교수진
전임교수
윤성아Yoon, Song Oh
- 마케팅
- 교수
- 소비자 행동, 행동선택 이론
- 경영본관 505호
- TEL : 02-3290-2829
- Email : soyoon@korea.ac.kr
- Fax :
- Homepage :
- Office Hour :
학력
(Ph.D. Minor in Psychology)
M.S., Business Administration, Korea University
B.A., Economics, University of California at Berkeley
경력
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
논문
- 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)
- 장정민, 윤성아 (2015), “정보의 제시위치가 소비자의 제품평가에 미치는 영향,” 광고학연구, 26 (6), 305-320.
- 석관호, 윤성아 (2013), “제품 소비량과 다양성추구 성향의 연관성에 관한 연구,” 유통연구, 18 (4), 1-29. (유통연구 심사위원 추천 논문상)
- 윤성아, 석관호 (2013), “동시적 다양성 추구에 영향을 미치는 가구 특성에 관한 연구,” 마케팅연구, 28 (4), 153-169.
- 석관호, 윤성아, 구지은 (2012), “소비자의 심리적 특성이 EDLP상점과 HiLo상점 선택에 미치는 영향: 조절초점과 위험추구 성향을 중심으로,” 마케팅 연구, 27 (1), 67-84. (마케팅 연구 최우수논문상)
- 조성완, 김희진, 윤성아 (2012), “방향의 은유적 표현이 소비자평가에 미치는 영향: 소비자목표의 조절효과를 중심으로, 마케팅연구, 27(3).
- 윤성아, 석관호 (2011), “현저성 효과와 속성 평가가능성 효과가 속성중요도 측정에 미치는 영향,” 마케팅연구, 26 (3), 61-83. 마케팅 연구 우수논문상)
- 석관호, 윤성아, 이지헌, 김용석 (2008), “자극에 근거한 구매와 기억에 근거한 구매 상황에서의 비교광고 효과에 대한 연구,” 광고학연구, 19 (2), 181-201.
저서
연구실소개
Consumer Psychology
Context Effects