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«Education Ph.D. Duke University, Fuqua School of Business; Field: Business Administration M.B.A. UCLA, Anderson Graduate School of Management A.B. ...»

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Curriculum Vitae

CAROLYN YOON

University of Michigan Office: (734) 764-6355

Stephen M. Ross School of Business Fax: (734) 936-8716

701 Tappan Street, R5374 E-mail: yoonc@umich.edu

Ann Arbor, MI 48109-1234 http://webuser.bus.umich.edu/yoonc/research Education Ph.D. Duke University, Fuqua School of Business; Field: Business Administration M.B.A. UCLA, Anderson Graduate School of Management A.B. University of California, Berkeley Current Academic and Research Appointments 2016 – present Professor of Marketing, University of Michigan Stephen M. Ross School of Business 1999 – present Faculty Associate, Institute for Social Research, University of Michigan Research Center for Group Dynamics 2006 – 2016 Associate Professor of Marketing, University of Michigan Stephen M. Ross School of Business Winter, 2014 Visiting Scholar, Stanford University, Department of Psychology Fall, 2013 Visiting Scholar, INSEAD, France, Marketing Department 1999 – 2006 Adjunct Assistant Professor of Psychology, University of Michigan Cognition and Perception Area 1998 – 2006 Assistant Professor of Marketing, University of Michigan Stephen M. Ross School of Business 1995 – 1998 Assistant Professor of Marketing, University of Toronto Joseph L. Rotman School of Management Publications in Refereed Journals Lambert-Pandraud, Raphaelle, Gilles Laurent, Etienne Mullet, and Carolyn Yoon (in press), “Impact of Age on Brand Awareness Sest: A Turning Point for Consumers’ Early 60s,” Marketing Letters.

Karmarkar, Uma, and Carolyn Yoon (2016), “Consumer Neuroscience: Advances in Understanding Consumer Psychology,” Current Opinion in Psychology: Consumer Behavior, 10, 160-165.

Kitayama, Shinobu, Anthony King, Ming Hsu, Israel Liberzon, and Carolyn Yoon (2016), “Dopamine-System Genes and Cultural Acquisition: The Norm Sensitivity Hypothesis," Current Opinion in Psychology: Culture, 8, 167-174.

Hsu, Ming, and Carolyn Yoon (2015), “The Neuroscience of Consumer Choice,” Current Opinion in Behavioral Sciences: Neuroeconomics, 5, 116-121.

Camerer, Colin, and Carolyn Yoon (2015), “Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing,” Journal of Marketing Research, 52(4), 423-426.

Plassmann, Hilke, Vinod Venkatraman, Scott Huettel, and Carolyn Yoon (2015), “Consumer Neuroscience: Applications, Challenges, and Possible Solutions,” Journal of Marketing Research, 52(4), 427-435.

Publications in Refereed Journals (continued) Kitayama, Shinobu, Anthony King, Carolyn Yoon, Steve Tompson, Sarah Huff, and Israel Liberzon (2014), “The Dopamine Receptor Gene (DRD4) Moderates Cultural Difference in Independent versus Interdependent Social Orientation,” Psychological Science, 25(6), 1169Atakan, Sinem, Richard P. Bagozzi, and Carolyn Yoon (2014), “Consumer Participation in the Design and Realization Stages of Production: How Self-Production Shapes Consumer Evaluations and Relationships to Products,” International Journal of Research in Marketing, 31(4), 395-408.

Smidts, Ale, Ming Hsu, Alan G. Sanfey, Maarten A.S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe Kable, Uma Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen, and Carolyn Yoon, (2014), “Advancing Consumer Neuroscience,” Marketing Letters, 25(3), 257-267.

Cassidy, Brittany S., Trey Hedden, Carolyn Yoon, and Angela H. Gutchess (2014), “Age Differences in Medial Prefrontal Activity for Subsequent Memory of Truth Value,” Frontiers in Psychology: Emotion Science, 5(87), 1-10.

Atakan, Sinem, Richard P. Bagozzi, and Carolyn Yoon (2014), “Make it Your Own: How Process Valence and Self-Construal Affect Evaluation of Self-Made Products,” Psychology and Marketing, 31(6), 451-468.

Mourey, James A., Daphna Oyserman, and Carolyn Yoon (2013), “One Without the Other: Seeing Relationships in Everyday Objects,” Psychological Science, 24(9), 1615-1622.

Huff, Sarah, Carolyn Yoon, Fiona Lee, Alekhya Mandadi, and Angela H. Gutchess (2013), “SelfReferential Encoding and Processing in Bicultural Individuals,” Culture and Brain. 1 (1), 16-33.

Yoon, Carolyn, Richard Gonzalez, et al. (2012), “Decision Neuroscience and Consumer Decision Making,” Marketing Letters, 23 (2), 473-485.

Shiv, Baba and Carolyn Yoon (2012) “Integrating Neurophysiological and Psychological Approaches:

Towards an Advancement of Brand Insights,” Journal of Consumer Psychology, 22 (1), 3-6.

Beadle, Janelle N., Carolyn Yoon, and Angela H. Gutchess (2012), “Age-related Neural Differences in Affiliation and Isolation,” Cognitive, Affective, and Behavioral Neuroscience, 12 (2), 269-279.

Carpenter, Stephanie and Carolyn Yoon (2012), “Aging and Consumer Decision Making,” Annals of the New York Academy of Sciences, 1235, E1-E12.

Reimann, M., Alan J. Malter,...Carolyn Yoon, and Chen-Bo Zhong (2012), “Embodiment in Judgment and Choice,” Journal of Neuroscience, Psychology, and Economics, 5 (2), 104-123.

Yoon, Carolyn, Richard Gonzalez, and James R. Bettman (2009), “Using fMRI to Inform Marketing Research: Challenges and Opportunities,” Journal of Marketing Research, 46 (1), 17-19.

Dietvorst, Roeland C., Willem J.M.I. Verbeke, Richard P. Bagozzi, Carolyn Yoon, Marion Smits, and Aad van der Lugt (2009), “A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging,” Journal of Marketing Research, 46 (5), 653-668.





Yoon, Carolyn, Catherine A. Cole, and Michelle Lee (2009), “Consumer Decision Making and Aging:

Current Knowledge and Future Directions,” target article for Research Dialogues, Journal of Consumer Psychology, 19 (1), 2-16.

Cole, Catherine A., Michelle Lee, and Carolyn Yoon (2009), “An Integration of Perspectives on Aging and Consumer Decision Making,” Journal of Consumer Psychology, 19 (1), 35-37.

Publications in Refereed Journals (continued) Gutchess, Angela H., Elizabeth A. Kensinger, Carolyn Yoon, and Daniel L. Schacter (2007), “Aging and the Self-Reference Effect in Memory,” Memory, 15 (8), 822-837.

Yoon, Carolyn, Michelle P. Lee, and Shai Danziger (2007), “The Effects of Optimal Time of Day on Persuasion Processes in Older Adults,” Psychology and Marketing, 24 (5), 475-495.

Hedden, Trey and Carolyn Yoon (2006), “Individual Differences in Executive Processing Predict Susceptibility to Interference in Verbal Working Memory,” Neuropsychology, 20 (5), 511-528.

Yoon, Carolyn, Angela H. Gutchess, Fred Feinberg and Thad A. Polk (2006), “A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments,” Journal of Consumer Research, 33 (1), 31-40.

Featured in Seed Magazine, The Globe and Mail; on the Discovery Channel.

Yoon, Carolyn, Fred M. Feinberg and Angela H. Gutchess (2006), “Pictorial Naming Specificity across Ages and Cultures: A Latent Class Analysis of Picture Norms for Younger and Older Americans and Chinese,” Gerontology, 52, 295-305.

Gutchess, Angela H., Carolyn Yoon, Ting Luo, Fred Feinberg, Qicheng Jing, Richard E. Nisbett, and Denise C. Park (2006), “Categorical Organization in Free Recall across Culture and Age,” Gerontology, 52, 314-323.

Boduroglu, Aycesan, Carolyn Yoon, Ting Luo, and Denise C. Park (2006), “Age-Related Stereotypes:

A Comparison of American and Chinese Cultures.” Gerontology, 52, 324-333.

Krishna, Aradhna, Mary Wagner, Carolyn Yoon, and Rashmi Adaval (2006), “The Effects of Extreme-Priced Products on Reservation Prices,” Journal of Consumer Psychology, 16 (2), 176-190.

Yoon, Carolyn, Gilles Laurent, Helene H. Fung, Richard Gonzalez, Angela H. Gutchess, Trey Hedden, Raphaëlle Lambert-Pandraud, Denise C. Park, Ellen Peters and Ian Skurnik (2005), “Cognition, Persuasion and Decision Making in Older Consumers,” Marketing Letters, 16 (3/4), 429-441.

Skurnik, Ian, Carolyn Yoon, Denise C. Park and Norbert Schwarz (2005), “How Warnings about False Claims Become Recommendations,” Journal of Consumer Research, 31 (4), 713-724. (Lead Article).

Winner of 2008 Best Article Award, Journal of Consumer Research.

Featured in The New York Times, The Washington Post, Der Spiegel; on National Public Radio and the Science Update radio program sponsored by the American Association for the Advancement of Science (AAAS).

Kirmani, Amna, Michelle Lee, and Carolyn Yoon (2004), “Procedural Priming Effects on Spontaneous Inference Formation,”.Journal of Economic Psychology, 25 (6), 859-875.

Yoon, Carolyn, Ping Hu, Fred Feinberg, Angela Hall Gutchess,Trey Hedden, Hiu-Ying Chen, Qicheng

Jing, Yao Cui and Denise C. Park (2004), “Category Norms as a Function of Culture and Age:

Comparisons of Item Responses to 105 Categories by American and Chinese Adults,” Psychology and Aging, 19 (3), 379–393. (Lead Article) Yoon, Carolyn, Fred Feinberg, Ting Luo Trey Hedden, Angela Hall Gutchess, Hiu-Ying Chen, Joseph A. Mikels, Shulan Jiao, and Denise C. Park (2004), “A Cross-Culturally Standardized Set of Pictures for Younger and Older Adults: American and Chinese Norms for Name Agreement and Familiarity,” Behavior Research Methods, 36 (4) 639-649.

Publications in Refereed Journals (continued) Yoon, Carolyn, Lynn Hasher, Fred Feinberg, Tamara A. Rahhal, and Gordon Winocur (2000), “Crosscultural Differences in Memory: The Role of Culture-based Stereotypes about Aging,” Psychology and Aging, 15 (4), 694-704.

Yoon, Carolyn (1997), “Age Differences in Consumers’ Processing Strategies: An Investigation of Moderating Influences,” Journal of Consumer Research, 24 (3), 329-342.

Linville, Patricia, Gregory Fischer, and Carolyn Yoon (1996), “Perceiving Covariations Among the Features of Ingroup and Outgroup Members: The Outgroup Covariation Effect,” Journal of Personality and Social Psychology, 70 (3), 421-436. (Lead Article) Book (co-edited) Drolet, Aimee, Norbert Schwarz, and Carolyn Yoon (2010), The Aging Consumer: Perspectives from Psychology and Economics, Routledge.

Names one of 10 Most Important Academic Books in Business, Management, and Labor in 2011, based on 7,000+ books reviewed by Choice (the review journal of the American Library Association and Association of College & Research Libraries).

Book Chapters Yoon, Carolyn and Stephanie Carpenter (in press), “Aging Consumers,” in International Handbook of Consumer Psychology, (eds. Jansson-Boyd and Zawisza), Taylor and Francis.

Carpenter, Stephanie and Carolyn Yoon (2015), “Aging and Consumer Decision Making,” in Aging and Decision-Making: Empirical and Applied Perspectives (eds. Hess, Loeckenhoff, and Strough), Elsevier, 351-371.

Webster, Noah, Toni C. Antonucci, Carolyn Yoon, Wayne R. McCullough, Debra Fin, and Deb Hartsell (2014), “Older Adults as Consumers: An Examination of Differences by Birth Cohort,” in The Interdisciplinary Science of Consumption (eds. Preston, Kringelbach, and Knutson), The MIT Press, 281-298.

Yoon, Carolyn, Ian Skurnik, and Stephanie Carpenter (2013), “Aging and Consumption” in Identity and Consumption, (eds. Belk and Ruvio), Routledge, 187-194.

Plassmann, Hilke, Carolyn Yoon, Fred Feinberg, and Baba Shiv (2011), “Consumer Neuroscience,” in Wiley International Encyclopedia of Marketing (Vol. 3, eds. Bagozzi and Ruvio), West Sussex, U.K.: John Wiley & Sons, 115-122.

Skurnik, Ian, Carolyn Yoon, and Norbert Schwarz (2011), “Thinking About Health and Obesity: How Consumers’ Mental Experiences Influence Health Judgments,” in Leveraging Consumer Psychology for Effective Health Communications, (eds. Batra, Anand Keller, and Strecher), M.E. Sharpe.

Yoon, Carolyn, Fred Feinberg, and Norbert Schwarz (2010), “Older Consumers and Satisfaction,” in The Aging Consumer: Perspectives from Psychology and Economics, (eds. Drolet, Schwarz, and Yoon), Routledge.

Yoon, Carolyn and Catherine Cole (2008), “Aging and Consumer Behavior,” in Handbook of Consumer Psychology (eds. Haugtvedt, Herr, and Kardes), Lawrence Erlbaum Associates.

Mantonakis, Antonia, Bruce Whittlesea and Carolyn Yoon (2008), “Consumer Memory, Fluency, and Familiarity,” in Handbook of Consumer Psychology, (eds. Haugtvedt, Herr, and Kardes), Lawrence Erlbaum Associates.

Book Chapters (continued) Schwarz, Norbert, Lawrence J. Sanna, Ian Skurnik, and Carolyn Yoon (2007), “Metacognitive Experiences and the Intricacies of Setting People Straight: Implications for Debiasing and Public Information Campaigns,” in Advances in Experimental Social Psychology, Volume 39, (ed. Mark Zanna), Academic Press.

Yoon, Carolyn, Cynthia P. May, and Lynn Hasher (2000), “Aging, Circadian Arousal Patterns, and Cognition,” in Cognitive Aging: A Student Primer, (eds. Park and Schwarz), Psychology Press.

Yoon, Carolyn, Cynthia P. May, and Lynn Hasher (1999), “Aging, Circadian Arousal Patterns, and Cognition,” in Cognition, Aging, and Self-Reports, (eds. Schwarz, Park, Knauper, and Sudman), Psychology Press.

Other Publications Karmarkar, Uma, Carolyn Yoon, and Hilke Plassmann (2015), “Marketers Should Pay Attention to fMRI,” Harvard Business Review, https://hbr.org/2015/11/marketers-should-pay-attention-tofmri.

Diehl, Kristin and Carolyn Yoon (2015), Advances in Consumer Research, Vol. 43, Duluth, MN:

Association for Consumer Research.

Yoon, Carolyn (2011), “Aging Consumers,” in Consumer Insights: Findings from Behavioral Research, (ed. Alba), Marketing Science Institute.

Gutchess, Angela H., Ting Luo, Carolyn Yoon, Trey Hedden, Qicheng Jing, Denise Park (2003). How Does Culture Affect Age-Related Changes in the Categorical Organization of Memory?

Abstract

published in The Clinical Neuropsychologist, 17, 88.

Working Papers under Review and in Revision

Genevsky, Alexander, Carolyn Yoon, and Brian Knutson, “When Brain Beats Behavior:

Neuroforecasting Crowdfunding Outcomes,” under review at Proceedings of the National Academy of Sciences.

Mourey, James A., Jenny G. Olson, and Carolyn Yoon, “It’s Smiling at Me: Satisfying Social Needs via Products at the Expense of Interpersonal Relationships,” invited for 3rd round review at Journal of Consumer Research.



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