  18. “Fish out of water”: understanding decision‐making and coping strategies of English as second language consumers through a situational literacy perspective

    Article • Journal of Consumer Marketing, September 2010, Emerald

    Sukki Yoon

  19. Advertising Creativity in Korea

    Article • Journal of Advertising, July 2010, Taylor & Francis

    Sukki Yoon

  20. Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

    Article • January 2010, American Psychological Association (APA)

    Sukki Yoon

  21. Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner's Joy in Online Bidding?

    Article • January 2010, American Psychological Association (APA)

    Sukki Yoon

  22. On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy

    Article • Advertising & Society Review, January 2006, Project Muse

    Sukki Yoon