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EDUCATION
Ph.D. 2010
University of Georgia, Athens, GA
Major: Journalism and Mass Communication
Dissertation title: “Humorous Reappraisal of Threat Information in Advertising: The Effects of Humor and Involvement” (Dissertation Chair: Dr. Spencer Tinkham)
M.A., 2006
University of Georgia, Athens, GA
Major: Journalism and Mass Communication
Thesis title: “The Presence and Portrayal of Racial Minorities in Magazine Advertising” (Thesis Chair: Dr. Karen Whitehill King)
B.A., 2003
Korea University, Seoul, Korea
Major: Journalism and Mass Communication
EMPLOYMENT HISTORY
June 2019 - Current
Associate Professor, Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA
May 2016 – May 2019
Associate Professor, Temerlin Advertising Institute, Southern Methodist University, Dallas, TX
Aug. 2010 – May 2016
Assistant Professor, Temerlin Advertising Institute, Southern Methodist University, Dallas, TX
Aug. 2005 – May 2010
Teaching Assistant/Research Assistant, Department of Advertising and Public Relations, University of Georgia, Athens, GA
TEACHING
UGA - JRMC 8110 Advertising Media Planning (Graduate)
UGA - ADPR 3120 Media Strategy and Activation
UGA - ADPR 5741/7741 Integrated ADPR Campaigns (Undergraduate/Graduate)
UGA - ADPR 5740/7740 Advertising and Communication Campaigns (Undergraduate/Graduate)
SMU - ADV 6392 Quantitative and Qualitative Research (Graduate)
SMU - ADV 6374 International Advertising (Graduate)
SMU - ADV 6320 Digital Media Engagement Strategies (Graduate)
SMU - ADV 4374 International Advertising
SMU - ADV 4317 Consumer Behavior
SMU - ADV 3376 Advertising Media
SMU - ADV 2332 Digital Media Strategy 1
UGA - ADPR 3140 Advertising and Society
UGA - ADPR 3120 Media Planning
UGA - ADPR 3130 Advertising Research
RESEARCH
Publications (Peer-Reviewed)
Seo, Ja Kyung, Hye Jin Yoon, Hanyoung Kim, Jeong-Yeob Han (online, 2025), "Sequencing of Humor and Risk Information in Social Media Public Service Announcements on Vaccines: The Moderating Role of Vaccination Calculation," Journal of Social Marketing.
Seo, Ja Kyung, Hanyoung Kim, Hye Jin Yoon, Youngjee Ko, Jeong-Yeob Han, and Youngji Seo (online, 2025), "Are Interactive PSA Formats Always Effective? The Interaction between Empathy-Inducing Message Content, Carousel Formats, and Connectedness with Nature in Pro-Environmental Campaigns," International Journal of Advertising.
Seo, Ja Kyung, and Hye Jin Yoon (online, 2025), "Promoting Mindful Consumption through a Chatbot with an Experiential Mind," Journal of Consumer Marketing.
Ryoo, Yuhosua, Victoria Halfacre, Eunjion (Anna) Kim, and Hye Jin Yoon (online, 2025), "AI Chatbot Interventions in Combatting Marijuana Impaired Driving: The Role of Gender, Linguistic Style, and Hypocrisy Induction," International Journal of Advertising.
Yoon, Hye Jin, Yoon-Joo Lee, Youngjee Ko, and Jinho Joo (online, 2024), "The Effectiveness of Green Demarketing Campaigns: The Moderating Role of Corporate Social Responsibility Orientation," Marketing Intelligence & Planning.
Kim, Hanyoung, Hye Jin Yoon, Jeong-Yeob Han, Ja Kyung Seo, and Youngjee Ko (online, 2024), "The Order Effects of Humor and Risk Messaging Strategies in Public Service Advertisements: The Moderating Role of Trust in Science and Mediating Role of Psychological Reactance," International Journal of Advertising.
Yoon-Joo Lee, Hye Jin Yoon, Hae Yeon Seo (online, 2024), "The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Promotion Messages," Journal of Current Issues & Research in Advertising.
Han, Jeong-Yeob, Hanyoung Kim, Hye Jin Yoon, and Ja Kyung Seo (online, 2024), "How Do Individuals with Conspiracy Beliefs Respond to Humorous Public Service Announcements Promoting COVID-19 Vaccination? The Role of Scientific Consensus and Vaccine Confidence," International Journal of Communication.
Yoon, Hye Jin, Yoon-Joo Lee, and Shuoya Sun (2024), "Decoding Demarketing Advertising Effects Through the IMC Lens: The Role of Earned and Paid Media," International Journal of Advertising, 43 (8), 1366-1391.
Kim, Taeyeon, and Hye Jin Yoon (online, 2023), "The Effectiveness of Influencer Endorsements for Smart Technology Products: The Role of Follower Number, Expertise Domain and Trust Propensity," Journal of Product & Brand Management.
Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, Jeong Yeob Han, Jongmin Lee and Ja Kyung Seo (online, 2023), “The Power of “Likes”: The Effects of “Liked By” and Number of Likes Cues on Perceived Descriptive Norms and Behavioral Intention to Receive the Flu Vaccine,” Journal of Marketing Communications.
Yoon, Hye Jin, Jongmin Lee, Jeong Yeob Han, Youngjee Ko, Hanyoung Kim, Youngji Seo, and Ja Kyung Seo (online, 2023), "Using Humor to Increase COVID-19 Vaccination Intention for the Unvaccinated: The Moderating Role of Trust in Government," Journal of Consumer Behaviour.
Youngjee Ko, Hanyoung Kim, Youngji Seo, Jeong Yeob Han, Yoon, Hye Jin, Jongmin Lee, and Ja Kyung Seo (online, 2023), "The Persuasive Effects of Social Media Narrative PSAs on COVID-19 Vaccination Intention Among Unvaccinated Young Adults: The Mediating Role of Empathy and Psychological Reactance," Journal of Social Marketing.
Yoon, Hye Jin, Yoon-Joo Lee, Shuoya Sun, and Jinho Joo (online, 2023), "Does Congruency Matter for Online Green Demarketing Campaigns? Examining the Effects of Retargeting Display Ads Embedded in Different Browsing Contexts," Journal of Research in Interactive Marketing.
Lee, Yoon-Joo, Hye Jin Yoon, and Jinho Joo (2023), "Role of Fresh Start Mindset Framing in Reducing Stigma and Promoting Mental Health Help-Seeking Behavior," Journal of Consumer Behaviour, 22 (3), 529-781.
Yoon, Hye Jin, Yan Huang, and Mark Yi-Cheon Yim (2023), "Native Advertising Relevance Effects and the Moderating Role of Attitudes toward Social Networking Sites," Journal of Research in Interactive Marketing, 17 (2), 215-231.
Yoon, Hye Jin, Eunjin (Anna) Kim, and Sung In Choi (2023), "Will Humor Increase the Effectiveness of Human Papillomavirus (HPV) Advertising? Exploring the Role of Humor, STD Information, and Knowledge," Journal of Marketing Communications, 29 (5), 491-509.
Yoon, Hye Jin, and Mina Lee (2023), "A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube," Journal of Gender Studies, 32 (5), 415-426.
Yoon, Hye Jin, Yan Huang, and Taeyeon Kim (online, 2022), "The Role of Relevancy in Native Advertising on Social Media," International Journal of Advertising, 42 (6), 972-999.
Yongwoog Andrew Jeon, Yuhosua Ryoo, and Hye Jin Yoon (online, 2022), "Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior," Journal of Advertising.
Huang, Yan, and Hye Jin Yoon (2022), "Prosocial Native Advertising on Social Media: Effects of Ad-Context Congruence, Ad Position, and Ad Type," Journal of Social Marketing, 12 (2), 105-123.
Joo, Jinho, Yoon Joo Lee, and Hye Jin Yoon (2022), "Interdependent Self-Construal and Number of Twitter Followers: Consumer Responses to Alcohol Industry Corporate Social Responsibility (CSR) Campaign on Twitter," International Journal of Advertising, 41 (6), 1095-1120.
Kim, Hanyoung, Youngji Seo, Hye Jin Yoon, Jeong-Yeob Han, and Youngjee Ko (2021), "The Effects of User Comment Valence of Facebook Health Messages on Intention to Receive the Flu Vaccine: The Role of Pre-existing Attitude Toward the Flu Vaccine and Psychological Reactance," International Journal of Advertising, 40 (7), 1187-1208.
Yoon, Hye Jin, Sukki Yoon, Srdan Zdravkovic, Ivana Kursan Milakovic, Dario Miocevic, and Yung Kyun Choi (2021), "Comedic Violence in Advertising: Cultural Third-Person Effects among U.S., Korean, and Croatian Consumers," International Journal of Advertising, 40 (7), 1047-1072.
de Gregorio, Federico, Alexa Fox, and Hye Jin Yoon* (2021), "Pseudo-reviews: Conceptualization and Consumer Effects of a New Online Phenomenon," Computers in Human Behavior, 114, 106545 (*equal contribution among authors).
Lee, Yoon Joo, Hye Jin Yoon, and Nicole O'Donnell, (2020), "The Effect of Number of Follower Cues and Organization Type on Perceived Social Norm Responses to CSR Campaigns on Social Media: A Gender Comparison," Journal of Interactive Advertising, 20 (3), 225-239.
Lee, Mina, and Hye Jin Yoon (2020), "When Brand Activism Advertising Campaign Goes Viral: An Analysis of Always #LikeAGirl Video Networks on YouTube," International Journal of Advanced Culture Technology, 8 (2), 146-158 (South Korean journal).
Mayer, James Mark, Piyush Kimar, and Hye Jin Yoon (2019), "Does Sexual Humor Work on Mars, but Not on Venus? An Exploration of Consumer Acceptance of Sexually Humorous Advertising," International Journal of Advertising, 38 (7), 1000-1024.
Yoon, Hye Jin, and Yoon Joo Lee (2019), "Gender Differences in Arousal Priming Effects on Humor Advertising," International Journal of Advertising, 38 (3), 383-404.
Yoon, Hye Jin (2018), "Creating the Mood for Humor: Arousal Level Priming in Humor Advertising," Journal of Consumer Marketing, 35 (5), 491-501.
Yoon, Hye Jin, and Carrie La Ferle (2018), "Saving Behavior Messaging: Gain/Loss Framing, Self/Family Orientations, and Individual Differences in Collectivism," Journal of Advertising, 47 (2), 146-160.
Lee, Yoon Joo, Hye Jin Yoon, and Nicole O’Donnell (2018), “The Effects of Information Cues on Perceived Legitimacy of Corporate Social Responsibility Initiatives on Social Networking Sites,” Journal of Business Research, 83, 202-214.
Yoon, Hye Jin (2018), "Using Humor to Increase Effectiveness of Shameful Health Issue Advertising: Testing the Effects of Health Worry Level," International Journal of Advertising, 37 (6), 914-936.
Yoon, Hye Jin, and Hongmin Ahn (2018), "The Role of Dark Triad Personality in Comedic Violence Ads," Journal of Practical Research in Advertising and Public Relations, 11 (2), 180-195 (South Korean journal).
Kim, Yeo Jung, and Hye Jin Yoon (2017), "Predicting Green Advertising Attitude and Behavioral Intention in South Korea," Social Behavior and Personality, 45, 1345-1364.
Yoon, Hye Jin (2017), “Motivating Savings Behavior with Public Service Advertisements: Using Social Norms and Benefit Information to Encourage Savings,” Journal of Nonprofit & Public Sector Marketing, 29 (2), 148-168.
Yoon, Hye Jin, Carrie La Ferle, and Steven M. Edwards (2017), “Norm Effects on Gender in Social Marketing Advertising Campaigns Promoting Savings Behavior,” Journal of Current Issues & Research in Advertising, 38 (1), 1-16.
Weinberger, Marc, Kunal Swani, Hye Jin Yoon, and Chuck Gulas (2017), “Understanding Responses to Comedic Advertising Aggression: The Role of Vividness and Gender Identity,” International Journal of Advertising, 36 (4), 562-587.
Muralidharan, Sidharth, Hye Jin Yoon, Yongjun Sung, Jessica Miller, and Arturo Lee (2017), “Following the Breadcrumbs: Analyzing Online Product Review Characteristics by Online Shoppers,” Journal of Marketing Communications, 23 (2), 113-134.
Yoon, Hye Jin, and Yeuseung Kim (2016), “The Effects of Norm Beliefs and Age on Responses to Comedic Violence Advertising,” Journal of Current Issues & Research in Advertising, 37 (2), 131-145.
Yoon, Hye Jin, Carrie La Ferle, and Steven M. Edwards (2016), “A Normative Approach to Motivating Savings Behavior: The Moderating Effects of Attention to Social Comparison Information,” International Journal of Advertising, 35 (5), 799-822.
Yoon, Hye Jin, and Yeo Jung Kim (2016), “Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model,” Journal of Promotion Management, 22 (1), 49-70.
Yoon, Hye Jin (2015), “Comedic Violence in Advertising: The Role of Normative Beliefs and Intensity of Violence,” International Journal of Advertising, 35 (3), 519-539.
Yoon, Hye Jin (2015), “Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation,” Journal of Advertising, 44 (2), 126-139.
Yoon, Hye Jin (2015), “Emotional and Cognitive Responses to Non-Humorous and Humorous Threat Persuasion Advertisements,” Journal of Current Issues & Research in Advertising, 36, 52-69.
Yoon, Hye Jin, and James M. Mayer (2014), “Do Humour and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humourous Threat Persuasion Advertisements,” International Journal of Advertising, 33 (4), 725-740.
Yoon, Hye Jin, and Yeuseung Kim (2014), “The Moderating Role of Gender Identity in Responses to Comedic Violence in Advertising,” Journal of Advertising, 43 (4), 382-396.
Kim, Yeuseung, and Hye Jin Yoon (2014), “What Makes People "Like" Comedic Violence Advertisements? A Model for Predicting Attitude and Sharing Intention,” Journal of Advertising Research, 54 (2), 217-232.
Paek, Hye-Jin, Hye Jin Yoon, Mina Lee, Hoyoung Ahn, Leonard Reid (2014), “Implicit Health Information in Cigarette Advertisements for Youth- and Adult-Oriented Brands between the Pre- and Post-Master Settlement Agreement Eras,” Health Communication Research, 9, 1-42 (South Korean journal).
Kim, Jooyoung, and Hye Jin Yoon (2013), “Association Ambiguity in Brand Extension,” Journal of Advertising, 42 (4), 358-370.
Yoon, Hye Jin (2013), “Understanding Schema Incongruity as a Process in Advertising: Review and Future Recommendations,” Journal of Marketing Communications, 19 (5), 360-376.
Yoon, Hye Jin, and Spencer Tinkham (2013), “Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement,” Journal of Advertising, 42 (1), 30-41.
Han, Jeong-Yeob, Junghyun Kim, Hye Jin Yoon, Minsun Shim, Fiona McTavish, and David Gustafson (2012), “Social and Psychological Determinants of Levels of Engagement with an Online Breast Cancer Support Group: Posters, Lurkers, and Non-Users,” Journal of Health Communication, 17 (3), 356-371.
Paek, Hye-Jin, Hye Jin Yoon, and Thomas Hove (2011), “Not All Nutrition Claims Are Perceived Equal: Anchoring Effects and Moderating Mechanisms in Food Advertising,” Health Communication, 26 (2), 159-170.
Choi, Hojoon, Hye Jin Yoon, Hye-Jin Paek, and Leonard N. Reid (2011), “‘Thinking and Feeling’ Products and ‘Utilitarian and Value-Expressive’ Appeals in Contemporary TV Advertising: A Content Analytic Test of Functional Matching and the FCB Model,” Journal of Marketing Communications, 18 (2), 91-111.
Kim, Jooyoung, Hye Jin Yoon, and Sunyoung Lee (2010), “Integrating Advertising and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attribute Consistency,” Journal of Advertising, 39 (1), 97-113.
Yoon, Hye Jin, Hye-Jin Paek, Hoyoung Ahn, and Hojoon Choi (2010), “Are Food Ads Healthy? Examination of Television Food Advertising on Health Claims and Persuasion Strategies,” Health Communication Research, 1 (1) (South Korean journal).
Yoon, Hye Jin (2010), “Engaging in Risk-Involved Online Activities: Recognizing the Impact of Knowledge and Experience,” Web Journal of Mass Communication Research, 19 (1).
Yu, Hyunjae, Karen Whitehill King, and Hye Jin Yoon (2010), “How Much are Health Websites Influenced by Culture? Content Analysis of Online Diet Programs in the United States, United Kingdom, and Korea,” Journal of Promotion Management, 16, 331-359.
Book Chapters
Yoon, Hye Jin (2014), “Advertising, Effectiveness of Humor,” in Encyclopedia of Humor Studies, Salvatore Attardo, ed., Thousand Oaks, CA: SAGE Publications, Inc., 12-15.
Conference Papers
Ko, Youngjee, Hanyoung Kim, Youngji Seo, Jeong-Yeob Han, Hye Jin Yoon, Jongmin Lee, and Jakyung Seo, “The Persuasive Effects of Narrative PSAs on COVID-19 Vaccination Intention: The Mediating Role of Empathy and Psychological Reactance,” accepted at the International Communication Association Annual Conference, Paris, France, May 2022.
Lu, Xuerong, Haley Hatfield, Shuoya Sun, Youngji Seo, Solyee Kim, Sung In Choi, Wenqing Zhao, Jeffrey Duncan, Hye Jin Yoon, Bart Wojdynski, Glenna Read, “Gaining Insights into Effects Appeals for COVID-19 Vaccine Messages Targeting 18-23 Year Old College Students,” accepted at the International Communication Association Annual Conference, Paris, France, May 2022.
Yoon, Hye Jin, Yoon Joo Lee, and Shuoya Sun, “Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts,” accepted at the American Academy of Advertising, St. Petersburg, FL, March 2022.
Hanyoung Kim, Youngji Seo, Hye Jin Yoon, Jeong Yeob Han, and Youngjee Ko, "The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance," accepted at the American Academy of Advertising Conference, San Diego, CA, March 26-29, 2020.
Yongwoog, Jeon, Yuhosua Ryoo, Hye Jin Yoon, "Skip My Empathy: Impact of Goal and Emotion on Ad-Skipping Rate and ad Effectiveness," accepted at the Association for Consumer Research Conference, Atlanta, GA, October 17-20, 2019.
Jinho Joo, Yoon-Joo Lee, and Hye Jin Yoon, “Independent Self-Construal and System-Generated Cues: Causal Attribution in Corporate Social Responsibility Campaigns,” accepted at the Association for Education in Journalism and Mass Communication Conference, Toronto, Canada, August 7-10, 2019.
Lee, Mina, and Hye Jin Yoon, "When Brand Activism Advertising Campaign Goes Viral: An Analysis of Always #LikeAGirl Video Networks on YouTube," accepted at the American Academy of Advertising Conference, Dallas, TX, March 28-31, 2019.
Huang, Yan, and Hye Jin Yoon, "Pro-social Native Advertising On Social Media: The Impact of Ad Relevance and Ad Type," accepted at the American Academy of Advertising Conference, Dallas, TX, March 28-31, 2019.
Yoon, Hye Jin, "Humor Style Differences between United States and South Korea and Its Implications for Business and Marketing Communication," accepted at the Summer American Marketing Association Conference, Boston, MA, August 8-10, 2018.
Yoon, Hye Jin, and Yoon Joo Lee, "Gender Differences in Arousal Prime Effects on Humor Advertising," accepted at the American Academy of Advertising Conference, New York, NY, March 22-25, 2018.
Yoon, Hye Jin, and Hongmin Ahn, “When Two Worlds Collide - The Dark Triad Personality and the Humor in Comedic Violence Ads,” accepted at the American Academy of Advertising Global Conference, Tokyo, Japan, July 6-9, 2017.
Peng, Ziyi (Rachel), and Hye Jin Yoon, “The Interaction Effect between Music and Message Frame in Public Service Advertisements: A Congruity Approach,” accepted at the International Conference on Research in Advertising (ICORIA), Ghent, Belgium, June 29-July 1, 2017.
Yoon, Hye Jin, and Carrie La Ferle, “Saving Behavior Messaging in the United States: Gain-Loss Framing, Self-Family Orientations, and Individual Differences in Collectivism,” accepted at the American Academy of Advertising Conference, Boston, MA, March 23-26, 2017.
Federico de Gregorio*, Alexa Fox*, and Hye Jin Yoon*, “Pseudo-Reviews: Conceptualization and Consumer Effects of a New Online Phenomenon,” accepted at the Society for Consumer Psychology Conference, San Francisco, CA, February 16-18, 2017, (*These authors contributed equally to this work).
Yoon, Hye Jin, and Yongjun Sung, “Creating the Mood for Humor: A Gender Identity Perspective,” accepted at Association for Consumer Research Conference, Berlin, Germany, October 27-30, 2016.
Yoon, Hye Jin, and Eunjin (Anna) Kim, “Humor Effects in Advertising on Human Papillomavirus (HPV): The Role of Information Salience, Humor Level, and Objective Knowledge,” accepted at the Association for Education in Journalism and Mass Communication Conference, Minneapolis, MN, August 4-7, 2016.
Yoon, Hye Jin, “Creating the Mood for Humor: The Effects of Arousal Mood States in Humor Advertising,” accepted at the American Academy of Advertising Conference, Seattle, WA, March 17-20, 2016.
James Mark Mayer, and Hye Jin Yoon, “Exploring Complexities of Need for Humor’s Effect in Efficacy of Humorous Threat Persuasion Advertising,” accepted at the Society for Marketing Advances Conference, San Antonio, TX, November 3-7, 2015.
Yoon, Hye Jin, “Responses to Humor in Shame-Inducing Health Issue Advertisements with the Effects of Health Worry Levels,” accepted at the Association for Consumer Research Conference, New Orleans, LA, October 1-4, 2015.
Yoon, Hye Jin, “Using Humor to Increase Persuasion of Shameful Health Issue Advertising: Testing the Effects of Individual’s Health Worry Levels,” accepted at the Association for Education in Journalism and Mass Communication Conference, San Francisco, CA, August 6-9, 2015.
Yoon, Hye Jin, “Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation,” accepted at the American Academy of Advertising Conference, Chicago, IL, March 26-29, 2015.
Yoon, Hye Jin, “Humor Effects in Shame-Inducing Health Issue Advertising,” accepted at the North East Texas Humor Research Conference, Dallas, TX, February 20-22, 2015.
Yoon, Hye Jin, “The Effects of Norm Beliefs and Violence Intensity on Responses to Comedic Violence Advertising,” accepted at the National Communication Association Conference, Chicago, IL, November 20-23, 2014.
Yoon, Hye Jin, “Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model,” accepted at the National Communication Association Conference, Chicago, IL, November 20-23, 2014.
Yoon, Hye Jin, and Carrie La Ferle, “Norm Effects on Gender in Social Marketing Campaigns Promoting Savings Behavior,” accepted at the Association for Consumer Research Conference, Baltimore, MD, October 23-26, 2014.
Yoon, Hye Jin, “Motivating Savings Behavior in PSAs: The Effect of Social Norms and the Moderating Role of Financial Responsibility,” accepted at the Association for Education in Journalism and Mass Communication Conference, Montréal, Canada, August 6-9, 2014.
Mayer, James Mark, and Hye Jin Yoon, “Does Sexual Humor Work on Mars, But Not on Venus?” accepted at the Academy of Marketing Science Conference, Indianapolis, IN, May 21-May 23, 2014.
Yoon, Hye Jin, and Carrie La Ferle, “Normative Approach to Motivating Savings Behavior: The Moderating Effects of Attention to Social Comparison Information,” accepted at the American Academy of Advertising Conference, Atlanta, GA, March 27-30, 2014.
Yoon, Hye Jin, “Humor Style Differences in Communication between Korea and the United States,” accepted at the North East Texas Humor Research Conference, Rockwall, TX, February 21-23, 2014.
Yoon, Hye Jin, “The Effects of Norm Beliefs and Violence Intensity on Responses to Comedic Violence Advertising,” accepted at the North East Texas Humor Research Conference, Rockwall, TX, February 21-23, 2014.
Yoon, Hye Jin, and Yeuseung Kim, “Responses to Comedic Violence Advertising: Norm Beliefs and Age Effects,” accepted at the Association for Consumer Research Conference, Chicago, IL, October 3-6, 2013.
Kim, Yeuseung, and Hye Jin Yoon, “This Ad is Funny, But Will I Share It?” accepted at the Association for Consumer Research Conference, Chicago, IL, October 3-6, 2013.
Kim, Yeuseung, and Hye Jin Yoon, “Characteristics of Consumers Favorable to Comedic Violence in Viral Ads,” accepted at the American Academy of Advertising Conference, Albuquerque, NM, April 4-7, 2013.
Yoon, Hye Jin, and Yeuseung Kim, “The Moderating Role of Masculinity in Responses to Comedic Violence Advertising” accepted at the North East Texas Humor Research Conference, Dallas, TX, February 22-24, 2013.
Yoon, Hye Jin, and Spencer F. Tinkham, "Humorous Reappraisal of Threat in Advertising: Humor, Threat Intensity, and Past Experience Effects," accepted at the American Academy of Advertising Conference, Myrtle Beach, SC, March 15-18, 2012.
Yoon, Hye Jin, and James Mark Mayer, “Do Humor and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humorous Threat Persuasion Advertisements,” accepted at the Winter Marketing Educator’s Conference, St. Petersburg, FL, February 17-19, 2012.
Mayer, James Mark, and Hye Jin Yoon, “Does Sexual Humor Work on Mars, But Not on Venus?” accepted at the Winter Marketing Educator’s Conference, St. Petersburg, FL, February 17-19, 2012.
Kim, Yeo Jung, and Hye Jin Yoon, “Predicting Green Advertising Attitude and Behavior in South Korea: Utilizing a Modified HBM,” accepted at the American Academy of Advertising Asia-Pacific Conference, Brisbane, Australia, June, 2011.
Han, Jeong-Yeob, Junghyun Kim, Hye Jin Yoon, Minsun Shim, and Fiona McTavish, “Who Engages More and Why? Testing Two Explanations for Participation in an Online Cancer Support Group” accepted at the International Communication Association Conference (TOP 3 Faculty Paper), Boston, MA, May, 2011.
Minsun Shim, Junghyun Kim, Han, Jeong-Yeob, Hye Jin Yoon, and Fiona McTavish, “Personal and Social Resources, Approach Coping, and Quality of Life: An Integrative Framework with Women with Breast Cancer,” accepted at the International Communication Association Conference, Boston, MA, May, 2011.
Yoon, Hye Jin, and Spencer F. Tinkham, “Humorous Reappraisal of Threat in Advertising: Humor, Threat Intensity, and Past Experience Effects,” accepted at the American Academy of Advertising Conference, Mesa, AZ, April, 2011.
Han, Jeong-Yeob, Junghyun Kim, Hye Jin Yoon, Minsun Shim, Fiona McTavish, and David Gustafson, “Social and Psychological Determinants of Levels of Engagement with an Online Breast Cancer Support Group: Posters, Lurkers, and Non-Users,” presented at the Kentucky Conference on Health Communication Conference, Lexington, KY, April, 2010.
Yoon, Hye Jin, and Spencer F. Tinkham, “Does Humor Go Well with Threat? The Effects of Humor and Issue Involvement in Public Service Announcements,” presented at the American Academy of Advertising Conference, Minneapolis, MN, March, 2010.
Paek, Hye-Jin, Hye Jin Yoon, Mina Lee, Hoyoung Ahn, Leonard Reid, “Implicit Health Information in Cigarette Advertisements for Youth- and Adult-Oriented Brands between the Pre- and Post-Master Settlement Agreement Eras,” presented at the American Academy of Advertising Conference, Minneapolis, MN, March, 2010.
Kim, Jooyoung, Hye Jin Yoon, Yong Joo Choi, “Association Ambiguity Analysis for Developing Brand Extension Marketing Strategies,” presented at the American Academy of Advertising Conference, Minneapolis, MN, March, 2010.
Yoon, Hye Jin, “Differences in Emotional and Cognitive Responses between Non-Humorous and Humorous Public Service Advertisements,” presented at the Association for Education in Journalism and Mass Communication Conference, Boston, MA, August, 2009.
Paek, Hye-Jin, and Hye Jin Yoon, “Not All Comparative Nutrient Claims Are Perceived Equal: Consequences of Anchoring Effects and Moderating Mechanisms in Food Advertising,” presented at the American Academy of Advertising Conference, Cincinnati, OH, March, 2009.
Yoon, Hye Jin, “Understanding Schema Incongruity as a Process in Advertising: Review and Future Recommendations,” presented at the American Academy of Advertising Conference, San Mateo, CA, March, 2008.
Yoon, Hye Jin, “Engaging in Risk-involved Online Activities: Recognizing the Impact of Knowledge and Experience,” presented at the American Academy of Advertising Conference, San Mateo, CA, March, 2008.
Yoon, Hye Jin, Hye-Jin Paek, Hoyoung Ahn, and Hojoon Choi, “Are Food Ads Healthy? Examination of Television Food Advertising on Health Claims and Persuasion Strategies,” presented at the American Academy of Advertising Conference, San Mateo, CA, March, 2008.
Kim, Jooyoung, Hye Jin Yoon, and Sunyoung Lee, “Integrating Advertising and Publicity: The Effects of Exposure Sequence, Publicity Valence and Product Attribute Consistency,” presented at the American Academy of Advertising Conference, San Mateo, CA, March, 2008.
Choi, Jongsuk, Hye Jin Yoon, Hana Kim, and Jooyoung Kim, “Publication Productivity and Topic Trends of Asian Countries in Three Leading U.S. Advertising Journals from 1996 to 2005,” presented at the American Academy of Advertising Asia-Pacific Conference, Seoul, Korea, May, 2007.
Yoon, Hye Jin, and Karen Whitehill King, “The Presence and Portrayal of Racial Minorities in Magazine Advertising,” presented at the American Academy of Advertising Conference, Burlington, VT, April, 2007.
Choi, Jongsuk, Hye Jin Yoon, Hana Kim, and Jooyoung Kim, “Publication Productivity and Topic Trends in Advertising Research: 1996 through 2005,” presented at the Association for Education in Journalism and Mass Communication Conference, San Francisco, CA, August, 2006.
HONORS AND AWARDS
Arthur W. Page Center's Page/Johnson Legacy Scholar Grant, 2024
UGA Career Center Faculty Recognition, February 2022, 2023
UGA Faculty Seed Grant in the Sciences Program, 2021
Journal of Interactive Advertising Best Reviewer Award, 2019
Sam Taylor Fellowship Award, 2018
SMU University Research Council Research Grant, April, 2018
Journal of Advertising Best Reviewer Award, 2018
SMU Meadows Summer Research Fellowship, 2018
SMU University Research Council Research Grant, January, 2018
Sam Taylor Fellowship Award, 2017
SMU Meadows Faculty Development Research Grant, October, 2017
SMU Temerlin Advertising Institute Service Award, April, 2017
SMU Meadows Summer Research Fellowship, 2017
SMU Meadows Faculty Development Travel Grant, March, 2017, AAA Boston, MA
SMU Meadows Faculty Development Travel Grant, February, 2017, SCP San Francisco, CA
Sam Taylor Fellowship Award, 2016
SMU University Research Council Travel Grant, October, 2016, ACR Berlin, Germany
SMU Meadows Faculty Development Travel Grant, August, 2016, AEJMC Minneapolis, MN
SMU Temerlin Advertising Institute Scholar of the Year Award, April, 2016
SMU Meadows Summer Research Fellowship, 2016
SMU Meadows Faculty Development Travel Grant, March, 2016, AAA Seattle, WA
Sam Taylor Fellowship Award, 2015
SMU Meadows Faculty Development Travel Grant, October, 2015, ACR New Orleans, LA
SMU Meadows Faculty Development Travel Grant, April, 2015, AEJMC San Francisco, CA
SMU Meadows Summer Research Fellowship, 2015
SMU Meadows Faculty Development Travel Grant, January, 2015, AAA Chicago, IL
Sam Taylor Fellowship Award, 2014
SMU Meadows Faculty Development Travel Grant, September, 2014, NCA Chicago, IL
SMU Meadows Faculty Development Travel Grant, April, 2014, AEJMC, Montreal, Canada
SMU Meadows Summer Research Fellowship, 2014
SMU Post-3rd Year Faculty Leave, Fall 2013
SMU Meadows Summer Research Fellowship, 2013
Sam Taylor Fellowship Award, 2012
SMU Temerlin Advertising Institute Research Grant, October, 2012
SMU Meadows Faculty Development Travel Grant, December, 2012, AAA Albuquerque, NM
SMU Meadows Faculty Development Research Grant, September, 2012
SMU Meadows Faculty Development Travel Grant, January, 2012, AAA Myrtle Beach, SC
SMU Meadows Faculty Development Research Grant, April, 2011
SMU Meadows Summer Research Fellowship, 2011
SMU Meadows Faculty Development Travel Grant, December, 2010, AAA Phoenix, AZ
SMU Meadows Faculty Development Travel Grant, December, 2010, AAA-Asia Brisbane, Australia
Kappa Tau Alpha, National Honor Society in Journalism and Mass Communication, 2010
Outstanding Teaching Assistant, Grady College, University of Georgia, Athens, GA, 2010
American Academy of Advertising Dissertation Competition Award, $1,600, 2010
Broun Dissertation Research Fund, University of Georgia, Athens, GA, $1,000, 2009
Teaching Assistantship, University of Georgia, Athens, GA, Fall 2005 – Summer 2010
First Class Honors, Korea University, Seoul, Korea, Fall 2001, Spring 2002, Fall 2003
Scholarship, Hankuk University of Foreign Studies, Seoul, Korea, Fall 2000, Spring 2001
PROFESSIONAL ASSOCIATION MEMBERSHIP (Current & Past)
American Academy of Advertising
Society for Consumer Psychology
Association for Consumer Research
European Advertising Academy
Association for Education in Journalism and Mass Communication
International Communication Association
National Communication Association
Korean American Communication Association
SCHOLARLY EDITORIAL ACTIVITIES
Special Issue Guest Editor
International Journal of Advertising: Increasing the Effectiveness of Health Communication Advertising
Journal of Interactive Advertising: Brand Activism on Digital and Interactive Media
Associate Editor
Journal of Advertising (2022-Current)
International Journal of Advertising (2021-2022)
Editorial Review Board Member
International Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Journal of Current Issues & Research in Advertising
Ad Hoc Reviewer
Academic Journals
Journal of Business Research
Journal of Cross-Cultural Psychology
Journal of Consumer Affairs
HUMOR: International Journal of Humor Research
Annals of the International Communication Association
Journal of Broadcasting & Electronic Media
Journal of Marketing Communications
Journal of Promotion Management
Human Communication Research
Journal of Health Communication
Communication Monographs
Nonprofit and Voluntary Sector Quarterly
Telematics and Informatics
Conferences
American Academy of Advertising Conference
American Academy of Advertising Global Conference
AMA Winter Marketing Educators' Conference
Association for Consumer Research Conference
Society for Consumer Psychology Conference
International Communication Association
International Conference on Research in Advertising (ICORIA)
National Communication Association Conference
Association for Education in Journalism and Mass Communication Conference
SERVICES
American Academy of Advertising, Vice President, 2023-2024
Chair of the Annual Fitzco Google Ads Certification Program at UGA, Athens, GA, 2023-Current
University Program Review and Assessment Committee (PRAC), UGA, Athens, 2023-Current
Advertising Assistant Professor Search Committee, UGA, Athens, 2022-2023
Grady Executive Committee, UGA, Athens, 2022-2023
Grady Scholarship Committee, UGA, Athens, GA, 2022-2024
American Academy of Advertising, Publications Committee, 2018-2022
Post-Promotion Review Committee, UGA, Athens, Spring 2019
Institutional Review Board (IRB) Member, SMU, Dallas, TX, 2018-2019
Faculty Senate Ethics and Tenure Committee, SMU, Dallas, TX, 2016-2019
Undergraduate Curriculum Committee Chair, SMU, Dallas, TX, 2012-2019
TAI Curriculum Assessment Committee Chair, SMU, Dallas, TX, 2011-2019
Provost's Emerging Leader Seminar Series Member, SMU, Dallas, TX, Fall 2017
Cultural Intelligence Committee Editorial Board Member, SMU, Dallas, TX, 2016-2017
Meadows School Promotion and Tenure Review Committee, SMU, Dallas TX, 2016
Tenure-Track Faculty Search Committee Chair, SMU, Dallas, TX, 2016
Creative Lecturer Faculty Search Committee Chair, SMU, Dallas, TX, 2016
American Academy of Advertising, Strategic Planning Committee, 2016-2017
American Academy of Advertising, International Advertising Education Committee, 2015-2017
American Academy of Advertising, Research Committee, 2015
TAI Brown Bag Organizer, Fall 2015-Spring 2016
Tenure-Track Faculty Search Committee Chair, SMU, Dallas, TX, 2014
TAI/Ad Age AAA White Paper Competition Committee Chair, 2012
University Council on General Education, SMU, Dallas, TX, 2011-2012
- Review of the University Curriculum
Meadows Academic Policies Committee, SMU, Dallas, TX, 2011-2012
- Monitoring the Meadows curriculum and interdisciplinary academic programs
Tenure-Track Faculty Search Committee Member, SMU, Dallas, TX, 2011
Dean’s Faculty Advisory Board, SMU, Dallas, TX, 2010-2011
- Advising the school dean on policy matters
Student Curriculum Advising, SMU, Dallas, TX, 2010-2019
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