Dr. Hye Jin Yoon

Lee, Yoon Joo, Hye Jin Yoon, Hae Yeon Seo, “The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Awareness Ads,” paper presented at AEJMC, Washington D.C. Aug. 7-10. […]

Kim, Hanyoung (PhD alum), Hye Jin Yoon, Jeong Yeob Han, Ja Kyung Seo (PhD student), and Youngjee Ko (PhD candidate), “The Order Effects of Humor and Risk Messaging Strategies in Public […]

Yoon, Hye Jin, Jongmin Lee (PhD student), Jeong Yeob Han, Youngjee Ko (PhD candidate), Hanyoung Kim (PhD alum), Youngji Seo (PhD alum), and Ja Kyung Seo (PhD student) (2023), “Using Humor […]

Youngji Seo (PhD alum), Hanyoung Kim (PhD alum), Youngjee Ko (PhD candidate), Hye Jin Yoon, Jeong Yeob Han, Jongmin Lee (PhD student) and Ja Kyung Seo (PhD student) (2023), “The Power […]

Grady faculty and graduate student presentations and involvement at the Annual Conference of the International Communication Association (ICA) in Toronto, Canada, included:   Charlotte Varnum did a pre-conference presentation on, […]

Hye Jin Yoon, “Experimental Designs in Practice: Humor Advertising Application,” invited guest lecture online in COMM 6300 Quantitative Research Methods, University of Houston, Houston, TX, February 20, 2023.

Lee, Yoon-Joo, Hye Jin Yoon, and Jinho Joo (forthcoming), “Role of fresh start mindset framing in reducing stigma and promoting mental health help-seeking behavior,” Journal of Consumer Behaviour. Abstract: One […]

Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun (PhD alum), and Jinho Joo (forthcoming), “Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in […]

Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]

Hye Jin Yoon, Yoon Joo Lee, Shuoya Sun (Ph.D. alumnus), and Jinho Joo, “Examining the Effectiveness of Retargeting Display Ads with Online Demarketing Campaigns: The Role of Browser Settings,” has been […]

Ja Kyung Seo (Ph.D. student), Hanyoung Kim (Ph.D. alumni), Youngjee Ko (Ph.D. candidate), Hye Jin Yoon, Jeong-Yeob Han, and Youngji Seo (Ph.D. alumni). “Are Interactive PSA Formats Always Good? Testing […]

Hye Jin Yoon, “Humor as a Buffer to Negativity in Advertising.” Invited lecture at the School of Journalism and Advertising, Southern Illinois University, Carbondale, IL, October 24, 2022. 

Hye Jin Yoon has been named an Associate Editor of the Journal of Advertising, effective June 2022.

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Hye Jin Yoon, Yan Huang, and Mark Yi-Cheon Yim (2022), “Native advertising relevance effects and the moderating role of attitudes toward social networking sites,” Journal of Research in Interactive Marketing.  Abstract: […]

Abstract: In this research, we seek to provide effective message strategies to communicate stigma associated health issues such as the human papillomavirus (HPV), by exploring the roles of humor, STD […]

Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing […]

Abstract: Research into the effects of femvertising on individuals and society is needed and the purpose of this study was to gauge the nature of the campaign ‘Always #LikeAGirl’, one […]

Faculty and doctoral graduates in the Department of Advertising and Public Relations in Grady College were the most visible authors or co-authors in the three leading peer-reviewed advertising research journals from 2008-2019, […]

Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]

Abstract: Humor 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 endeavor to see whether […]

Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]

Hye Jin Yoon and Jeong-Yeob Han has been awarded the Faculty Seed Grants in the Sciences Program ($9,720) through The Owens Institute for Behavioral Research (OIBR) for their proposed project Abstract: People have been found to […]

Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]

Abstract: Humor 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 endeavor to see whether […]

Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, […]