Research Projects
Research Projects
Research Interests
Consumer Financial Decision Making, Mental Accounting, Budgeting
Visual and Sensory Perceptions
Consumer Choice, Judgment and Decision Making
Publications
Vo, Kylie, and Yuna Choe (2025), "Fate, Forgiveness, and Brands: How Karmic Beliefs Impact Consumer Attitudes toward Transgressing Brands," Journal of the Association for Consumer Research, 10(1), 24-35. [pdf]
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]
Selected Work-in-Progress
"Strikethrough Pricing" with Jintao Zhang and Allan Chen, invited revision.
"Pain of Payment" with Farnoush Reshadi and Julian Givi, working paper.
"The Trophy Effect" with Mathew Isaac, working paper.
"Hidden Options" with Kellen Mrkva, Ashley Otto, and Jake Floyd, working paper.
"Default Effects on Choice" with Kellen Mrkva and Dilip Soman, working paper.
"Expense Variety" with Christina Kan, Kristen Ferguson, and Kelly Herd, data collection in progress.
"Financial Management" with Alicia Johnson, data collection in progress.
"Gift Ideas" with Julian Givi, Cele Otnes, Tina Lowrey, and Kylie Vo, data collection in progress.
"The Darkside of Ambient Lighting" with Kylie Vo and Blair Kidwell, data collection in progress.