I investigate how emotions that consumers experience/remember and consumer-brand relationships impact their decision-making.
I use advanced technology tools (e.g., eye tracking, GSR) , which can provide a better understanding of consumer behavior and yield strong managerial insights.
[ Dissertation ]
Capturing and Keeping the Customer Experience: The Effect of Photo Cues on Remembered Enjoyment and Future Intentions
Nari Yoon and Raymond R. Burke
When Our Companies Have Eyes for Other Consumers: New Customer Promotions Enhance Switching Intentions Among Existing Customers
Nari Yoon, Jenny G. Olson, and Adam Duhachek
Feeling Pride or Feeling Envy: Differential Inspiration from Others’ Achievement
Nari Yoon and H. Shanker Krishnan
When Being Irrelevant is Relevant: How Relative Relevance of Brands’ Social Media Posts Impacts Brand Perception
Nari Yoon and Mansur Khamitov
Hands Off My Brand: Strong Self-Brand Connection and Psychological Threat
Nari Yoon, Mansur Khamitov, and Aaron Barnes
Nari Yoon | Assistant Professor of Marketing 