Current Research Projects
Choe, Yuna and Christina Kan (2021), “Budget Depreciation: When Budgeting Early Increases Spending,” Journal of Consumer Research. 47(6), 937-58 (click here for the blog story).
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.
Manuscripts in the Review Process
Choe, Yuna, Christina Kan, and Evan Polman, “Divergent Effects of Budgeting for Gift- versus Personal-Purchases,” under 2nd round review at Journal of Consumer Research.
Selected Research in Progress
"Budget Modality," with Chuck Howard and Alex Pratt.
"Feelings of Shared Financial Scarcity on Consumer Choice," with Nirajana Mishra.
"Spending Time versus Receiving Time on Consumer Appreciation," with Yookyung Park and Youjae Yi.
"Now or Later: Time Discounting in Choosing Health Treatments," with Chiraag Mittal.