Assistant Professor of Marketing
Office: ST 913
Kelly Eunjung Yoon, Ph.D., Assistant Professor of Marketing, joined Cal State LA in 2024. She teaches Principles of Marketing and Digital Marketing & E-commerce. Dr. Yoon's research examines how consumers use and process digital and social media, as well as consumer goal motivation. Dr. Yoon's articles have been published in the Journal of Consumer Psychology, Decision Support Systems, and Advances in Consumer Research. She was also nominated for the Journal of Consumer Psychology (JCP) Best Paper Award by an Early Career Contributor in 2022.
EDUCATION
Ph.D. in Marketing, University of California Irvine, Irvine, CA
M.S. in Information Systems & Operations Management, University of Florida, Gainesville, FL
M.B.A. in Management Information System, Kyung Hee University, Seoul, South Korea
B.B.A. in Business Administration, Kyung Hee University, Seoul, South Korea
PUBLICATIONS
Zhou, F., Xiao, X., Kim, S., Kim, J., Oh, J., & Yoon, K. E. (2025). Exploring A Manufacturer’s Product Variety and Capacity Decisions: An Integrated Model. Journal of Business Management & Change, Spring. https://www.wbmconference.net/jbmc-spring-2025-main.html
Pechmann, C., Yoon, K. E., Trapido, D., & Prochaska, J. (2021). Perceived Costs versus Actual Benefits of Demographic Self-Disclosure in Online Support Groups. Journal of Consumer Psychology, 31(3), 450–477. https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1200
Suh, W. S., & Yoon, K. E. (2013). RFID-based attack scenarios in retailing, healthcare and sports. Journal of Information Privacy and Security, 9(3), 4–17. https://www.tandfonline.com/doi/abs/10.1080/15536548.2013.10845682
Zhou, W., Yoon, K. E., & Piramuthu, S. (2012). Simultaneous Multi-Level RFID Tag Ownership & Transfer in Health Care Environments. Decision Support Systems, 54(1), 98–108. https://www.sciencedirect.com/science/article/abs/pii/S0167923612001029
Yoon, K. E., & Zhou, W. (2011). Mixed Strategy Multiple-Channel Retailing with RFID Information. Journal of Organizational Computing and Electronic Commerce, 21(4), 363–383. https://www.tandfonline.com/doi/abs/10.1080/10919392.2011.614557
PRESENTATIONS
Park, M., Yoon, K. E., Oh, J., 2025 Decision Science Institute Annual Conference, "Operational Decisions and Downstream Market Effects." Orlando, United States. (Invited, November 2025).
Yoon, K. E., Lim, M., ACR Annual Conference 2025, "Recurring Reward: The Role of Subscriptions in Consumer Goal Pursuit." Washington D.C., United States. (Accepted, October 2025).
Kim, Y., Kim, Y., Yoon, K. E., Lim, M., ACR Annual Conference 2025, "“Why Am I Seeing the Same Ads as My Friends?”: The Effects of Disclosing Filtering Methods to Consumers on Social Networking Services." Washington D.C., United States. (Accepted, October 2025).
Yoon, K., Bae, Y. H., Lee, J., ISMS Marketing Science Conference 2025, "Shifts in Power Law Market Share Distributions in the Movie Industry: A Pre- and Post-Covid-19 Analysis," Washington D.C., United States. (June 2025).
Yoon, K. E., Marketing Educators' Association Conference 2025, "Navigating AI Integration in Education: Addressing Biases and Enhancing Student Engagement," Los Angeles, California, United States. (April 2025).
Yoon, K. E., Lim, M., SCP Annual Conference 2025, "Sustaining Motivation: The Impact of Subscription-Based Purchases on Goal Adherence," Society of Consumer Psychology, Las Vegas, Nevada, United States. (February 28, 2025).
Yoon, K. E., Lim, M., 2025 AMA Winter Academic Conference, "Sustaining Motivation: The Impact of Subscription-Based Purchases on Goal Adherence," American Marketing Association, Phoenix, Arizona, United States. (February 14, 2025).
Yoon, K. E., 2024 Decision Science Institute Annual Conference, "An Analysis of Coopetition Model with Product Information Disclosure in the Supply Chain." (November 25, 2024).
Kim, J., Lee, J., Kim, S., Yoon, K. E., Oh, J., 2023 Global Marketing Conference, "The Role of Anthropomorphism in Clearance Sales," Seoul, South Korea. (2023).
Park, M., Yoon, K. E., Oh, J., 2022 Decision Science Institute Annual Conference, "Inventory Restocking Information and Customer Retention," Houston, Texas, United States. (2022).
Pechmann, C., Yoon, K., Trapido, D., Prochaska, J., 2018 Academy of Management Annual Meeting, "Unfurl the Rainbow: How Demographic Self-Disclosure Strengthens Community Ties," Chicago, Illinois, United States. (2018).
Yoon, K. E., 2017 Annual Research Festival, "How does Taking Photos Before/After Goal-directed Behavior Affect Goal Attainment?," Paul Merage School of Business, UC Irvine, Irvine, California, United States. (2017).
Pechmann, C., Yoon, K. E., Trapido, D., Prochaska, J., 2017 Association of Consumer Research Annual Conference, "Self-Disclosure Asymmetry in Online Communities: a Challenge of Demographic Diversity," San Diego, California, United States. (2017).
Yoon, K. E., Pechmann, C., 2016 Association of Consumer Research Annual Conference, "How Self-Disclosure and Interpersonal Similarity Affect Goal Achievement in Social Media-Based Online Communities," Berin, Germany. (2016).
Yoon, K. E. Y., Pechmann, C., 2015 Annual Research Festival, "Do People Talk to Others Who are Like Them? The Positive Impacts of Interpersonal Similarity in an Online Health Communities," Paul Merage School of Business, UC Irvine, Irvine, California, United States. (2015).
Yoon, K., Pechmann, C., 2016 Annual Research Festival, "How does Taking Photos Before/After Goal-directed Behavior Affect Goal Attainment?," Paul Merage School of Business, UC Irvine, Irvine, California, United States. (2015).
Yoon, K. E. J., Zhou, W., Twelfth Workshop on eBusiness (WeB2012), "Research in Progress: Cross Recommender System in Fast Evolving Industry," Orlando, Florida, United States. (2012).
Zhou, W., Yoon, K. E. J., Piramuthu, S., Tenth Workshop on eBusiness (WeB2011), "Hierarchical RFID Tag Ownership & Transfer in Supply Chains," Shanghai, China. (2011).
Zhou, W., Yoon, K. E. J., Tenth Workshop on eBusiness (WeB2011), "Mining Implicit Social Network with Context-Aware Technologies," Shanghai, China. (2011).
AWARDS
2022 JCP Best Paper by an Early Career Contributor, Kelly Eunjung Yoon, for the paper (co-authored with Cornelia Pechmann, Denis Trapido, and Judith J. Prochaska) “Perceived Costs versus Actual Benefits of Demographic Self-Disclosure in Online Support Groups.” Journal of Consumer Psychology, 31, 3, 2021, 450-477.
Waple Professorship Research Grant for $24,000, 2022-2024.
AMA-Sheth Foundation Doctoral Consortium Fellow, 2017.
Ray Watson Fellowship for $2,000, University of California, Irvine, 2016.
ACR Doctoral Student Travel Grant, 2016.
AMA Marketing & Public Policy Workshop and Doctoral Seminar, Travel Grant, 2016.
Best Poster Award, University of California Irvine, 2015, 2016.
Outstanding Master Thesis Award, Kyung Hee University, 2009.