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,” Journal of Consumer Research, ucaf029

Kim, Danny JM, Sunyee Yoon, Jeffrey P. Boichuck, (2025) “Contagion of Inequality: How Perceiving Income Inequality Deters Animal Welfare Consumption,” Psychology & Marketing

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