Y. Rin Yoon

Welcome! I’m an incoming Assistant Professor of Marketing at the Tippie College of Business, University of Iowa.

I study consumer psychology at the moment of transaction, with the goal of helping organizations design more effective incentives and payment environments.

I hold a Ph.D. in Marketing from the Johnson Graduate School of Management at Cornell University, in Ithaca, NY—a town I wrote a short ode to in my dissertation acknowledgments. I also hold a B.A. in Communication Studies, with a minor in Statistics, from UCLA, and an M.S. in Marketing from Korea University Business School.

More about me?

Before entering academia, I worked in consulting with clients including Pfizer and Hyundai Motor Company HQs. I also hosted and produced a local radio show in Korea (which flew far under the radar), where I mono logued on behavioral science, offbeat science and tech news, Korean poetry, and experimental philosophy.

Apr 11, 2025	Defended my dissertation, Consumer Psychology at the Moment of Transaction. Huge thanks to Suzanne Shu, Kaitlin Woolley, and Dave Pizarro for being on my committee!
Nov 14, 2024	My paper “Increasing Hotel Loyalty Through Psychological Ownership” (with Joann Peck and Suzanne B. Shu) has been accepted in the Cornell Hospitality Quarterly.
May 12, 2024	I presented my work on the Buy Now, Pay Later payment method in a plenary session at the 2024 Boulder Summer Conference on Consumer Financial Decision Making.
Jan 26, 2024	My paper “The Interactive Effect of Incentive Salience and Prosocial Motivation on Prosocial Behavior” (with Kaitlin Woolley) has been accepted in Psychological Science.