Research Projects
Research Interests
Consumer Financial Decision Making, Mental Accounting, Budgeting, Visual and Sensory Perceptions
Publications
Soman, Dilip, and Yuna Choe (2023), “Behavioral Interventions to Improve Financial Wellbeing: A Focus on Budgeting” in Research Handbook on Nudges and Society, edited by Cass R. Sunstein and Lucia A. Reisch, 129-51. UK: Edward Elgar Publishing. [pdf]
Choe, Yuna, Christina Kan, and Evan Polman (2023), “Divergent Effects of Budgeting for Gifts Versus Personal Purchases,” Journal of Consumer Research, 50(3), 579-96. [pdf]
Choe, Yuna and Christina Kan (2021), “Budget Depreciation: When Budgeting Early Increases Spending,” Journal of Consumer Research. 47(6), 937-58. [pdf]
Choe, Yuna, Youseok Lee, Haipeng (Allan) Chen, and Sang-Hoon Kim (2021), “Look! don't let it weigh you down: The effect of visual density on perceived product heaviness and evaluation, Journal of Business Research, 126, 35-47. [pdf]
Manuscripts in the Review Process
"Pain of Payment", with Farnoush Reshadi and Julian Givi, revise and resubmit at Journal of Consumer Psychology.
"Brand Transgressions", with Kylie Vo, revise and resubmit at Journal of the Association for Consumer Research.
Selected Work-in-Progress
"Cognitive Processes of Budgeting", with Dilip Soman, data collection in progress.
"Spending Reduction and Budgeting Success", with Alicia Johnson, data collection in progress.
"Choice Design" with Kellen Mrkva and Ashley Otto, data collection in progress.
"The Trophy Effect," with Mathew Isaac, working paper.
"Pricing and Deal Evaluations", with Jintao Zhang and Allan Chen, working paper.
"The Darkside of Ambient Lighting", with Kylie Vo and Blair Kidwell, working paper.