Areas of Study

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Hye Jin Yoon

Umphrey Lee 239C

Hye Jin Yoon

Assistant Professor

Hye Jin Yoon, Ph.D., is an assistant professor in the Temerlin Advertising Institute at Southern Methodist University. Her 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. Her work has been published in the Journal of Advertising, Health CommunicationJournal of Health Communication, Journal of Advertising Research, and International Journal of Advertising, among others. She teaches Advertising Media, Consumer Behavior, International Advertising, Quantitative and Qualitative Research at SMU.

She is a member of the American Academy of Advertising, the Association for Education in Journalism and Mass Communication, and the Korean American Communication Association.

Education

Ph.D. (2010), Mass Communication, University of Georgia, GA
M.A. (2006), Mass Communication, University of Georgia, GA
B.A. (2003), Journalism and Mass Communication, Korea University, Korea

Research

Humor advertising, schema incongruity effects in advertising, threat persuasion messages, and health and environmental issues in advertising

Teaching

Advertising Media, Consumer Behavior, International Advertising, Quantitative and Qualitative Research

Publications

Journal Publications

  1. Yoon, Hye Jin, and James M. Mayer (forthcoming), "Do Humour and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humourous Threat Persuasion Advertisements," International Journal of Advertising.
  2. Yoon, Hye Jin, and Yeuseung Kim (forthcoming), “The Moderating Role of Gender Identity in Responses to Comedic Violence in Advertising,” Journal of Advertising.
  3. Kim, Yeuseung, and Hye Jin Yoon (forthcoming), "What Makes People Like and Share Comedic Violence Ads? Factors Predicting Attitude and Sharing Intention," Journal of Advertising Research
  4. Yoon, Hye Jin (forthcoming), “Emotional and Cognitive Responses to Non-Humorous and Humorous Threat Persuasion Advertisements,” Journal of Current Issues & Research in Advertising.
  5. Paek, Hye-Jin, Hye Jin Yoon, Mina Lee, Hoyoung Ahn, Leonard Reid (2014), “Implicit Health Information in Cigarette Advertisements for Youth- and Adult-Oriented Brands between the Pre- and Post-Master Settlement Agreement Eras,” Health Communication Research, 9, 1-42 (South Korean journal).
  6. Kim, Jooyoung, and Hye Jin Yoon (2013), “Association Ambiguity in Brand Extension,” Journal of Advertising, 42 (4), 358-370. 
  7. Yoon, Hye Jin (2013), “Understanding Schema Incongruity as a Process in Advertising: Review and Future Recommendations,” Journal of Marketing Communications, 19 (5), 370-376. 
  8. Yoon, Hye Jin, and Spencer Tinkham (2013), “Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement,” Journal of Advertising, 42 (1), 30-41.
  9. Han, Jeong-Yeob, Junghyun Kim, Hye Jin Yoon, Minsun Shim, Fiona McTavish, and David Gustafson (2012), “Social and Psychological Determinants of Levels of Engagement with an Online Breast Cancer Support Group: Posters, Lurkers, and Non-Users,” Journal of Health Communication, 17 (3), 356-371.
  10. Paek, Hye-Jin, Hye Jin Yoon, and Thomas Hove (2011), “Not All Nutrition Claims Are Perceived Equal: Anchoring Effects and Moderating Mechanisms in Food Advertising,” Health Communication, 26 (2), 159-170.
  11. Choi, Hojoon, Hye Jin Yoon, Hye-Jin Paek, and Leonard N. Reid (2011), “Thinking and Feeling’ Products and ‘Utilitarian and Value-Expressive’ Appeals in Contemporary TV Advertising: A Content Analytic Test of Functional Matching and the FCB Model,” Journal of Marketing Communications, 18 (2), 91-111.
  12. Kim, Jooyoung, Hye Jin Yoon, and Sunyoung Lee (2010), “Integrating Advertising and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attribute Consistency,” Journal of Advertising, 39 (1), 97-113.
  13. Yoon, Hye Jin, Hye-Jin Paek, Hoyoung Ahn, and Hojoon Choi (2010), “Are Food Ads Healthy. Examination of Television Food Advertising on Health Claims and Persuasion Strategies,” Health Communication Research, 1 (1) (South Korean journal).
  14. Yoon, Hye Jin (2010), “Engaging in Risk-Involved Online Activities: Recognizing the Impact of Knowledge and Experience,” Web Journal of Mass Communication Research, 19 (1).
  15. Yu, Hyunjae, Karen Whitehill King, and Hye Jin Yoon (2010), “How Much are Health Websites Influenced by Culture? Content Analysis of Online Diet Programs in the United States, United Kingdom, and Korea,” Journal of Website Promotion, 16, 331-359.

Book Chapters

Yoon, Hye Jin (forthcoming), “Advertising, Effectiveness of Humor,” in Salvatore Attardo (ed.), Encyclopedia of Humor Studies, Sage Publication.

Distinctions

  • Meadows Summer Research Fellowship, Dallas, TX, $6,000, 2014
  • Sam Taylor Fellowship Award, Dallas, TX, $2,000, 2013
  • Meadows Summer Research Fellowship, Dallas, TX, $6,000, 2013
  • Temerlin Advertising Institute Research Funding, Dallas, TX, $800, 2012
  • Southern Methodist University Meadows Faculty Travel Grant, Dallas, TX, $1,150, 2012
  • Southern Methodist University Meadows Faculty Development Grant, Dallas, TX, $2,250, 2012
  • Southern Methodist University Meadows Faculty Travel Grant, Dallas, TX, $1,300, 2012
  • Southern Methodist University Meadows Faculty Development Grant, Dallas, TX, $4,000, 2011
  • Southern Methodist University Meadows Faculty Travel Grant, Dallas, TX, $3,200, 2011
  • Southern Methodist University Meadows Faculty Travel Grant, Dallas, TX, $1,300, 2011
  • Kappa Tau Alpha, National Honor Society in Journalism and Mass Communication, 2010
  • Outstanding Teaching Assistant, Grady College, University of Georgia, Athens, GA, 2010
  • American Academy of Advertising Dissertation Competition Award, $1,600, 2010
  • Broun Dissertation Research Fund, University of Georgia, Athens, GA, $1,000, 2009

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