Dr. Jin Ho Yun

I study how consumers form relationships and equity with brands by decoding their mindsets. Specifically, I am interested in unveiling the social-emotional components consumers form within brand communities, determining which brands track the “share of mind” in their memory and knowledge, and identifying which digital channels better foster brand or ad attractions. In a separate stream, I also study how consumers engage in their decision-making processes regarding AI searches, financial risk-taking, and investments.

I have a keen interest in diverse arrays of analyses, including surveys, large datasets, (scalable) neuroimaging, text mining, and field data. I thus adopt experimental designs, behavioral economics theories, cognitive neuroscience, and big data methods.

I am currently a postdoctoral research fellow working at the Marketing Department and Wharton Neuroscience Initiative, the Wharton School at the University of Pennsylvania. I obtained a Ph.D. at Sungkyunkwan University (SKKU) business school in Seoul. I was also the honored recipient of a Global Ph.D. Fellowship (GPF) funded by National Research Foundation of Korea (NRF: Total Grant: 130,000 USD / 5yrs).  

• Ph.D. in Business Administration - Marketing, Sungkyunkwan University (SKKU), Seoul

• Bachelor of Business (Hons), The University of Newcastle (UoN), Australia

• Bachelor of Business Administration, Sogang University, Seoul