Faculty


Carolyn Yoon, Ph.D.

Professor, 
Stephen M. Ross School of Business,  University of Michigan
yoonc(at)umich.edu

Carolyn Yoon is Professor of Marketing at the Stephen M. Ross School of Business, and a Faculty Associate at the Research Center for Group Dynamics, Institute for Social Research, University of Michigan. Her research seeks to advance our understanding of psychological and neural mechanisms underlying judgment and decision processes across the lifespan, especially in consumer contexts and across different social and cultural environment. She takes a multi-level and multi-systems approach to elucidate basic processing mechanisms that lead to specific behavioral outcomes in domains involving decision making, health, consumption, well-being, and prosocial behavior. In her work, she explicitly considers the interplay between biology, environment, and behavior in order to develop theoretical insights that also have meaningful implications for consumers, practitioners, and public policymakers. She has published widely in top journals in marketing, psychology, and the neurosciences, and serves on numerous editorial boards. She is a Fellow of the Association for Psychological Science and currently serves as a Board Member of the Association for Consumer Research.

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