Sunghwan Yi

Professor Sunghwan Yi is a full professor at the Department of Marketing and Consumer Studies, University of Guelph. His research focuses on addictive consumption behaviors (e.g., compulsive buying, gambling) and strategies to promote health/sustainable food choices through nudging. He holds a Ph.D. from Pennsylvania State University and academic degrees from Seoul National University.

Education:

• Ph.D., Pennsylvania State University
• MBA, Seoul National University, Korea
• BBA, Seoul National University, Korea

Research Interests:

• Compulsive buying and self-control failures in gambling
• Nudging strategies to increase fruit/vegetable consumption in institutional settings
• Environmental impacts of sustainable food systems
• Affective motives behind excessive consumption behaviors

Grants & Advising:

• Primary investigator of SSHRC grants on food sustainability and compulsive buying
• Completed projects on gambling self-regulation and vegetable consumption
• Open to advising MSc/PhD students in consumer behavior

Labs/Teams: Collaborates with environmental science, public health, and clinical psychology researchers to design behavior change interventions in food systems and addictive behaviors.