Carolyn Yoon

Carolyn Yoon

  • Professor of Marketing

Contact Information

Phone
(734) 764-6355
Fax
(734) 936-8716
Email
Room
R5374
Research

Carolyn Yoon's research interests are in consumer neuroscience, decision neuroscience, cultural neuroscience, cognitive aging in consumer contexts, implicit memory for consumer information and cross-cultural differences in memory and cognition.

Featured Books

The Aging Consumer: Perspectives from Psychology and Economics

The Aging Consumer: Perspectives from Psychology and Economics
Carolyn Yoon, Aimee Drolet, Norbert Schwarz

At present, about 45 million Americans are over the age of 65, and by 2020, one out of every six Americans will be 65 or older. These statistics are reflective of a worldwide phenomenon in developing and developed countries alike unrivalled since the Industrial Revolution.

This edited volume, written by experts in many fields, examines the economic and psychological research on how aging consumers behave, make decisions, and choose in the...

Consumer Neuroscience: Advances in Understanding Consumer Psychology

Authors
Karmarkar, Uma and Carolyn Yoon
Published Date
2016

Source

Current Opinion in Psychology: Consumer Behavior
Volume: 
10
Issue: 
Aug
Pages: 
160-165

Dopamine-System Genes and Cultural Acquisition: The Norm Sensitivity Hypothesis

Authors
Kitayama, Shinobu, Anthony King, Ming Hsu, Israel Liberzon, and Carolyn Yoon
Published Date
2016

Source

Current Opinion in Psychology: Culture
Volume: 
8
Issue: 
April
Pages: 
167-174

Consumer Neuroscience: Applications, Challenges, and Possible Solutions

Authors
Plassmann, Hilke, Vinod Venkatraman, Scott Huettel, and Carolyn Yoon
Published Date
2015

Source

Journal of Marketing Research
Volume: 
52
Issue: 
4
Pages: 
427-435

Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing

Authors
Camerer, Colin and Carolyn Yoon
Published Date
2015

Source

Journal of Marketing Research
Volume: 
52
Issue: 
4
Pages: 
423-426

Marketers Should Pay Attention to fMRI

Authors
Karmarker, Uma, Carolyn Yoon, and Hilke Plassmann
Published Date
11/2015

Source

Harvard Business Review
Volume: 
2015
Issue: 
Nov
Pages: 
1-3

The Neuroscience of Consumer Choice

Authors
Hsu, Ming and Carolyn Yoon
Published Date
2015

Source

Current Opinion in Behavioral Sciences
Volume: 
8
Issue: 
Oct
Pages: 
116-121

Advancing Consumer Neuroscience

Authors
Smidts Ale, Hsu Ming, Sanfey Alan G.....Yoon Carolyn
Published Date
2014

Source

Marketing Letters
Volume: 
25
Issue: 
3
Pages: 
257-267

Age Differences in Medial Prefrontal Activity for Subsequent Memory of Truth Value

Authors
Cassidy, Cassidy Brittany S., Hedden Trey, Yoon Carolyn, Gutchess Angela H.
Published Date
2014

Source

Frontiers in Psychology, Section on Emotion Science
Volume: 
5
Issue: 
87
Pages: 
1-10

Consumer Participation in the Design and Realization Stages of Production: How Self-Production Shapes Consumer Evaluations and Relationships to Products

Authors
Atakan, Sinem, Richard P. Bagozzi
Published Date
2014

Source

International Journal of Research in Marketing
Volume: 
31
Issue: 
4
Pages: 
395-408

Make it Your Own: How Process Valence and Self-Construal Affect Evaluation of Self-Made Products

Authors
Atakan Sinem, Bagozzi Richard P., Yoon Carolyn
Published Date
2014

Source

Psychology and Marketing
Volume: 
31
Issue: 
6
Pages: 
451-468

The Dopamine Receptor Gene (DRD4) Moderates Cultural Difference in Independent versus Interdependent Social Orientation

Authors
Kitayama Shinobu, King Anthony, Yoon Carolyn, Tompson Steve, Huff Sarah, Liberzon Israel
Published Date
2014

Source

Psychological Science
Volume: 
25
Issue: 
6
Pages: 
1169-1177

One Without the Other: Seeing Relationships in Everyday Objects

Authors
Mourey James A., Oyserman Daphna, Yoon Carolyn
Published Date
12/2013

Source

Psychological Science
Volume: 
24
Issue: 
9
Pages: 
1615-1622
Authors
Huff Sarah, Yoon Carolyn, Lee Fiona, Mandadi Alekhya, Gutchess Angela H.
Published Date
06/2013

Source

Culture and Brain
Volume: 
1
Issue: 
1
Pages: 
16-33

Age-related Neural Differences in Affiliation and Isolation

Authors
Janelle N. Beadle, Carolyn Yoon, Angela H. Gutchess
Published Date
2012

Source

Cognitive, Affective & Behavioral Neuroscience
Volume: 
12
Issue: 
2
Pages: 
269-279

Decision Neuroscience and Consumer Decision Making

Authors
Carolyn Yoon, Richard Gonzalez, et al.
Published Date
2012

Source

Marketing Letters
Volume: 
23
Issue: 
2
Pages: 
473-485
Authors
Reimann, M., Alan J. Malter, ...Carolyn Yoon, and Chen-Bo Zhong
Published Date
2012

Source

Journal of Neuroscience, Psychology, and Economics
Volume: 
5
Issue: 
2
Pages: 
104-123

Integrating Neurophysiological and Psychological Approaches: Towards an Advancement of Brand Insights

Authors
Carolyn Yoon, Baba Shiv
Published Date
2012

Source

Journal of Consumer Psychology
Volume: 
22
Issue: 
1
Pages: 
3-6

Aging and Consumer Decision Making

Authors
Stephanie Carpenter, Carolyn Yoon
Published Date
2011

Source

Annals of the New York Academy of Sciences
Volume: 
1235
Issue: 
0
Pages: 
E1-E12

A Sales Force-Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging

Authors
Roeland C. Dietvorst, Willem J.M.I. Verbeke, Richard P. Bagozzi, Carolyn Yoon, Marion Smits, and Aad van der Lugt
Published Date
2009

Source

Journal of Marketing Research
Volume: 
46
Issue: 
5
Pages: 
653-668

An Integration of Perspectives on Aging and Consumer Decision Making

Authors
Catherine A. Cole, Michelle Lee, Carolyn Yoon
Published Date
2009

Source

Journal of Consumer Psychology
Volume: 
19
Issue: 
1
Pages: 
35-37

Consumer Decision Making and Aging: Current Knowledge and Future Directions

Authors
Carolyn Yoon, Catherine A. Cole, Michelle Lee
Published Date
2009

Source

Journal of Consumer Psychology
Volume: 
19
Issue: 
1
Pages: 
2-16

Using fMRI to Inform Marketing Research: Challenges and Opportunities

Authors
Carolyn Yoon, Richard Gonzalez, James R. Bettman
Published Date
2009

Source

Journal of Marketing Research
Volume: 
46
Issue: 
1
Pages: 
17-19

Advances in Consumer Research Volume 43

Authors
Diehl, Kristin and Carolyn Yoon
Published Date
2015

Source

Duluth, MN: Association for Consumer Research

The Aging Consumer: Perspectives from Psychology and Economics

Authors
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
Published Date
2010

Source

Taylor & Francis

Aging and Consumer Decision Making

Authors
Carpenter, Stephanie M., Yoon Carolyn
Published Date
2015

Source

Elsevier
Aging and Decision-Making: Empirical and Applied Perspectives
Hess, Loeckenhoff, and Strough

Older Adults as Consumers: An Examination of Differences by Birth Cohort

Authors
Webster Noah, Antonucci Toni C., Yoon Carolyn, McCullough Wayne R., Fin Debra, Hartsell Deb
Published Date
2014

Source

The MIT Press
Pages: 
281-298
The Interdisciplinary Science of Consumption
Preston, Kringelbach, and Knutson

Aging and Consumption

Authors
Carolyn Yoon, Ian Skurnik, Stephanie Carpenter
Published Date
2013

Source

Routledge
Pages: 
187-194
Identity and Consumption
Russell Belk and Ayalla Ruvio

Aging Consumers

Authors
Carolyn Yoon
Published Date
2011

Source

Marketing Science Institute
Pages: 
111-112
Consumer Insights: Findings from Behavioral Research
Joseph Alba

Consumer Neuroscience

Authors
Carolyn Yoon, Hilke Plassmann, Fred Feinberg, Baba Shiv
Published Date
2011

Source

John Wiley & Sons
International Encyclopedia of Marketing
Richard Bagozzi, Ayalla Ruvio

Thinking About Health and Obesity: How Consumers' Mental Experiences Influence Health Judgements

Authors
Carolyn Yoon, Ian Skurnik, Norbert Schwarz
Published Date
2011

Source

M.E. Sharp
Leveraging Consumer Psychology for Effective Health Communications
Rajeev Batra, Anand Keller, Victor Strecher

Older Consumers and Satisfaction

Authors
Carolyn Yoon, Fred Feinberg, Norbert Schwarz
Published Date
2010

Source

Taylor & Francis
The Aging Consumer: Perspectives from Psychology and Economics
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
Ross Thought In Action
In Harvard Business Review , Professor Carolyn Yoon says marketers should make more use of fMRI technology.

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