Research
Incentives | Online Payment | Consumer Finance | Psychological Ownership
Publications
Yoon, Y. Rin Joann Peck, and Suzanne B. Shu (2025), “Increasing Hotel Loyalty Through Psychological Ownership,” Cornell Hospitality Quarterly, 66(3), 277–293.
- See related media→ Johnson BusinessFeed, Cornell Chronicle, CHR Whitepaper
Yoon, Y. Rin and Kaitlin Woolley (2024), “The Interactive Effect of Incentive Salience and Prosocial Motivation on Prosocial Behavior,” Psychological Science, 35(4), 390–404.
- See related media→ Cornell Chronicle, Inside Higher Ed, The Chronicle of Philanthropy
Research In Progress
Yoon, Y. Rin and Suzanne B. Shu, “Payment Method as a Cue,” R&R at the Journal of Consumer Research.
“Stock Performance Graphs,” work in progress.
“Psychology of Payers and Payees,” work in progress.
“Investment Ownership,” work in progress.