Carolyn Yoon

Professor of Marketing

Contact Information

Phone

(734) 764-6355

Fax

(734) 936-8716

Room

R5374

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Research

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

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...

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Articles
Books
Chapters

When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes

Authors

Genevsky A., Yoon C., Knutson B.

Published Date

2018

Source

Neuromarketing Yearbook

Consumer Neuroscience: Advances in Understanding Consumer Psychology

Authors

Karmarkar U. and Yoon C.

Published Date

2017

Source

Neuromarketing Yearbook

e Wrapper: Operationalizing Engagement Strategies in mHealth

Authors

Wagner B., Liu E., Shaw S.,....Yoon C., Nahum-Shani, I

Published Date

2017

Source

Proceedings of the 2017 ACM International Symposium on Wearable Computers

Volume:

Issue:

Pages:

790-798

Impact of Age on Brand Awareness Sets: A Turning Point in Consumers’ Early 60s

Authors

Lambert-Pandraud Raphael, Laurent Gilles, Mullet Etienne, Yoon Carolyn

Published Date

2017

Source

Marketing Letters

Volume:

Issue:

Pages:

205-218

Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay

Authors

Mantonakis, Antonia, Norbert Schwarz, Amanda Wudarzewski, and Carolyn Yoon

Published Date

2017

Source

Marketing Letters

Volume:

Issue:

Pages:

293-303

Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion

Authors

Mourey James A., Olson Jenny G., Yoon Carolyn

Published Date

2017

Source

Journal of Consumer Research

Volume:

Issue:

Pages:

414-431

When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes

Authors

Genevsky A., Yoon C., Knutson B.

Published Date

2017

Source

Journal of Neuroscience

Volume:

Issue:

Pages:

8625-8634

Consumer Neuroscience: Advances in Understanding Consumer Psychology

Authors

Karmarkar, Uma and Carolyn Yoon

Published Date

2016

Source

Current Opinion in Psychology: Consumer Behavior

Volume:

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:

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:

Issue:

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:

Issue:

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:

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:

Issue:

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:

Issue:

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:

Issue:

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:

Issue:

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:

Issue:

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:

Issue:

Pages:

1615-1622

Self-Referential Encoding and Processing in Bicultural Individuals

Authors

Huff Sarah, Yoon Carolyn, Lee Fiona, Mandadi Alekhya, Gutchess Angela H.

Published Date

06/2013

Source

Culture and Brain

Volume:

Issue:

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:

Issue:

Pages:

269-279

Decision Neuroscience and Consumer Decision Making

Authors

Carolyn Yoon, Richard Gonzalez, et al.

Published Date

2012

Source

Marketing Letters

Volume:

Issue:

Pages:

473-485

Embodiment in Judgment and Choice

Authors

Reimann, M., Alan J. Malter, ...Carolyn Yoon, and Chen-Bo Zhong

Published Date

2012

Source

Journal of Neuroscience, Psychology, and Economics

Volume:

Issue:

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:

Issue:

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:

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:

Issue:

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:

Issue:

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:

Issue:

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:

Issue:

Pages:

17-19

Ageing and Consumer Behaviour: Challenges and Opportunities

Authors

Yoon, Carolyn and Stephanie Carpenter

Published Date

2017

Source

Taylor and Francis

Pages:

486-502

International Handbook of Consumer Psychology

Jansson-Boyd and Zawisza

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

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

Ross Thought In Action

October 17, 2017

New Study Shows Brain Activity Predicts Crowdfunding Outcomes Better Than Self-Reports

Research Focus on Marketing featuring Carolyn Yoon

Professor Carolyn Yoon shows that stimulation in a certain part of the brain can predict consumer choices and market outcomes.

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Carolyn Yoon

Contact Information

Featured Books

The Aging Consumer: Perspectives from Psychology and Economics

When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes

Source

Consumer Neuroscience: Advances in Understanding Consumer Psychology

Source

e Wrapper: Operationalizing Engagement Strategies in mHealth

Source

Impact of Age on Brand Awareness Sets: A Turning Point in Consumers’ Early 60s

Source

Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay

Source

Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion

Source

When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes

Source

Consumer Neuroscience: Advances in Understanding Consumer Psychology

Source

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

Source

Consumer Neuroscience: Applications, Challenges, and Possible Solutions

Source

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

Source

Marketers Should Pay Attention to fMRI

Source

The Neuroscience of Consumer Choice

Source

Advancing Consumer Neuroscience

Source

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

Source

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

Source

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

Source

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

Source

One Without the Other: Seeing Relationships in Everyday Objects

Source

Self-Referential Encoding and Processing in Bicultural Individuals

Source

Age-related Neural Differences in Affiliation and Isolation

Source

Decision Neuroscience and Consumer Decision Making

Source

Embodiment in Judgment and Choice

Source

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

Source

Aging and Consumer Decision Making

Source

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

Source

An Integration of Perspectives on Aging and Consumer Decision Making

Source

Consumer Decision Making and Aging: Current Knowledge and Future Directions

Source

Using fMRI to Inform Marketing Research: Challenges and Opportunities

Source

Ageing and Consumer Behaviour: Challenges and Opportunities

Source

Aging and Consumer Decision Making

Source

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

Source

Aging and Consumption

Source

Aging Consumers

Source

Consumer Neuroscience

Source

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

Source

Older Consumers and Satisfaction

Source

Advances in Consumer Research Volume 43