Heeyoung Yoon

Heeyoung Yoon

Università Commerciale Luigi Bocconi Milano - Milano / Italy
Business & Management / Marketing
AD Scientific Index ID: 5478913
Bocconi University
person_outline Heeyoung Yoon's MOST POPULAR ARTICLES
1-) Adding is favoured over subtracting in problem solvingT Meyvis, H YoonNature 592 (7853), 189-190, 2021142021
2-) Consuming Regardless of Preference: Consumers Overestimate the Impact of Liking on ConsumptionH Yoon, T MeyvisJournal of Consumer Research 51 (3), 474–496, 202422024
3-) It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotionH Yoon, DR Chang, K LeeJournal of Global Scholars of Marketing Science 24 (3), 339-349, 201422014
4-) When You Think More Leads to Less: The Erroneous Belief That Adding Unattractive Items Will Reduce ConsumptionH Yoon, T MeyvisAvailable at SSRN 3916454, 20212021
5-) What Are Friends for: Shifting the Focus of Social Relationships to Their Instrumentality as a Response to Future AnxietyH Yoon, H Han, K LeeKorean Journal of Marketing 35 (2), 55-69, 20202020