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Research: Publications


Consuming Regardless of Preference: Consumers Overestimate the Impact of Liking on Consumption
Heeyoung Yoon and Tom Meyvis (2024), Journal of Consumer Research [Link]

Adding is Favoured Over Subtracting in Problem Solving
Tom Meyvis and Heeyoung Yoon (2021), News & Views. Nature (592), 189-190 (Invited Commentary) [Link]

What Are Friends for: Shifting the Focus of Social Relationships to Their Instrumentality as a Response to Future Anxiety
Heeyoung Yoon, Haejoo Han, and Kyoungmi Lee (2020), Korean Journal of Marketing, 35 (2), 55-69.

Selected Research

Selection Neglect: Consumers Believe that Large Assortments Reduce Consumption
Heeyoung Yoon, Tom Meyvis, and Joachim Vosgerau, Third round R&R at Journal of Consumer Research

Speaking Ill of Others: When Gossip Fosters Social Connection
Heeyoung Yoon, Alixandra Barasch, and Jonathan Berman, Manuscript in preparation 

On Paying it Forward
with Emily Powell, Minah Jung and Leif Nelson, Manuscript in preparation

Rejection vs. Choice: How Decision Frame Shifts the Compromise and Attraction Effects
with Joshua Lewis and Minah Jung, Working in progress.

Asymmetric Reactions to Product Upgrades vs. Downgrades
with Tom Meyvis, Working in progress.

Measuring Differences
with Graham Overton and Joachim Vosgerau, Working in progress.

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