Sukki Yoon
Bryant University
Counterfactual thinkingAdvertisingProduct (category theory)AttributionSociologyBusinessAssertivenessPsychologyMarketingCognitionPolitical scienceConsumer behaviourConstrual level theoryPerceptionOriginalityPersuasionPractical implicationsAffect (psychology)Computer scienceSocial mediaSocial psychology
104Publications
19H-index
951Citations
Publications 105
Newest
#1Sukki Yoon (Bryant University)H-Index: 19
#2Hyejin Bang (College of Business Administration)H-Index: 7
Last. Kacy Kim (Bryant University)H-Index: 5
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Marketing communications often feature objects that move slowly or rapidly, or images appearing in slow or rapid succession. This article provides a report of results of four studies investigating ...
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#1Hyejin BangH-Index: 7
#2Dongwon ChoiH-Index: 6
Last. Yeonshin KimH-Index: 11
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#1Sukki Yoon (Bryant University)H-Index: 19
#2Ashok K. LalwaniH-Index: 16
Last. Charles Taylor (Villanova University)H-Index: 162
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AbstractFour studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two cou...
1 CitationsSource
#1Sukki YoonH-Index: 19
#2Yung Kyun ChoiH-Index: 17
Last. Charles TaylorH-Index: 162
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#1Tae Hyun Baek (UK: University of Kentucky)H-Index: 15
#2Sukki Yoon (Bryant University)H-Index: 19
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#1Sujin Kim (LSU: Louisiana State University)H-Index: 1
#1Sujin Kim (LSU: Louisiana State University)
Last. Yung Kyun Choi (Dongguk University)H-Index: 17
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Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform cons...
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#1Hyunju ShinH-Index: 11
#2Sukki YoonH-Index: 19
Last. Kacy KimH-Index: 5
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The humor appeal is extensively used in advertising, but its impact is not clearly understood in the context of luxury brand advertising. This research therefore examines the role humor appeal in luxury advertising plays in customers’ evaluation of the brand, advertisement, and purchase behaviors toward the firm. Specifically, this study proposes that the use of a humor appeal in luxury advertising has a favorable influence on perceived luxuriousness of the brand, attitude toward the advertiseme...
#2Younghwa LeeH-Index: 6
Last. Sukki YoonH-Index: 19
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When considering donation, donors may evaluate causes of need and deservedness of recipients (Bekers & Wiepking, 2011). The plight of recipients may be attributed to their misbehaviors (e.g., laziness) or social problems (e.g., poor welfare), which in turn influences donation decisions. To maximize persuasiveness of donation appeals, therefore, marketers of charity events should decide how to describe donation recipients. How potential donors perceive recipient responsibility also interacts with...
Last. Sukki YoonH-Index: 19
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#1Hye Jin Yoon (UGA: University of Georgia)H-Index: 11
#2Sukki Yoon (Bryant University)H-Index: 19
Last. Yung Kyun Choi (Dongguk University)H-Index: 17
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Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands c...
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