Author

Heeyoung Yoon

Institution: Bocconi University

Observed institutions: Yonsei University, New York University, Bocconi University

ORCID: 0000-0003-3789-3968

Observed ORCID: 0000-0003-3789-3968

OpenAlex ID: A5089709393

Adding is favoured over subtracting in problem solving

2021 · Tom Meyvis, Heeyoung Yoon · Nature · 18

Consuming Regardless of Preference: Consumers Overestimate the Impact of Liking on Consumption

2024 · Heeyoung Yoon, Tom Meyvis · Journal of Consumer Research · 17

It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotion

2014 · Heeyoung Yoon, Dae Ryun Chang, et al. · Journal of Global Scholars of Marketing Science · 3

When You Think More Leads to Less: The Erroneous Belief That Adding Unattractive Items Will Reduce Consumption

2021 · Heeyoung Yoon, Tom Meyvis · SSRN Electronic Journal

What Are Friends for: Shifting the Focus of Social Relationships to Their Instrumentality as a Response to Future Anxiety

2020 · Heeyoung Yoon, Haejoo Han, et al. · 마케팅연구

Speaking Ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

2018 · Alixandra Barasch, Jonathan Berman, et al. · ACR North American Advances

Consuming Regardless of Quality: Consumers Overestimate the Impact of Quality Differences on the Amount Consumed

2017 · Tom Meyvis, Heeyoung Yoon · ACR North American Advances

Works count: 8

Citation count: 38

H-index: 3

I10-index: 2