Our program, ranked No. 3 in the U.S. by College Factual, offers a path to a creative, dynamic, and exciting career that influences the flow of goods, services, and ideas between producers and consumers or organizations. Our students learn how to keep an organization responsive to its environments, while managing growth and meeting needs of a multitude of publics.


Department Faculty

Adjunct Professors

  • Debra B. Izzo
  • Mehreen Pasha
  • Shawn P. Scott
Yoon, Sukki

Sukki Yoon

Professor, Marketing
Faculty Suite K, Room 210

Ph D, University of Illinois at Urbana-Champaign
MA, Michigan State University
BA, Konkuk University

Marketing Communications, Advertising, Consumer Behavior, Marketing Research.

Branding, Integrated Marketing Communication, Consumer Psychology, International Advertising, Digital Marketing, Social Marketing.

  • American Academy of Advertising
  • American Marketing Association
  • Association for Consumer Research
  • Society for Consumer Psychology
  • 2018, Emerald Literati Network Award for Excellence, Highly Commended Paper
  • 2017, Merit Award
  • 2016, 2016 GMC Best Conference Paper Award
  • 2016, Emerald Literati Network Award for Excellence
  • 2015, Excellence in Research and Publication Award
  • 2015, Merit Award
  • 2015, Best Conference Paper Award
  • 2014, Advanced Applied Analytics Grant
  • 2013, Merit Award
  • 2011, Gallup Korea Research Award, Best Paper (1st Place) in research methods
  • 2011, Merit Award
  • 2009, AEF Visiting Professorship
  • 2006, Faculty Research Development Grant, $14,960,
  • 2006, KOBACO Research Grant with Han S., $33,119

Kim, Y., Baek, T., Yoon, S., Effort Investment in Persuasiveness: A Comparative Study of Environmental Advertising in the United States and Korea, International Journal of Advertising, 2016.

Kim, Y., Hyun, H., Oh, S., Yoon, S., Closing the “Green Gap”: How Consumers’ Environmental Commitment and Advertising Believability Strengthen the Relationship between Message Acceptance and Purchase Intention, Social Behavior and Personality, 2016.

Seo, J., Vangelova, M., Yoon, S., Shopping Plans, Buying Motivations, and Return Policies: Impacts on Product Returns and Purchase Likelihood, Marketing Letters, 2016.

Baek, T., Kim, S., Yoon, S., When Environmental Messages Should Be Assertive: Examining the Moderating Role of Effort Investment, International Journal of Advertising, 2015.

Choi, Y., Taylor, C. R., Yoon, S., How Character Presence in Advergames Affects Brand Attitude and Game Performance: A Cross-Cultural Comparison, Journal of Consumer Behavior, 2015.

Long, C., Friedman, M., Yoon, S., How Lonely Consumers Relate to Brands: Insights from Psychological and Marketing Research, Routledge, 2015.

Oh, S., Song, S., Kim, K., Kim, Y., Yoon, S., Higher Quality or Lower Price? How Value-Increasing Promotions Affect Retailer Reputation via Perceived Value, Journal of Business Research, 2014.

Yoon, S., Counterfactual Thinking and Its Consequences: Implications for Advertising Research, Journal of Advertising and Promotion Research, 2014.

Jeffres, L., Jian, G., Yoon, S., Conceptualizing Communication Capital for Civic Engagement, Communication Quarterly, 2013.

Waddell, B., Roberto, M., Yoon, S., Uncovering Hidden Profiles: Advocacy in Team Decision Making, Management Decision, 2013.

Yoon, S., Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention, Psychology & Marketing, 2013.

Choi, Y., Song, S., Yoon, S., When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers, Journal of Advertising, 2011.

Jeffres, L., Horowitz, E., Bracken, C., Jian, G., Neuendorf, K. A., Yoon, S., Structural Pluralism and the Community Context: How and When Does the Environment Matter? , Mass Communication & Society, 2011.

Jeffres, L., Jian, G., Horowitz, E., Bracken, C., Yoon, S., Stages of Life: Values, Communication, and Civic Engagement, Journal of Media Sociology, 2011.

Vargas, P. T., Yoon, S., “No More” Leads to “Want More,” but “No Less” Leads to “Want Less”: Counterfactual Thinking When Faced with Point-of-Purchase Discounts, Journal of Consumer Behavior, 2011.

Kim, B., Han, S., Yoon, S., Advertising Creativity in Korea: Scale Development and Validation, Journal of Advertising, 2010.

Lee, S., Choi, Y., Yoon, S., Different Routes to Judgment Formation, Communicative Business, 2010.

Vargas, P. T., Yoon, S., Feeling Happier When Paying More: Dysfunctional Counterfactual Thinking in Consumer Affect, Psychology & Marketing, 2010.

Viswanathan, M., Torelli, C., Hila, R., Yoon, S., “Fish out of Water”: Understanding Decision Making and Coping Strategies as Second Language Consumers through A Situational Literacy Perspective, Journal of Consumer Marketing, 2010.

Choi, Y., Kim, H., Yoon, S., Investigating Third-Person Effects in Advertising Message Endorsement: A Cross-Cultural Comparison between South Korean and U.S. Consumers, The Journal of Image and Cultural Contents, 2009.

Han, S., Yoon, S., Trends in International Advertising Research: Content Analysis of Major Advertising Journals from 1960 to 2005, Korea Journalism Review, 2008.

Vargas, P. T., Yoon, S., On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy (Reprinted), New Therapist, 2007.

Han, S., Yoon, S., The Impact of Korea-US Free Trade Agreement on the Korean Advertising Industry, Korea Broadcasting Advertising Corp , 2006.

Vargas, P. T., Yoon, S., A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise among Individualists and Collectivists, Erlbaum, 2006.

Vargas, P. T., Yoon, S., On the Psychology of Materialism: Wanting Things, Having Things, and Being Happy, Advertising and Society Review, 2006.

Han, S., Yoon, S., Country-of-Origin as a Stereotype: An Empirical Test of Korean International Advertising in U.S.A., Korean Journal of Advertising, 2005.

Vargas, P. T., Yoon, S., Advertising Psychology, Elsevier/ Academic Press, 2005.

Vargas, P. T., Yoon, S., When “What Might Have Been” Leads to What Isn’t Best: Dysfunctional Counterfactual Thinking in Consumer Affect and Cognition, Erlbaum, 2005.

Vargas, P. T., Han, S., Yoon, S., Implicit Attitude Measurement as an Alternative Approach to Assessing Advertising Effects: Do Self-Report Measures Predict Spontaneous Behavior? , Korean Journal of Advertising, 2004.

Zdravkovic, S., Yoon, S., Yoon, H., Cross-cultural perceptions of comedic violence in advertising between the U.S., Korea, and Croatia: A cultural third-person effect, European Journal of Marketing.

Choi, Y., Seo, Y., Wagner, U., Yoon, S., Matching Luxury Brand Appeals with Attitude Functions on Social Media across Cultures, Journal of Business Research, 2018.

Kim, K., Gravier, M., Yoon, S., Oh, S., Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding?, European Journal of Marketing, 2018.

Kim, K., Yoon, S., Choi, Y., The Effects of eWOM Volume and Valence on Product Sales — An empirical Examination of the Movie Industry, International Journal of Advertising, 2018.

Lee, Y., Yoon, S., Chun, S., Park, C., Kim, K., How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns, Asian Journal of Communication, 2018.

Lee, Y., Yoon, S., Lee, Y., Royne, M., How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising, 2018.

McKay-Nesbitt, J., Ryan, C., Yoon, S., College students' online purchase attitudes and intentions: Gender, product type, and risk, International Journal of Electronic Marketing and Retailing, 2018.

Oh, S., Yoon, S., Vargas, P. T., Oh, S., In-Depth” Incidental Exposure: How Processing Difficulty and Processing Style Affect Evaluations of Transparent Overlay Images, European Journal of Marketing, 2018.

Seo, Y., Li, X., Choi, Y., Yoon, S., Narrative Engagement in Viral Advertising: Social Ties, ‘Likes’, and Advertising Disclosure, 2018.

Yoon, S., Augment Yourself through Virtual Mirror: The Impact of Self-Viewing and Narcissism on Consumer Responses, International Journal of Advertising, 2018.

Yoon, S., Kim, K., Beltis, A., Logan, J., Subramanian, G., Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance, Journal of Global Sport Management, 2018.

Zollo, L., Yoon, S., Rialti, R., Ciappei, C., Ethical Consumption and Consumers’ Decision Making: The Role of Moral Intuition, Management Decision, 2018.

Baek, T., Yoon, S., Guilt and Shame: Environmental Message Framing Effects, Journal of Advertising, 2017.

Choi, Y., Seo, Y., Yoon, S., E-WOM Messaging on Social Media: Social Ties, Temporal Distance, and Message Concreteness, Internet Research, 2017.

Kim, Y., Baek, T., Yoon, S., Oh, S., Choi, Y., Assertive Environmental Advertising and Reactance: Differences between Koreans and Americans, Journal of Advertising, 2017.

Song, S., Sheinin, S., Yoon, S., When Women Are Dissatisfied: Gender Differences in Product Failure Attribution, Social Behavior and Personality, 2017.

Yoon, S., Oh, S., Social and Environmental Issues in Advertising, 2017.

Oh, S., Yoon, S., Introduction to Special Issue on Social and Environmental Issues in Advertising, International Journal of Advertising, 2016.

Song, S., Sheinin, D., Yoon, S., Effects of Product Failure Severity and Locus of Causality on Consumers’ Brand Evaluation, Social Behavior and Personality, 2016.

McKay-Nesbitt, J., Yoon, S., Social marketing communication messages: How congruence between source and content influences physical activity attitudes, Journal of Social Marketing, 2015.

Yoon, S., Oh, S., Song, S., Kim, K., Kim, Y., Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value, Journal of Business Research, 2014.

Choi, Y., Lacey, H., Yoon, S., Online Game Characters’ Influence on Brand Trust: Self-Disclosure, Group Membership, and Product Type, Journal of Business Research, 2013.

McKay-Nesbitt, J., Yoon, S., Source effects on health marketing messages, Marketing and Public Policy Annual Conference Proceedings, 2012.