Heeyoung Yoon

Heeyoung Yoon is an Assistant Professor in Marketing at the Business School (BUS) of Imperial College London. Her research interests focus on consumer behavior and marketing strategies. Yoon's work explores how consumers make decisions in various market contexts. She is affiliated with the Business School and maintains a professional profile at https://profiles.imperial.ac.uk/h.yoon.

Heeyoung Yoon's research focuses on Consumer Behavior, Consumer Psychology, and Consumer Experiences. Her work explores how consumers make decisions, perceive value, and interact with products and services. Key areas include the psychological factors influencing consumption, the role of social relationships in consumer behavior, and the impact of messaging on purchasing decisions. Her studies often highlight cognitive biases and heuristics that shape consumer choices, such as overestimating the impact of liking or quality on consumption. Yoon's research also examines how social dynamics, like gossip and competitive messages, influence consumer behavior. Her work contributes to understanding the complexities of consumer decision-making in various contexts.