Assistant Professor of Marketing
University at Buffalo School of Management
Social status and mobility; socially responsible consumption; consumer behavior
Sunyee Yoon studies how perceptions of economic inequality and mobility shape consumer behavior, including impulse spending and variety seeking. Her research also explores socially responsible consumption, or consumer behaviors and purchase decisions that prevent or minimize environmental or social problems (for example, brands that do not test on animals). In another recent study, she examined how feelings of guilt over animal welfare issues affect consumers’ meat consumption.