Carolyn Yoon
- Associate Dean for Diversity, Equity, & Inclusion
- Wilbur K. Pierpont Collegiate Professor of Management
- Professor of Marketing
- Faculty Director of Diversity and Inclusion
Contact Information
Phone
(734) 764-6355Fax
(734) 936-8716Email
Room
R5374Carolyn Yoon's research seeks to advance the understanding of psychological and neural mechanisms underlying judgment and decision processes across the lifespan, especially in consumer contexts and across different social and cultural environments. She takes a multi-level and multi-systems approach to elucidate basic processing mechanisms that lead to specific behavioral outcomes in domains involving consumer decision making, health, and well-being. In so doing, she considers the interplay between neurobiology, environment, and behavior in order to develop theoretical insights that also have meaningful implications for consumers, practitioners, and public policymakers.
Featured Books
Creativity and Aging: Positive Consequences of Distraction
Published Date
2021Source
Psychology and Aging
Volume:
35Issue:
5Pages:
654-622Interdependent Self-Construal Predicts Increased Gray Matter Volume of Scene Processing Regions in the Brain
Published Date
2021Source
Biological Psychology
Volume:
161Issue:
4Pages:
108050Creativity and Aging: Positive Consequences of Distraction
Published Date
2020Source
Psychology and Aging
Volume:
35Issue:
5Pages:
654-662The Gray Matter Volume of the Temporoparietal Junction varies across Cultures: A Moderating Role of the Dopamine D4 Receptor Gene (DRD4)
Published Date
02/2020Source
Social Cognitive and Affective Neuroscience
Volume:
15Issue:
2Pages:
193-202Cultural Variation in the Gray Matter Volume of the Prefrontal Cortex is Moderated by the Dopamine D4 Receptor Gene (DRD4)
Published Date
2019Source
Cerebral Cortex
Volume:
29Issue:
9Pages:
3922-3931When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes
Published Date
2018Source
Neuromarketing Yearbook
When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers
Published Date
2018Source
Journal of Consumer Research
Volume:
45Issue:
4Pages:
691-709Consumer Neuroscience: Advances in Understanding Consumer Psychology
Published Date
2017Source
Neuromarketing Yearbook
Impact of Age on Brand Awareness Sets: A Turning Point in Consumers’ Early 60s
Published Date
2017Source
Marketing Letters
Volume:
28Issue:
2Pages:
205-218Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion
Published Date
2017Source
Journal of Consumer Research
Volume:
44Issue:
2Pages:
414-431When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes
Published Date
2017Source
Journal of Neuroscience
Volume:
37Issue:
36Pages:
8625-8634Consumer Neuroscience: Advances in Understanding Consumer Psychology
Published Date
2016Source
Current Opinion in Psychology: Consumer Behavior
Volume:
10Issue:
AugPages:
160-165Dopamine-System Genes and Cultural Acquisition: The Norm Sensitivity Hypothesis
Published Date
2016Source
Current Opinion in Psychology: Culture
Volume:
8Issue:
AprilPages:
167-174Consumer Neuroscience: Applications, Challenges, and Possible Solutions
Published Date
2015Source
Journal of Marketing Research
Volume:
52Issue:
4Pages:
427-435Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing
Published Date
2015Source
Journal of Marketing Research
Volume:
52Issue:
4Pages:
423-426Published Date
11/2015Source
Harvard Business Review
Volume:
2015Issue:
NovPages:
1-3The Neuroscience of Consumer Choice
Published Date
2015Source
Current Opinion in Behavioral Sciences
Volume:
8Issue:
OctPages:
116-121Advancing Consumer Neuroscience
Published Date
2014Source
Marketing Letters
Volume:
25Issue:
3Pages:
257-267Age Differences in Medial Prefrontal Activity for Subsequent Memory of Truth Value
Published Date
2014Source
Frontiers in Psychology, Section on Emotion Science
Volume:
5Issue:
87Pages:
1-10Consumer Participation in the Design and Realization Stages of Production: How Self-Production Shapes Consumer Evaluations and Relationships to Products
Published Date
2014Source
International Journal of Research in Marketing
Volume:
31Issue:
4Pages:
395-408Make it Your Own: How Process Valence and Self-Construal Affect Evaluation of Self-Made Products
Published Date
2014Source
Psychology and Marketing
Volume:
31Issue:
6Pages:
451-468The Dopamine Receptor Gene (DRD4) Moderates Cultural Difference in Independent versus Interdependent Social Orientation
Published Date
2014Source
Psychological Science
Volume:
25Issue:
6Pages:
1169-1177One Without the Other: Seeing Relationships in Everyday Objects
Published Date
12/2013Source
Psychological Science
Volume:
24Issue:
9Pages:
1615-1622Published Date
06/2013Source
Culture and Brain
Volume:
1Issue:
1Pages:
16-33Age-related Neural Differences in Affiliation and Isolation
Published Date
2012Source
Cognitive, Affective & Behavioral Neuroscience
Volume:
12Issue:
2Pages:
269-279Decision Neuroscience and Consumer Decision Making
Published Date
2012Source
Marketing Letters
Volume:
23Issue:
2Pages:
473-485Published Date
2012Source
Journal of Neuroscience, Psychology, and Economics
Volume:
5Issue:
2Pages:
104-123Integrating Neurophysiological and Psychological Approaches: Towards an Advancement of Brand Insights
Published Date
2012Source
Journal of Consumer Psychology
Volume:
22Issue:
1Pages:
3-6Aging and Consumer Decision Making
Published Date
2011Source
Annals of the New York Academy of Sciences
Volume:
1235Issue:
0Pages:
E1-E12A Sales Force-Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging
Published Date
2009Source
Journal of Marketing Research
Volume:
46Issue:
5Pages:
653-668An Integration of Perspectives on Aging and Consumer Decision Making
Published Date
2009Source
Journal of Consumer Psychology
Volume:
19Issue:
1Pages:
35-37Consumer Decision Making and Aging: Current Knowledge and Future Directions
Published Date
2009Source
Journal of Consumer Psychology
Volume:
19Issue:
1Pages:
2-16Using fMRI to Inform Marketing Research: Challenges and Opportunities
Published Date
2009Source
Journal of Marketing Research
Volume:
46Issue:
1Pages:
17-19The Aging Consumer: Perspectives from Psychology and Marketing
Published Date
2020Source
New York, NY: Routledge
Advances in Consumer Research Volume 43
Published Date
2015Source
Duluth, MN: Association for Consumer Research
The Aging Consumer: Perspectives from Psychology and Economics
Published Date
2010Source
Taylor & Francis
Subjective Age and Older Consumers
Published Date
2020Source
New York, NY: Routledge
Pages:
237-258The Aging Consumer: Perspectives from Psychology and Marketing
Drolet, Yoon
The Influence of Creativity on Objective and Subjective Well-being in Older Adulthood
Published Date
2020Source
New York, NY: Routledge
Pages:
279-297The Aging Consumer: Perspectives from Psychology and Marketing
Drolet, Yoon
Shaw, S., Acikalin, Y., Shiv, B., and Yoon C.
Published Date
2019Source
New York, NY: Taylor and Francis/Routledge
Pages:
293-316Handbook of Research Methods in Consumer Psychology
Kardes, Herr, and Schwarz
Ageing and Consumer Behaviour: Challenges and Opportunities
Published Date
2017Source
Taylor and Francis
Pages:
486-502International Handbook of Consumer Psychology
Jansson-Boyd and Zawisza
Aging and Consumer Decision Making
Published Date
2015Source
Elsevier
Aging and Decision-Making: Empirical and Applied Perspectives
Hess, Loeckenhoff, and Strough
Older Adults as Consumers: An Examination of Differences by Birth Cohort
Published Date
2014Source
The MIT Press
Pages:
281-298The Interdisciplinary Science of Consumption
Preston, Kringelbach, and Knutson
Aging and Consumption
Published Date
2013Source
Routledge
Pages:
187-194Identity and Consumption
Russell Belk and Ayalla Ruvio
Aging Consumers
Published Date
2011Source
Marketing Science Institute
Pages:
111-112Consumer Insights: Findings from Behavioral Research
Joseph Alba
Consumer Neuroscience
Published Date
2011Source
John Wiley & Sons
International Encyclopedia of Marketing
Richard Bagozzi, Ayalla Ruvio
Thinking About Health and Obesity: How Consumers' Mental Experiences Influence Health Judgements
Published Date
2011Source
M.E. Sharp
Leveraging Consumer Psychology for Effective Health Communications
Rajeev Batra, Anand Keller, Victor Strecher
Older Consumers and Satisfaction
Published Date
2010Source
Taylor & Francis
The Aging Consumer: Perspectives from Psychology and Economics
Carolyn Yoon, Aimee Drolet, Norbert Schwarz