Carolyn Yoon

Associate Dean for Diversity, Equity, & Inclusion
Wilbur K. Pierpont Collegiate Professor of Management
Professor of Marketing
Faculty Director of Diversity and Inclusion
Biography

Carolyn 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.

Latest Faculty News & Research
Featured Books
The Aging Consumer: Perspectives from Psychology and Economics
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
At present, about 45 million Americans are over the age of 65, and by 2020, one out of every six Americans will be 65 or older. These statistics are reflective of a worldwide phenomenon in developing and developed countries alike unrivalled since the Industrial Revolution. This edited volume, written by experts in many fields, examines the economic and psychological research on how aging consumers...
Social and cultural influences on older consumers
Authors
Sung, Y. and Yoon, C.
Published Date
02/2024
Authors
Sung, Y. and Yoon, C.
Source
Current Opinion in Psychology
Volume
55
Pages
101740
Engagement in Digital Interventions
Authors
Nahum-Shani, Inbal, Shaw, Steven, Carpenter, Stephanie, Murphy, Susan, and Yoon, Carolyn
Published Date
2022
Authors
Nahum-Shani, Inbal, Shaw, Steven, Carpenter, Stephanie, Murphy, Susan, and Yoon, Carolyn
Source
American Psychologist
Volume
77
Issue
7
Pages
836-852
Creativity and Aging: Positive Consequences of Distraction
Authors
Carpenter, S., Chae, R., and Yoon, C.
Published Date
2021
Authors
Carpenter, S., Chae, R., and Yoon, C.
Source
Psychology and Aging
Volume
35
Issue
5
Pages
654-622
The Gray Matter Volume of the Temporoparietal Junction varies across Cultures: A Moderating Role of the Dopamine D4 Receptor Gene (DRD4)
Authors
Kitayama, S., Yu, Q., King, A., Yoon, C., Liberzon, I.
Published Date
02/2020
Authors
Kitayama, S., Yu, Q., King, A., Yoon, C., Liberzon, I.
Source
Social Cognitive and Affective Neuroscience
Volume
15
Issue
2
Pages
193-202
Cultural Variation in the Gray Matter Volume of the Prefrontal Cortex is Moderated by the Dopamine D4 Receptor Gene (DRD4)
Authors
Yu, Q., Abe, N., King, A., Yoon, C., Liberzon, I., and Kitayama, S.
Published Date
2019
Authors
Yu, Q., Abe, N., King, A., Yoon, C., Liberzon, I., and Kitayama, S.
Source
Cerebral Cortex
Volume
29
Issue
9
Pages
3922-3931
When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes
Authors
Genevsky A., Yoon C., Knutson B.
Published Date
2018
Authors
Genevsky A., Yoon C., Knutson B.
Source
Neuromarketing Yearbook
When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers
Authors
Amatulli C., Peluso A., Guido, G, and Yoon, C.
Published Date
2018
Authors
Amatulli C., Peluso A., Guido, G, and Yoon, C.
Source
Journal of Consumer Research
Volume
45
Issue
4
Pages
691-709
Consumer Neuroscience: Advances in Understanding Consumer Psychology
Authors
Karmarkar U. and Yoon C.
Published Date
2017
Authors
Karmarkar U. and Yoon C.
Source
Neuromarketing Yearbook
Impact of Age on Brand Awareness Sets: A Turning Point in Consumers’ Early 60s
Authors
Lambert-Pandraud Raphael, Laurent Gilles, Mullet Etienne, Yoon Carolyn
Published Date
2017
Authors
Lambert-Pandraud Raphael, Laurent Gilles, Mullet Etienne, Yoon Carolyn
Source
Marketing Letters
Volume
28
Issue
2
Pages
205-218
Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion
Authors
Mourey James A., Olson Jenny G., Yoon Carolyn
Published Date
2017
Authors
Mourey James A., Olson Jenny G., Yoon Carolyn
Source
Journal of Consumer Research
Volume
44
Issue
2
Pages
414-431
When Brain Beats Behavior: Neuroforecasting Crowdfunding Outcomes
Authors
Genevsky A., Yoon C., Knutson B.
Published Date
2017
Authors
Genevsky A., Yoon C., Knutson B.
Source
Journal of Neuroscience
Volume
37
Issue
36
Pages
8625-8634
Consumer Neuroscience: Advances in Understanding Consumer Psychology
Authors
Karmarkar, Uma and Carolyn Yoon
Published Date
2016
Authors
Karmarkar, Uma and Carolyn Yoon
Source
Current Opinion in Psychology: Consumer Behavior
Volume
10
Issue
Aug
Pages
160-165
Dopamine-System Genes and Cultural Acquisition: The Norm Sensitivity Hypothesis
Authors
Kitayama, Shinobu, Anthony King, Ming Hsu, Israel Liberzon, and Carolyn Yoon
Published Date
2016
Authors
Kitayama, Shinobu, Anthony King, Ming Hsu, Israel Liberzon, and Carolyn Yoon
Source
Current Opinion in Psychology: Culture
Volume
8
Issue
April
Pages
167-174
Consumer Neuroscience: Applications, Challenges, and Possible Solutions
Authors
Plassmann, Hilke, Vinod Venkatraman, Scott Huettel, and Carolyn Yoon
Published Date
2015
Authors
Plassmann, Hilke, Vinod Venkatraman, Scott Huettel, and Carolyn Yoon
Source
Journal of Marketing Research
Volume
52
Issue
4
Pages
427-435
Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing
Authors
Camerer, Colin and Carolyn Yoon
Published Date
2015
Authors
Camerer, Colin and Carolyn Yoon
Source
Journal of Marketing Research
Volume
52
Issue
4
Pages
423-426
The Neuroscience of Consumer Choice
Authors
Hsu, Ming and Carolyn Yoon
Published Date
2015
Authors
Hsu, Ming and Carolyn Yoon
Source
Current Opinion in Behavioral Sciences
Volume
8
Issue
Oct
Pages
116-121
Advancing Consumer Neuroscience
Authors
Smidts Ale, Hsu Ming, Sanfey Alan G.....Yoon Carolyn
Published Date
2014
Authors
Smidts Ale, Hsu Ming, Sanfey Alan G.....Yoon Carolyn
Source
Marketing Letters
Volume
25
Issue
3
Pages
257-267
Age Differences in Medial Prefrontal Activity for Subsequent Memory of Truth Value
Authors
Cassidy, Cassidy Brittany S., Hedden Trey, Yoon Carolyn, Gutchess Angela H.
Published Date
2014
Authors
Cassidy, Cassidy Brittany S., Hedden Trey, Yoon Carolyn, Gutchess Angela H.
Source
Frontiers in Psychology, Section on Emotion Science
Volume
5
Issue
87
Pages
1-10
Consumer Participation in the Design and Realization Stages of Production: How Self-Production Shapes Consumer Evaluations and Relationships to Products
Authors
Atakan, Sinem, Richard P. Bagozzi
Published Date
2014
Authors
Atakan, Sinem, Richard P. Bagozzi
Source
International Journal of Research in Marketing
Volume
31
Issue
4
Pages
395-408
Make it Your Own: How Process Valence and Self-Construal Affect Evaluation of Self-Made Products
Authors
Atakan Sinem, Bagozzi Richard P., Yoon Carolyn
Published Date
2014
Authors
Atakan Sinem, Bagozzi Richard P., Yoon Carolyn
Source
Psychology and Marketing
Volume
31
Issue
6
Pages
451-468
The Dopamine Receptor Gene (DRD4) Moderates Cultural Difference in Independent versus Interdependent Social Orientation
Authors
Kitayama Shinobu, King Anthony, Yoon Carolyn, Tompson Steve, Huff Sarah, Liberzon Israel
Published Date
2014
Authors
Kitayama Shinobu, King Anthony, Yoon Carolyn, Tompson Steve, Huff Sarah, Liberzon Israel
Source
Psychological Science
Volume
25
Issue
6
Pages
1169-1177
One Without the Other: Seeing Relationships in Everyday Objects
Authors
Mourey James A., Oyserman Daphna, Yoon Carolyn
Published Date
12/2013
Authors
Mourey James A., Oyserman Daphna, Yoon Carolyn
Source
Psychological Science
Volume
24
Issue
9
Pages
1615-1622
Age-related Neural Differences in Affiliation and Isolation
Authors
Janelle N. Beadle, Carolyn Yoon, Angela H. Gutchess
Published Date
2012
Authors
Janelle N. Beadle, Carolyn Yoon, Angela H. Gutchess
Source
Cognitive, Affective & Behavioral Neuroscience
Volume
12
Issue
2
Pages
269-279
Decision Neuroscience and Consumer Decision Making
Authors
Carolyn Yoon, Richard Gonzalez, et al.
Published Date
2012
Authors
Carolyn Yoon, Richard Gonzalez, et al.
Source
Marketing Letters
Volume
23
Issue
2
Pages
473-485
Authors
Reimann, M., Alan J. Malter, ...Carolyn Yoon, and Chen-Bo Zhong
Published Date
2012
Authors
Reimann, M., Alan J. Malter, ...Carolyn Yoon, and Chen-Bo Zhong
Source
Journal of Neuroscience, Psychology, and Economics
Volume
5
Issue
2
Pages
104-123
Integrating Neurophysiological and Psychological Approaches: Towards an Advancement of Brand Insights
Authors
Carolyn Yoon, Baba Shiv
Published Date
2012
Authors
Carolyn Yoon, Baba Shiv
Source
Journal of Consumer Psychology
Volume
22
Issue
1
Pages
3-6
Aging and Consumer Decision Making
Authors
Stephanie Carpenter, Carolyn Yoon
Published Date
2011
Authors
Stephanie Carpenter, Carolyn Yoon
Source
Annals of the New York Academy of Sciences
Volume
1235
Issue
0
Pages
E1-E12
A Sales Force-Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging
Authors
Roeland C. Dietvorst, Willem J.M.I. Verbeke, Richard P. Bagozzi, Carolyn Yoon, Marion Smits, and Aad van der Lugt
Published Date
2009
Authors
Roeland C. Dietvorst, Willem J.M.I. Verbeke, Richard P. Bagozzi, Carolyn Yoon, Marion Smits, and Aad van der Lugt
Source
Journal of Marketing Research
Volume
46
Issue
5
Pages
653-668
An Integration of Perspectives on Aging and Consumer Decision Making
Authors
Catherine A. Cole, Michelle Lee, Carolyn Yoon
Published Date
2009
Authors
Catherine A. Cole, Michelle Lee, Carolyn Yoon
Source
Journal of Consumer Psychology
Volume
19
Issue
1
Pages
35-37
Consumer Decision Making and Aging: Current Knowledge and Future Directions
Authors
Carolyn Yoon, Catherine A. Cole, Michelle Lee
Published Date
2009
Authors
Carolyn Yoon, Catherine A. Cole, Michelle Lee
Source
Journal of Consumer Psychology
Volume
19
Issue
1
Pages
2-16
Using fMRI to Inform Marketing Research: Challenges and Opportunities
Authors
Carolyn Yoon, Richard Gonzalez, James R. Bettman
Published Date
2009
Authors
Carolyn Yoon, Richard Gonzalez, James R. Bettman
Source
Journal of Marketing Research
Volume
46
Issue
1
Pages
17-19
APA Handbook of Consumer Psychology
Authors
Genevsky, A., Yoon, C.
Published Date
2022
Authors
Genevsky, A., Yoon, C.
Source
American Psychological Association
Pages
621-636
Neural Basis of Consumer Decision Making and Neuroforecasting
Kahle, Lowrey, Huber
The Aging Consumer: Perspectives from Psychology and Marketing
Authors
Carpenter, S., Chae, R., Sung, Y., Yoon, C.
Published Date
2020
Authors
Carpenter, S., Chae, R., Sung, Y., Yoon, C.
Source
New York, NY: Routledge
Pages
279-297
The Influence of Creativity on Objective and Subjective Well-being in Older Adulthood
Drolet, Yoon
The Aging Consumer: Perspectives from Psychology and Marketing
Authors
Peluso, A., Amatulli, C., Yoon, C., Guido, G.
Published Date
2020
Authors
Peluso, A., Amatulli, C., Yoon, C., Guido, G.
Source
New York, NY: Routledge
Pages
237-258
Subjective Age and Older Consumers
Drolet, Yoon
Handbook of Research Methods in Consumer Psychology
Authors
Neuroscientific Methods and Tools in Consumer Research
Published Date
2019
Authors
Neuroscientific Methods and Tools in Consumer Research
Source
New York, NY: Taylor and Francis/Routledge
Pages
293-316
Shaw, S., Acikalin, Y., Shiv, B., and Yoon C.
Kardes, Herr, and Schwarz
International Handbook of Consumer Psychology
Authors
Yoon, Carolyn and Stephanie Carpenter
Published Date
2017
Authors
Yoon, Carolyn and Stephanie Carpenter
Source
Taylor and Francis
Pages
486-502
Ageing and Consumer Behaviour: Challenges and Opportunities
Jansson-Boyd and Zawisza
Aging and Decision-Making: Empirical and Applied Perspectives
Authors
Carpenter, Stephanie M., Yoon Carolyn
Published Date
2015
Authors
Carpenter, Stephanie M., Yoon Carolyn
Source
Elsevier
Aging and Consumer Decision Making
Hess, Loeckenhoff, and Strough
The Interdisciplinary Science of Consumption
Authors
Webster Noah, Antonucci Toni C., Yoon Carolyn, McCullough Wayne R., Fin Debra, Hartsell Deb
Published Date
2014
Authors
Webster Noah, Antonucci Toni C., Yoon Carolyn, McCullough Wayne R., Fin Debra, Hartsell Deb
Source
The MIT Press
Pages
281-298
Older Adults as Consumers: An Examination of Differences by Birth Cohort
Preston, Kringelbach, and Knutson
Identity and Consumption
Authors
Carolyn Yoon, Ian Skurnik, Stephanie Carpenter
Published Date
2013
Authors
Carolyn Yoon, Ian Skurnik, Stephanie Carpenter
Source
Routledge
Pages
187-194
Aging and Consumption
Russell Belk and Ayalla Ruvio
Consumer Insights: Findings from Behavioral Research
Authors
Carolyn Yoon
Published Date
2011
Authors
Carolyn Yoon
Source
Marketing Science Institute
Pages
111-112
Aging Consumers
Joseph Alba
International Encyclopedia of Marketing
Authors
Carolyn Yoon, Hilke Plassmann, Fred Feinberg, Baba Shiv
Published Date
2011
Authors
Carolyn Yoon, Hilke Plassmann, Fred Feinberg, Baba Shiv
Source
John Wiley & Sons
Consumer Neuroscience
Richard Bagozzi, Ayalla Ruvio
Leveraging Consumer Psychology for Effective Health Communications
Authors
Carolyn Yoon, Ian Skurnik, Norbert Schwarz
Published Date
2011
Authors
Carolyn Yoon, Ian Skurnik, Norbert Schwarz
Source
M.E. Sharp
Thinking About Health and Obesity: How Consumers' Mental Experiences Influence Health Judgements
Rajeev Batra, Anand Keller, Victor Strecher
The Aging Consumer: Perspectives from Psychology and Economics
Authors
Carolyn Yoon, Fred Feinberg, Norbert Schwarz
Published Date
2010
Authors
Carolyn Yoon, Fred Feinberg, Norbert Schwarz
Source
Taylor & Francis
Older Consumers and Satisfaction
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
The Aging Consumer: Perspectives from Psychology and Marketing
Authors
Drolet, A., Yoon, C.
Published Date
2020
Authors
Drolet, A., Yoon, C.
Source
New York, NY: Routledge
Advances in Consumer Research Volume 43
Authors
Diehl, Kristin and Carolyn Yoon
Published Date
2015
Authors
Diehl, Kristin and Carolyn Yoon
Source
Duluth, MN: Association for Consumer Research
The Aging Consumer: Perspectives from Psychology and Economics
Authors
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
Published Date
2010
Authors
Carolyn Yoon, Aimee Drolet, Norbert Schwarz
Source
Taylor & Francis