Sunyee Yoon

Associate Professor
Marketing

Education

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

Vita

Research

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

Teaching

  • Consumer behavior (Undergraduate, MBA, PhD)

Selected Publications

Yoon, Sunyee, Danny J.M. Kim, and Jeffrey P. Boichuk, "Preference for Animal Welfare Products: The Effect of Power and Animal Anthropomorphism," forthcoming at Journal of Business Research.

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 Appointments

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

Awards, Grants and Honors

  • 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

Professional Affiliations

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

Industry Experience

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