Faculty
Full-time Faculty
Yoon, Song Oh 윤성아
- Marketing
- Professor
- Consumer Behavior, Consumer Choice and Decision-Making
- Business Main Building A505
- TEL : 02-3290-2829
- Email : soyoon@korea.ac.kr
- Fax :
- Homepage :
- Office Hour :
Education
-
Ph.D. in Business Administration, Stanford University (2005)
(Ph.D. Minor in Psychology) -
M.S. in Business Administration, Korea University
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B.A. in Economics, University of California at Berkeley
Career
Academic Appointments
Professor, Korea University, 2016 – Present
Associate Professor, Korea University, 2011- 2016
Assistant Professor, Korea University, 2007- 2011
Assistant Professor, Singapore Management University, 2005/9 - 2007/2
Leadership and Administrative Roles
Area Chair of Marketing, 2024-2026
Korea University Business School Associate Dean of Research, 2020-2022
Director of S3 Asia MBA, 2018-2021
Program Director, Executive MBA Program for Binggrae, 2018
Professional Service
Vice President of Korean Society of Consumer Studies, 2025-2026
Executive Director of Korean Marketing Association, 2023-2025
Executive Director of Korean Society of Consumer Studies, 2023-2025
Committee Member, CPA Examination Management Committee, Financial Supervisory Service (FSS), 2019-2021
Member, Industrial Development 2020 Advisory Committee, Ministry of Trade, Industry and Energy (MOTIE), 2011
Bo-Heon Research Fellow, Korea University, 2012- 2014
“Seok-Top” Teaching Award, Korea University, 2011 Spring semester (Consumer Behavior) / 2011Fall semester (Principles of Marketing) / 2012 Fall semester (Principles of Marketing)
Young Contributor Award by the Society for Consumer Psychology, 2007
Lee Foundation Research Fellow, Singapore Management University, 2006
Singapore Management University Research Grant, 2005-06
AMA-Sheth Doctoral Consortium Fellow, University of Minnesota, 2003
Publications
- Mijin Kwon, Song Oh Yoon, “Discount Now or Later? The Effect of Payment Framing on Consumer Preferences for Discount Timing in Periodic Payments, Journal of Consumer Psychology, May (2026).
- Heejin Kim, Mijin Kwon, Song Oh Yoon, “Visual search transforms the customer journey: elevating search enjoyment, product valuation, and consumption evaluation,” Journal of Research in Interactive Marketing, March, (2026).
- Onjira Mahitthafongkul, Mijin Kwon, Song Oh Yoon, “The Impact of 3D Product Visualization Modes on Consumer Product Evaluation,” Journal of Consumer Studies, 36, 5 (2025).
- Heejin Kim, Song Oh Yoon, “Overcoming Monotony: How Consumption Matching Increases Appeal for Repeat-Use Products,” Psychology and Marketing, Nov. (2025)
- Jungmin Jang, Song Oh Yoon, Cecile K. Cho, “Space matters: the effect of product spacing on consumer variety seeking, Marketing Letters, 5 (2025).
- Mijin Kwon, Song Oh Yoon, “The paradox of choice: How indulgent options enhance subsequent healthy decision-making in consumers with low dietary self-control,” Food Quality and Preference, March, (2025).
- Yeji Jung, Song Oh Yoon, “The Effects of Product Scarcity Message and Message Color on Consumer Product Evaluation,” Journal of Consumer Studies, 34, 6 (2023).
- Sohyeon Park, Song Oh Yoon, “The effects of solicitation and target amounts on consumers’ charitable giving decisions,” Journal of Business Research, 141 (2022).
- EunYoung Sung, Song Oh Yoon, “The Effect of Visual Presentation on Product Evaluation,” Journal of Product Research, Vol.38, No.5 (2020).
- HeeJin Kim, Song-Oh Yoon (2016), "The Effect of Category Label Specificity on Consumer Choice", Marketing Letters.
- JungMin Jang, Song-Oh Yoon (Equal Contribution) (2015), “The Effect of Attribute-Based vs. Alternative-Based Processing on Consumer Choice in Context”, "Marketing Letters.
- Gangseog Ryu, Kwanho Suk, Song-Oh Yoon, Jongchul Park (2014), “The Asymmetrical Impact of Self-Regulatory Focus on Preference for Compromise Options” Journal of Business Research.
- Song-Oh Yoon, Kwanho Suk, Seonmin Lee, Jiheon Lee, and Jinkyung Koo (2013), “The Devil is in the Specificity: The Negative Effect of Prediction Specificity on Prediction Accuracy, Psychological Science (July).
- Kwanho Suk and Song-Oh Yoon (2012), “The Moderating Role of Decision Task Goals in Attribute Weight Convergence,” Organization Behavior and Human Decision Process, 118 (1).
- Song-Oh Yoon, Kwanho Suk, Sunmin Lee, and Eunyoung Park (2011) “To Seek Variety or Uniformity: The Role of Culture in Consumers’ Choice in a Group Setting” Marketing Letters, 22 (1).
- Kwanho Suk, Song-Oh Yoon, Donald R. Lichtenstein, and Siyeoun Song (2010), “The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings” Journal of Marketing Research, 47(5)
- Chez Ofir, Itamar Simonson, Song-Oh Yoon (2009), “The Robustness of the Effects of Consumers’ Participation in Market Research: The Case of Service Quality Evaluations” Journal of Marketing, 73(6).
- Song-Oh Yoon and Itamar Simonson (2008), “Choice Set Configuration as a Determinant of Preference Attribution and Strength” Journal of Consumer Research, 35 (2)
- Thomas Kramer and Song-Oh Yoon (Equal Contribution) (2007), “Approach-Avoidance motivation and the use of affect as information” Journal of Consumer Psychology, 17(2)
- Jong-Won Park, Song-Oh Yoon, Kyungheui Kim, and Robert S. Wyer (2001), “Effects of Priming a Bipolar Attribute Concept on Dimension Versus Concept-Specific Accessibility of Semantic Memory” Journal of Personality and Social Psychology, 81(3)
Books
Research
- Consumer Judgment and Decision Making
- Consumer Psychology
- Context Effects