Peer-reviewed Publications
Yoon, H., Yan, H., Yim, M.Y. (2023), "Native advertising relevance effects and the moderating role of attitudes toward social networking sites," Journal of Research in Interactive Marketing, 17 (2), 215-231.
Ahn, H., Yim, M.Y., Sung, Y. (2022), "When verbal metaphors become more persuasive: The interplay between goal orientation of ad claims and metaphor," International Journal of Advertising, 41 (3), 541-562.
Kim, S.*, & Yim, M.Y.* (2022), "Exploring consumers' attitude formation toward their own brands when in crisis: Cross-national comparisons between US and China," Journal of Product & Brand Management, 31 (1), 56-72.
* Both authors contributed equally to this work.
Kim, Y.K., Yim, M.Y., Kim, E., & Reeves, W. (2021), "Exploring the optimized social advertising strategy that
can generate consumer engagement with green messages on social media," Journal of Research in Interactive Marketing, 15 (1), 30-48.
Yim, M.Y., Lee, J., & Jeong, H. (2021), "Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective," Journal of Retailing and Consumer Services, 58, 1-7.
Yim, M.Y, Kim, Y.K., & Lee, J. (2021), "How to easily facilitate consumers’ mental simulation through advertising: The effectiveness of self-referencing image dynamics on purchase intention," International Journal of Advertising, 40 (5), 810-834.
Yim, M.Y., & Yoo, C.Y. (2020), "Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment," Journal of Interactive Marketing, 50, 65-80.
Park, S., & Yim, M.Y. (2020), "Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaptation theory," Journal of Current Issues & Research in Advertising, 41 (1), 20-35.
* Selected as Most Influential Articles in 2020 - Selected by the JCIRA editor
Yim, M.Y, & Park, S. (2019), ""I am not satisfied with my body, so I like augmented reality (AR)" Consumer responses to AR-based product presentations," Journal of Business Research, 100, 581-589.
Kim, Y.,* & Yim, M.Y.* (2018), "When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers," Applied Cognitive Psychology, 32 (5), 815-822.
* Both authors contributed equally to this work.
* Recognition as one of the most read in ACP 2018-2019.
Yim, M.Y., Baek, T., & Sauer, P., (2018), “I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media,” Journal of Interactive Marketing, 44, 122-139.
Yim, M.Y., Abdourazakou, Y., Sauer, P., & Park, S. (2017), “Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games,” International Journal of Advertising, 37 (6), 958-983.
Yim, M.Y., Chu, S., & Sauer, P.L. (2017), "Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective," Journal of Interactive Marketing, 39, 89-103.
Yim, M.Y. (2017), "When shoppers don't have enough self-control resources in a grocery store: Applying the strength model of self-control," Journal of Consumer Marketing, 34 (4), 328-337.
Yim, M.Y., Yoo, S., Sauer, P., & Seo, J.H. (2014), "Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores," Journal of the Academy of Marketing Science, 42 (5), 528-544.
Yim, M.Y., Sauer, P., Williams, J., Lee, S., & Macrury, I. (2014), "Drivers of attitudes towards luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness," International Marketing Review, 31 (4), 363-389.
* 2015 Highly Commended Paper Award Winner by Emerald LiteratiNetwork
* Scales reproduced in PsycTests database from American Psychological Association
Yim, M.Y., Cicchirillo, V., & Drumwright, M. (2012), “The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness,” Journal of Advertising, 41 (2), 113-128.
* Scales reproduced in Marketing scales handbook: Multi-item measures for consumer insight research (Vol. 8), Bruner, G. C. II (ed.)
Yim, M.Y., Yoo, S., Till, B., & Eastin, M. (2010), “In-store video advertising effectiveness: Three new studies provide in-market field data,” Journal of Advertising Research, 50 (4), 386-402.
Yim, M.Y., & Park, S. (2010), “Consumer-behavior research in major advertising and marketing journals: 1997 through 2006,” Social Science Review, 22 (2), 251-282.
Peer-reviewed Book Chapters
Chan-Olmsted, S., Cho, M., & Yim, M.Y. (2013), “Social networks and media brands: Exploring the effect of media brands’ perceived social network usage on audience relationship,” in Handbook of social media management: Value chain and business models in changing media markets (media business and innovation), Friedrichsen, M. & Muehl-Benninghaus, W. (ed.), Springer Science+Media Business, 737-750.
Managerial Publications
Yim, M.Y., Cicchirillo, V., & Drumwright, M. (2013), “Is stereoscopic 3-D advertising effective enough to persuade consumers?” e-Newsletter, Hot Topics, the International Advertising Association.
Yim, M.Y. (2011), “The future of outdoor digital signage in 3-D,” in Digital signage and integrated marketing communication, Seung-Chul Yoo, ed., Seoul: POP Sign Press, 252-255.
Conference Proceedings/Presentations
Yim, M.Y., Khan, S., & Yoo, C.Y. (March 2023), “When you will buy a product recommended by an AI (Artificial Intelligence)-powered voice assistant: The moderating role of technology affordances,” Proceedings of the annual conference of American Academy of Advertising (AAA): Denver, CO.
Yim, M.Y., & Khan, S. (Aug. 2022), “Investigating digital transit advertising effectiveness in a subway station: One-year observations through facial recognition systems,” Proceedings of the annual conference of American Marketing Association (AMA): Chicago, IL.
* Best Paper Award
Chung, J.S., Yim, M.Y., & Kim, Y. (Aug. 2022), “Investigating brand activism as a marketing communication strategy: The mediating role of brand trust,” Proceedings of the annual conference of American Marketing Association (AMA): Chicago, IL.
Seo, J.H., & Yim, M.Y. (Aug. 2022), “Does CEO narcissism matter? The moderating role of CEO narcissism in generating advertising effectiveness,” Proceedings of the annual conference of American Marketing Association (AMA): Chicago, IL.
Yim, M.Y., Jang, J.W., & Yoo, S. (March 2021), “Exploring out-of-home advertising effectiveness through facial recognition systems,” Proceedings of the annual conference of American Academy of Advertising (AAA): Virtual.
Yim, M.Y., & Santos, R. (Aug. 2020), “Can you imagine yourself in that model’s body? A conditional process moderated mediation model,” Proceedings of the annual conference of American Marketing Association (AMA): Virtual.
Yim, M.Y., Kim, Y., Lee, J., & Yoo, C. (March 2020), “The depiction effect of self-referencing cues on purchase intention in food advertising contexts,” Proceedings of the annual conference of American Academy of Advertising (AAA): Virtual.
Yim, M.Y., Jeong, H., & Lee, J. (Aug. 2019), “Exploring mannequin display effect on consumers’ purchase intention: An embodied cognition theory perspective,” Proceedings of the annual conference of American Marketing Association (AMA): Chicago, IL.
Yim, M.Y., Yoo, C.Y., & Yoo, S. (March 2019), “Exploring the effectiveness of tablet-based digital menus: The mediating role of consumption visions on consumer evaluations,” Presented in the annual conference of Interactive Marketing Research Conference (IMRC): Houston, TX.
Park, S., & Yim, M.Y. (March 2019), “Keep America (or earth) beautiful: Construal level fit effects and message persuasiveness,” Proceedings of the annual conference of American Academy of Advertising (AAA): Dallas, TX.
Yim, M.Y., Kim, E., & Ahn, H. (March 2019), “Examining how a plus-size model in advertising generates purchase intention: A perspective from consumption visions,” Proceedings of the annual conference of American Academy of Advertising (AAA): Dallas, TX.
Yim, M.Y., Park, S., & Yoo, C. (Aug. 2018), "How consumers respond to AR-based virtual try-on when they are not happy about themselves," Proceedings of the annual conference of American Marketing Association (AMA): Boston, MA.
Yim, M.Y. (March 2018), “How consumers process information in menu books: food marketing communications in food retail contexts,” Proceedings of the annual conference of American Academy of Advertising (AAA): New York, NY.
Park, S., Yim, M.Y., & Paul Sauer (March 2018), “Do celebrity endorsements benefit luxury branding?” Proceedings of the annual conference of American Academy of Advertising (AAA): New York, NY.
Kim, Y., Yim, M.Y., Kim, E., & Reeves, B. (Oct. 2017), “I’d like to share it with my friends on Facebook” Investigating message strategies to encourage eWOM,” Proceedings of the annual conference of Marketing Edge Summit: New Orleans, LA.
Yim, M.Y., Rivas, R., Kim, Y., Kim, E., & Ross, S. (Aug. 2017), “That’s me eating the sushi: The influence of consumption visions on attitudes toward the product,” Proceedings of the annual conference of American Marketing Association (AMA): San Francisco, CA.
* Best Paper Award
Kim, Y., & Yim, M.Y. (May 2017), “I am feeling back to those days: Three-way interaction effect of nostalgia, age, and gender on youthfulness in nostalgia marketing,” Presented at the annual conference of Academy of Marketing Science (AMS): Coronado, CA.
Yim, M.Y., Sauer, P., & Baek, T. (March 2017), “I see myself in use: Measuring the strength of consumption visions (CV),” Proceedings of the annual conference of American Academy of Advertising (AAA): Boston, MA.
Yim, M.Y., Kim, E., Ahn, H., & Yoo, C. (Aug. 2016), “Understanding the impact of the body size of models: How guilt and shame influence consumer purchase intention,” Proceedings of the annual conference of AMA: Atlanta, GA.
Yim, M.Y., Park, S., Lee, S., & Sauer, P. (July 2016), “Are celebrity endorsements necessary in campaigns for luxury brands?” Presented at the annual conference of Global Marketing Conference: Hong Kong, China.
Kim, S., & Yim, M.Y. (June 2016), “Brand owner’s response to a crisis: Investigating the effect of brand consciousness,” Presented at the annual conference of Asian-Pacific Conference on Management and Business: Danang, Vietnam.
Yim, M.Y., Chu, S., Sauer, P., & Yoo, S. (March 2016), “The effectiveness of augmented reality-based product presentations on consumer evaluations,” Proceedings of the annual conference of AAA: Seattle, WA.
Ahn, H., Sung, Y., & Yim, M.Y. (March 2016), “How to frame verbal metaphors in ads and why it matters: Evidence from two experiments,” Proceedings of the annual conference of AAA: Seattle, WA.
Yim, M.Y. (August 2015), "Why shoppers spend more as they shop longer: A perspective from the self-control strength model," Proceedings of the annual conference of AMA at its annual summer marketing educators' conference: Chicago, IL.
Heiser, H.*, Yim, M.Y., & Sauer, P. (April 2015), “When a brand is at risk: Strategic brand management with a focus of core competency and self-disclosure,” Proceedings of the annual conference of AAA: Chicago, IL.
* Supervised Undergraduate Student’s Thesis
Yim, M.Y. (Oct. 2014), “The U-shaped relationship between hedonic shopping motivation and consumers’ changes in purchase decisions,” Poster session to be presented at the annual conference of Association for Consumer Research (ACR): Baltimore, MD.
Yim, M.Y., & Ahn, H. (Oct. 2014), “When highly curious consumers have high self-esteem: Maximizing the effects of augmented reality in brand communication,” Poster session to be presented at the annual conference of ACR: Baltimore, MD.
Yim, M.Y., Chu, S., & Sauer, P. (June 2014), "When presence meets electronic technology acceptance model: Investigating consumer evaluations on augmented reality technology," Presented at the annual conference of European Advertising Academy: Amsterdam, Netherland.
Yim, M.Y., Chu, S., & Sauer, P. (April 2014), "Do my eyes deceive me, the king has no clothes - or does he? Understanding ART in wearing virtual apparel," Presented at the annual conference of Business Research Consortium (BRC): Rochester, NY.
Yim, M.Y., & Sauer, P. (October 2013), “Imagine yourself in use: Measuring the construct of consumption visions,” Poster session to be presented at the annual conference of ACR: Chicago, IL.
Yim, M.Y., & Chu, S. (April 2013), “Extending the technology acceptance model: The case of augmented reality-based advertising,” Proceedings of the annual conference of AAA: Albuquerque, NM.
Park, S., & Yim, M.Y. (April 2013), “Too much spotlight: the role of celebrities in luxury brand advertising,” Proceedings of the annual conference of AAA: Albuquerque, NM.
Yim, M.Y., Drumwright, M., & Cicchirillo, V. (August 2012), “How advertising works in new media: consumer media experience model,” Proceedings of AMA at its annual summer marketing educators’ conference: Chicago, IL.
Yim, M.Y., & Chu, S. (August 2012), “Extending the electronic technology acceptance model: consumer adoption of augmented reality-based marketing tool,” Proceedings of AMA at its annual summer marketing educators’ conference: Chicago, IL.
Yim, M.Y., Drumwright, M. & Cicchirillo, V. (March 2012), “How media novelty and presence affect consumer evaluations: the case of stereoscopic 3-D advertising,” Proceedings of AAA at its annual conference: Myrtle Beach, SC.
Chan-Olmsted, S., Cho, M., & Yim, M.Y. (Sept. 2011), “Social networks and media branding: Exploring the effect of a media brand’s perceived social network usage on its relationship with audiences,” Presented at the international conference for media brand management: Vienna, Austria.
Yim, M.Y., Yoo, S., & Till, B. (April 2011), “How hedonic consumers behave in a utilitarian retail store: a field study,” Proceedings of AAA at its annual conference: Mesa, AZ.
Park, S., & Yim, M.Y. (April 2011), “Comparison of effects of responsible drinking ad campaigns between alcohol companies and nonprofits,” Proceedings of AAA at its annual conference: Mesa, AZ.
Yim, M.Y., & Park, S. (Aug. 2010), “Self-concept portrayed in advertising and consumer perceptions on luxury fashion brands,” Poster session to be presented at the advertising division of the Association for Education in Journalism and Mass Communication (AEJMC) at its annual conference: Denver, CO.
Yim, M.Y., Williams, J., & Lee, S. (March 2010), “Cultures, interpersonal influences, and attitude toward luxury brands,” Proceedings of AAA at its annual conference: Minneapolis, MN.
Yim, M.Y. (Aug. 2009), “The role of presence in anaglyph 3-D advertising on consumer evaluations,” Poster Session to be presented at the advertising division of AEJMC at its annual conference: Boston, MA.
* Award for the Best Visual Presentation
Yim, M.Y., & Daugherty, T. (March 2009), “Delivering stereoscopic 3-D technology to advertising: an exploratory study,” Proceedings of AAA at its annual conference: Cincinnati, OH.
Yim, M.Y., Yoo, S., Till, B., Eastin, M., & Kim, H. (March 2009), “Effectiveness of in-store video advertising: a field experiment,” Proceedings of AAA at its annual conference: Cincinnati, OH.
Yim, M.Y., & Daugherty, T. (Aug. 2008), “Consumer responses to stereoscopic 3-D as an advertising tool: an exploratory study,” Poster session to be presented at the advertising division of the AEJMC at its annual conference: Chicago, IL.
Yim, M.Y., & Kim, Y. J. (Aug. 2008), “Understanding consumer attitudes toward luxury brands: a cross-cultural study,” Presented at the advertising division of the AEJMC at its annual conference: Chicago, IL.
Yim, M.Y., Kyung, H., Park, S., & Lim, J. (March 2008), “Trends of and contributions to consumer-behavior research in advertising and marketing,” Proceedings of AAA at its annual conference: San Mateo, CA.
Yim, M.Y. (May 2007), “The composition of luxury by product category: the analysis of the influential factors in building luxury,” Proceedings of the Asian-Pacific conference of AAA at its annual conference: Seoul, Korea.