Gunwoo Yoon

Dr. Yoon completed his Ph.D. at University of Illinois. His current research focuses on information processing aspects of persuasion. He is particularly interested in an embodied cognitive approach, which is relevant to various areas of advertising and consumer research (e.g., when, why, and how bodily experiences at the point of choice affect judgment and decision-making). His other research interests lie at the intersection of consumer behavior and virtual environments; here his goals are to incorporate the impacts of digitization to consumer and advertising research and to provide an understanding of human decision making processes in today’s technological environment.