Hye Jin Yoon

Southern Methodist University (SMU)

Assistant Professor

6212 Bishop Blvd.

Dallas, TX 75275

United States

SCHOLARLY PAPERS

2

DOWNLOADS

207

SSRN CITATIONS

0

CROSSREF CITATIONS

1

Scholarly Papers (2)

1.

Does Sexual Humor Work on Mars, But Not on Venus? Exploring Consumer Acceptance of Sexually Humorous Advertising by Gendered Brands

Kelley School of Business Research Paper No. 15-40
Number of pages: 23 Posted: 12 Apr 2015
James Mayer, Piyush Kumar and Hye Jin Yoon
Indiana University - Kelley School of Business, University of Georgia and Southern Methodist University (SMU)
Downloads 118 (278,443)

Abstract:

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2.

Do Humour and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humourous Threat Persuasion Advertisements

Yoon, Hye Jin and Mark Mayer, "Do Humor and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humorous Threat Persuasion Advertisements,” International Journal of Advertising, 2014 Forthcoming , Kelley School of Business Research Paper No. 15-7
Number of pages: 17 Posted: 12 Dec 2014
Hye Jin Yoon and James Mayer
Southern Methodist University (SMU) and Indiana University - Kelley School of Business
Downloads 89 (336,140)

Abstract:

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humour effects, threat persuasion, need for cognition, processing motivation and depth