Sunyee Yoon

PhD, University of Wisconsin-Madison
MA, University of Wisconsin-Madison
BA, Sogang University, South Korea

• Social status and mobility
• Materialism
• Sustainable consumption/animal welfare

• Consumer behavior (Undergraduate, MBA, PhD)

Zhou, Xinyue, Chunqu Xiao, Sunyee Yoon, and Hong Zhu, (2025) “The Color of Status: Color Saturation, Brand Heritage, and Perceived Status of Luxury Brands,” accepted at the Journal of Consumer Research. The first three authors contributed equally. 

Yoon, Sunyee, Danny Kim, and Jeffrey P. Boichuk, (2025) “Animal Welfare Consumption: The Interactive Effect of Power and Animal Anthropomorphism,” Journal of Business Research, 190 (March), 115203.

Kim, Danny JM and Sunyee Yoon (2021) “Guilt of the Meat-Eating Consumer: When Animal Anthropomorphism leads to Healthy Meat Dish Choices,” forthcoming at Journal of Consumer Psychology. Both authors equally contributed.

Yoon, Sunyee and Hyeongmin (Christian) Kim (2018) “Feeling Economically Stuck: The Effect of Perceived Economic Mobility and Socioeconomic Status on Variety Seeking,” Journal of Consumer Research, 44(5), 1141-1156.

Yoon, Sunyee and Hyeongmin (Christian) Kim (2016) “Keeping the American Dream Alive: The Interactive Effect of Perceived Economic Mobility and Materialism on Impulsive Spending,” Journal of Marketing Research, 52 (5), 759-772.

Dholakia, Utpal, Leona Tam, Sunyee Yoon, and Nancy Wong (2016) “The Ant and the Grasshopper: Understanding Personal Saving Orientation,” Journal of Consumer Research, 43 (1), 134-155.

• Editorial Review Board at Journal of Consumer Psychology, 2024-present
• Editorial Board Member of the Asia Marketing Journal, April 1, 2021–present

• Summer Impact Fund, School of Management, University at Buffalo, 2023-2024
• Dean’s Faculty Summer Fellowship, School of Management, University at Buffalo, 2024-2026
• Faculty Mentor of the Year, Undergraduate Poster Competition, School of Management, University at Buffalo, Spring 2023
• Jane Hampton Ausman Teaching Fellowship Award, University of Wisconsin-Madison, 2013, 2014
• Schurch-Thompson Competitive Research Award, University of Wisconsin-Madison, 2014
• Zillman, Steenbock, and Viola Baker Competitive Research Scholarship Award, University of Wisconsin-Madison, 2012

• American Marketing Association
• Association for Consumer Research
• Society for Consumer Psychology

• Marketing Research and Communication, AmorePacific (South Korea), 2005-2009