Yoon Kang is an assistant professor in marketing at the University of New Hampshire's Paul College of Business and Economics. She earned her Bachelor of Architecture from Pratt Institute in New York and her Master of Science in Arts and Cultural Management from Hongik University in Seoul, South Korea. She received her Ph.D. from the State University of New York at Buffalo, where she was honored with the Ph.D. Student Achievement Award, Paul E. Green Award in Marketing, and Dean’s Award for Research Excellence.
Yoon’s research interests involve the visual elements presented in retail environments, product designs, and advertisements and their influences on consumer behavior. Based on theory-driven questions and empirical experiments, she investigates how different product depiction techniques used in advertisements shape product judgments and how lighting settings in the retail environment affect product choices.
Courses Taught
- MKTG 753: Consumer/Buyer Behavior
Research Interests
- Consumer Behavior
- Advertising
- Cognitive psychology
- Visual Perception/Processing
- Gestalt Psychology
- Retailing
- Environmental Psychology/Crowding
- Design of Experiments
- Product Design
- Behavioral/Experimental Psychology
Selected Publications
Kang, S. Y., Kim, J., & Lakshmanan, A. (n.d.). Anatomical Depiction: How Showing a Product's Inner Structure Shapes Product Valuations. Journal of Marketing. doi:10.1177/00222429241257911
Kang, S. Y., Youn, N., & Yoon, H. C. (2019). The self-regulatory power of environmental lighting: The effect of illuminance and correlated color temperature. Journal of Environmental Psychology, 62, 30-41. doi:10.1016/j.jenvp.2019.02.006
