Dr. Hye Jin Yoon
About: Hye Jin Yoon is an Associate Professor in the Department of Advertising and Public Relations at the University of Georgia. Her research expertise is in humor advertising and humor psychology, with growing interest in sustainable marketing and advertising.
Education
Ph.D., Mass Communication, University of Georgia
M.A., Mass Communication, University of Georgia
B.A., Mass Communication, Korea University
Research Interests and Activities
Yoon’s primary research interests are humor effects and schema incongruity processing in advertising. Other research interests include health and environmental issues in advertising and their impact on consumers and society, digital and social media advertising, and network and sentiment analysis. Her work has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Health Communication, and Journal of Current Issues & Research in Advertising, among others.
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.
Read MoreLee, 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 […]
Read MoreHye 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 […]
Read MoreHye 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 […]
Read MoreHye 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 […]
Read MoreJa 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 […]
Read MoreHye 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.
Read MoreHye Jin Yoon has been named an Associate Editor of the Journal of Advertising, effective June 2022.
Read MoreAbstract: 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 […]
Read MoreHye 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: […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreFaculty 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, […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreHye 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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MorePaper 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, […]
Read MoreTeaching Specialties
Dr. Yoon’s teaching interests including media planning, digital media, international advertising, consumer psychology, and quantitative research methods.
Experience
Prior to coming to UGA, Dr. Yoon has worked at SMU as a professor for nine years.
Awards and Fellowships
