معرفی
Sunyee Yoon is an Associate Professor in the Department of Marketing at the University at Buffalo's School of Management. She holds a PhD and MA in Marketing from the University of Wisconsin-Madison and a BA from Sogang University, South Korea. Her industry background includes marketing research at AmorePacific (2005–2009).
Her research examines the psychological drivers of consumer behavior, with emphasis on:
- Social status and economic mobility: How perceptions of inequality influence spending and saving habits.
- Materialism and impulsive consumption: The role of economic optimism in financial decisions.
- Sustainable/ethical consumption: Animal welfare product adoption, anthropomorphism, and power dynamics.
Recent publications (2021–2025) cluster around luxury branding, income inequality, and ethical dilemmas in consumption. She employs experimental methods to explore how visual cues (e.g., color saturation) and social narratives shape consumer choices.
Awards & Grants:
- Summer Impact Fund (2023–2024)
- Dean’s Faculty Summer Fellowship (2024–2026)
- Faculty Mentor of the Year (2023)
- Teaching/Research Awards from UW-Madison (2012–2014)
She teaches consumer behavior across undergraduate, MBA, and PhD programs and mentors through the Behavioral Research Lab. Professional affiliations include the Association for Consumer Research and the American Marketing Association.
