Dr. Hye Jin Yoon

Associate Professor, Advertising, Advertising and Public Relations

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.

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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.

Humor as a Buffer to Negativity in Advertising Hye Jin Yoon

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. 

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Journal of Advertising Hye Jin Yoon

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

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Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior Hye Jin Yoon

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 […]

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Native advertising relevance effects and the moderating role of attitudes toward social networking sites Hye Jin Yoon

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: […]

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Will humor increase the effectiveness of human papillomavirus (HPV) advertising? Exploring the role of humor, STD information, and knowledge Hye Jin Yoon and Sung In Choi

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 […]

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Gaining insights into effects appeals for COVID-19 vaccine messages targeting 18-23 year old college students Xuerong Lu, Shuoya Sun, Youngji Seo, Solyee Kim, Sung In Choi, Wenqing Zhao, Jeffrey Duncan, Hye Jin Yoon, Bartosz Wojdynski & Glenna Read Read More
Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts Shuoya Sun and Hye Jin Yoon

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 […]

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A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube Hye Jin Yoon

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 […]

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Study finds Grady College Advertising/Public Relations excels in advertising research productivity. Hye Jin Yoon, Karen Whitehill King & Nathaniel J. Evans

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, […]

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Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

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 […]

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Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

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 […]

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). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter Hye Jin Yoon

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 […]

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Seeking Effective Advertising Appeals for Adults Who are Hesitant to COVID-19 Vaccination: The Role of Humor, Social Norm, and Threat Information Hye Jin Yoon and Jeong-Yeob Han

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 […]

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Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

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 […]

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Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

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 […]

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The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance Hanyoung Kim, Youngji Seo, Hye Jin Yoon & Jeong-Yeob Han

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, […]

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Teaching 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

Journal of Interactive Advertising Best Reviewer Award, 2019
Journal of Advertising Best Reviewer Award, 2018
Sam Taylor Fellowship Award, 2012, 2014-2018
ICA Communication and Technology Division, Top Three Faculty Paper, 2011
American Academy of Advertising Dissertation Award, 2010
In the News

Grady researchers explore the effectiveness of humor in STD advertising

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