Yoonji Shim 2053 Main Mall, Vancouver, BC, Canada, V6T 1Z2 +1 (778) 879-3088 yoonji.shim@sauder.ubc.ca www.yoonjishim.com EDUCATION,, Canada Ph.D., Marketing Expected 2018 Seoul National University, Korea M.A. Social Psychology 2011 Seoul National University, Korea B.A. Psychology, Summa Cum Laude 2008 RESEARCH INTERESTS Experiential versus Material Purchases Prosocial and Sustainable Consumption Consumer Self-Threats Consumption Emotions DISSERTATION AND COMMITTEE (see appendix for abstract) Essay 1: Embracing the Experiential: Reminders of Mortality Increase Consumer Pre ferences for Experiences Over Material Goods. Status: In preparation for submission to Journal of Marketing Research (JMR) Essay 2: Getting It Right: The Role of Ideal Affect in Guiding Experiential Versus Material Consumption. Status: Revise and resubmit at the Journal of Marketing Research (JMR) Chair: Dr. Katherine White Committee Members: Dr. Dale Griffin, Dr. JoAndrea Hoegg External Committee Member: Dr. Leaf Van Boven (University of Colorado Boulder) Proposal Defended: September 29, 2016 UNDER REVIEW (see appendix for abstract) Shim, Yoonji and Katherine White, Getting It Right: The Role of Ideal Affect in Guiding Experiential Versus Material Consumption. Revise and resubmit at the Journal of Marketing Research (JMR) Shim, Yoonji and Katherine White, Embracing the Experiential: Reminders of Mortality Increase Consumer Preferences for Experiences Over Material Goods. In preparation for submission to the Journal of Marketing Research (JMR)
Hardisty, David. J., Yoonji Shim, Daniel Sun, and Dale Griffin (2017), Don't Forget the Future: Long-Term Cost Labels Activate Temporal Tradeoffs. Under review at the Journal of Marketing (JM) SELECTED RESEARCH IN PROGRESS Shim, Yoonji, Ankur Kapoor, Katherine White, and JoAndrea Hoegg, The Influence of Reflection versus Rumination of Mortality Salience on Organ Donation Intentions. Kapoor, Ankur, Yoonji Shim, and Aparna Labroo, The Effect of Mortality Reflection on Wasteful Consumerism. Shim, Yoonji, and Katherine White, When Does Vicarious Consumption Occur? The Case of Representational Curation Shim, Yoonji, Anais Gretry, and Katherine White, The Interactive Effect of Different Types of Social Exclusion on Consumer Preferences for Anthropomorphized Brand Roles. CONFERENCE PRESENTATIONS Shim, Yoonji* and Katherine White (Feb 2017), Embracing Experiential over Material Consumption: Thinking about Death Increases Consumer Preferences for Experiences. Paper presented at the Society for Consumer Psychology (SCP), San Francisco, CA. Hardisty, David. J. *, Yoonji Shim, Daniel Sun, and Dale Griffin (Feb 2017), Encouraging Energy Efficiency: Product Labels Activate Temporal Tradeoffs. Paper presented at the Society for Consumer Psychology (SCP), San Francisco, CA. Hardisty, David. J. *, Yoonji Shim, Daniel Sun, and Dale Griffin (Jan 2017), Encouraging Energy Efficiency: Product Labels Activate Temporal Tradeoffs. Paper presented at the Wharton Decision Processes Seminar, University of Pennsylvania, Philadelphia, PA. Hardisty, David. J. *, Yoonji Shim, Daniel Sun, and Dale Griffin (Oct 2016), Encouraging Energy Efficiency: Product Labels Facilitate Temporal Tradeoffs. Paper presented at the Association for Consumer Research (ACR), Berlin, Germany. Hardisty, David. J. *, Yoonji Shim, Daniel Sun, and Dale Griffin (June 2016), Encouraging Energy Efficiency: Product Labels Facilitate Temporal Tradeoffs. Paper presented at the Behavioral Decision Research in Management, Toronto, ON. Hardisty, David. J. *, Yoonji Shim, Daniel Sun, and Dale Griffin (Nov 2015), Encouraging Energy Efficiency: Product Labels Facilitate Temporal Tradeoffs. Paper presented at the Society for Judgment and Decision Making (SJDM), Chicago, IL. Shim, Yoonji* and Katherine White (Nov 2015), Embracing Experiential over Material Consumption: Thinking about Death Increases Consumer Preferences for Experiences. Paper presented at the Sauder Marketing Division Seminar, Vancouver, BC. Shim, Yoonji* and Katherine White (May 2015), Ideal Affect as a Choice Criterion in Experiential and Material Purchases. Paper presented at the UBC-UW Conference, Vancouver, BC.
Shim, Yoonji* and Katherine White (Oct 2014), Ideal Affect as a Choice Criterion in Experiential and Material Purchases. Paper presented at the Association for Consumer Research Conference, Baltimore (ACR), MD. Shim, Yoonji*, Jinhyung Kim, and Incheol Choi (Oct 2012), The Effect of Hedonic versus Utilitarian Goals on Consumer Satisfaction with the Second-Best Choice. Poster presented at the Association for Consumer Research Conference (ACR), Vancouver, BC. Shim, Yoonji*, Jinhyung Kim, and Incheol Choi (Jan 2012), The Difference of Satisfaction with the Second-Best Choice between Hedonic and Utilitarian Consumption. Poster presented at the Society for Personality and Social Psychology Conference (SPSP), San Diego, CA. Shim, Yoonji*, Jinhyung Kim, and Incheol Choi (Aug 2011), The Difference of Satisfaction with the Second-Best Choice between Hedonic and Utilitarian Consumption. Paper presented at the Korean Psychological Association (KPA) Annual Convention, Jeonju, Korea. Shim, Yoonji* and Incheol Choi (Nov 2009), The Self-Other Difference in Purchasing Behavior. Paper presented at the 12th Joint Symposium of Seoul National University and Hokkaido University, Seoul, Korea. Shim, Yoonji* and Incheol Choi (Aug 2009), The Influence of Ideal Affect on Gift-Giving Behavior. Paper presented at the Korean Social and Personality Psychological Association (KSPPA) Summer Convention, Seoul, Korea. Shim, Yoonji* and Incheol Choi (Aug 2008), The Effect of Option Framing on Consumer Choice. Paper presented at the Korean Social and Personality Psychological Association (KSPPA) Summer Convention, Seoul, Korea. * indicates presenter AWARDS, HONORS, AND GRANTS AMA-Sheth Foundation Doctoral Consortium Fellow, 2017 Dean Earle D MacPhee Memorial Fellowship, 2012-2017 International Tuition Award, 2012-2017 Four Year Fellowships (FYF), 2012-2016 C K Choi Fellowship, 2014 Sauder PhD Travel Grant, 2013 REVIEWING AND VOLUNTEERING ACTIVITIES Conference Reviewing: Society for Consumer Psychology, 2016 Conference Reviewing: Association for Consumer Research, 2014-2016 Conference Volunteering: Association for Consumer Research, 2012 TEACHING EXPERIENCE,, Canada Instructor, COMM 362, Buyer Behavior (undergraduate), Fall 2014 Instructor Evaluation Score: 4.0/5.0 Guest Lecturer, COMM 362, Buyer Behavior (undergraduate), Spring 2016
Guest Lecturer, COMM 362, Buyer Behavior (undergraduate), Spring 2015 Guest Lecturer, COMM 465, Marketing Management (undergraduate), Spring 2013 Facilitator, BaFa' BaFa' Culture Diversity Simulation (MBA), 2015-2017 DOCTORAL COURSEWORK Research Methods Advanced Statistics I Advanced StatisticsⅡ Correlational Designs and Analysis in Educational Research Experimental Designs and Analysis in Educational Research Introduction to Behavioral Research Methods for Business Seminar in Research Methodology Marketing Advanced Seminar in Consumer Behavior: Selected Topics Analytical Methods and Models in Marketing Consumer Judgment and Decision Making Self-Identity and Consumer Behavior Teaching College and University Teaching PROFESSIONAL AFFILIATIONS American Marketing Association Association for Consumer Research Marketing Science Institute Society for Consumer Psychology SERVICE TO SCHOOL Coordinator, Marketing Behavioral Lab and Subject Pool, 2013-2016 Co-President, Ph.D. Students Society, 2013 REFERENCES Katherine White (Dissertation Advisor) Professor 604-827-3711 Katherine.White@sauder.ubc.ca Dale Griffin Professor 604-822-8364 dale.griffin@sauder.ubc.ca JoAndrea Hoegg Associate Professor 604-827-4541 joey.hoegg@sauder.ubc.ca
APPENDIX ABSTRACTS Embracing the Experiential: Reminders of Mortality Increase Consumer Preferences for Experiences Over Material Goods (Job Market Paper) Prior work inspired by Terror Management Theory has shown that reminders of one s own mortality often lead to a range of reactions that defend individuals worldviews, including materialistic preferences. In this research, we make a proposition that may seem counterintuitive given these past research findings: When considering materialistic versus experiential options, people are more likely to opt for experiences when mortality is salient (vs. not salient). We propose and find that mortality reminders activate a desire for meaning, which in turn leads consumers to prefer options that are more experiential as opposed to material in nature. We further highlight the role of the search for meaning in this process by demonstrating the moderating role of individual differences in meaning-seeking. Those high in the tendency to seek out meaning (i.e., those high in intrinsic value orientation) are particularly likely to seek out experiential as opposed to material options in response to mortality salience. Moreover, we provide evidence for the moderating role of meaningfulfillment by demonstrating that the observed effects are eliminated when people are given an opportunity to fulfill their desire for meaning via an alternative route. Using field, online, and laboratory studies, we extend our understanding of the relative preferences for experiential versus material options in response to mortality salience by highlighting the important function that experiences serve in imbuing one s life with a sense of meaning. Getting It Right: The Role of Ideal Affect in Guiding Experiential Versus Material Consumption We propose that one key difference between experiential and material purchases is that consumers making choices in experiential as opposed to material domains are more likely to choose in accordance with ideal affect (i.e., the qualitative type of positive affect that they would ideally like to feel, such as excitement or peacefulness). This tendency is driven by an increased focus on the anticipated affective states to potentially be derived from the choice. This effect is enhanced when consumers are particularly motivated to regulate their affective states in ways that are consistent with ideal affect, and it is no longer observed when this affect-regulation goal has been met. Finally, in a consequential choice study, we show that consumers are more satisfied with their purchases over time when their choices are made in line with their ideal affect when the choice domain is experiential (vs. material). When choices are not made in line with ideal affect, however, differences in satisfaction derived from experiential compared to material purchases are no longer observed. Don't Forget the Future: Long-Term Cost Labels Activate Temporal Tradeoffs We present long-term dollar cost labeling as an effective technique designed to activate latent goals and selectively influence consumers in retail contexts. In the domain of energy efficiency, this label dramatically increases the choice of energy-efficient products. Using both field and lab studies, we demonstrate that this technique is effective because people do not typically consider long-term costs as part of their product purchases. Even though many consumers have a relevant "long-term dollar cost-reduction" goal, it tends to be a latent goal. However, the long-term dollar cost label activates this latent goal and increases the proportion of energy efficient choices. This nudge is selective, having its greatest impact on consumers who self-report actively pursuing long-term cost reduction goals.