Curriculum Vitae

CAROLYN YOON

University of Michigan Office: 734-***-****

Stephen M. Ross

School of Business Fax: 734-***-****

*** ****** ******, ***** *-mail: abo1a7@r.postjobfree.com

Ann Arbor, MI 48109-1234 Website: http://carolynyoon.com

Education

Ph.D. 1995 Duke University, Fuqua School of Business; Field: Business Administration

M.B.A. UCLA, Anderson Graduate School of Management

A.B. University of California, Berkeley

Current Academic and Research Appointments

2006presentAssociate Professor of Marketing, University of Michigan

Stephen M. Ross School of Business

2006presentAdjunct Associate Professor of Psychology, University of Michigan

Cognition and Perception Area

1999presentFaculty Associate, Institute for Social Research, University of Michigan

Research Center for Group Dynamics

19992006Adjunct Assistant Professor of Psychology, University of Michigan

Cognition and Perception Area

19982006Assistant Professor of Marketing, University of Michigan

Stephen M. Ross School of Business

19951998Assistant Professor of Marketing, University of Toronto

Association for Consumer Research Best Poster Award, 2011

Journal of Consumer Psychology Top 20 Most Cited Paper Award, 2011

Journal of Consumer Research Best Paper Award, 2008

Journal of Consumer Research Outstanding Reviewer Award, 2005

AMA Doctoral Consortium Representative

Fuqua Fellowship

UCLA Doctoral Fellowship

Beta Gamma Sigma

Research Grants (past 5 years)

Sponsor: UM Office of the Vice President for Research

Title: Cultural Neuroscience: Integrating Social and Biological Sciences

Co-PI: Carolyn Yoon

Dates: Sept 1, 2011present

Sponsor: UM Office of the Vice President for Research and Institute for Social Research

Title: Genetic Influences on Cultural Acquisition

Co-PI: Carolyn Yoon

Dates:

July 1, 2011present

Sponsor: UM Transportation Research Institute and the National Highway Traffic Safety

Administration

Title: Psychological Factors in Promoting Safety Belt Use among Part-Time Users

Co-PI: Carolyn Yoon

Dates: Sept 30, 2008 June 30, 2011

Sponsor: Association for Consumer Research

Title: Summer Workshop on Decision Neuroscience

PI: Carolyn Yoon

Dates:

July 1, 2009December 30, 2009

Sponsor: Marketing Science Institute

Title: Aging Consumer Conference

PI: Carolyn Yoon

Dates:

April 1, 2008June 30, 2008

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Conference Presentations (past 5 years)

Contextual Influences on Neural Bases of Judgments about Brand and Social

Relationships, 2011

Associations for Consumer Research Conference, St. Louis, MI

Laud the Fraud, Just Not in Public: Counterintuitive Benefits of Counterfeit, 2011

Associations for

Consumer Research Conference, St. Louis, MI

One Without the Other: The Effects of Priming Individual and Collective Mindset on

Consumer Choice

and Valuation, 2010 Association for Consumer Research Conference, Jacksonville, FL

Consumer Neuroscience and Cultural Neuroscience, 8th Triennial Invitational Choice

Symposium, 2010,

North Key Largo, FL

Educating Consumers about Health: A Paradoxical Effect on Memory and Behavioral

Intentions, 2010

Society for Consumer Psychology Winter Conference,

St. Petersburg, FL

How the Numbers on Your Rating Scale Influence Taste Perception and Willingness to Pay, 2010

Society for Consumer Psychology Winter Conference, St. Petersburg, FL

Neural Correlates of Individual Differences in Theory of Mind among Salespeople, 2009

Summer

Workshop on Decision Neuroscience, University of Michigan, Ann Arbor, MI

Thinking About Health and Obesity: How Consumers Mental Experiences Influence Health

Judgments,

2009 Consumer Psychology in Public Health Communications Conference, University of

Michigan, Ann Arbor, MI

A Salesforce-specific Theory of Mind Scale: Tests of Its Validity by Multitrait-

Multimethod Matrix,

Confirmatory Factor Analysis, Structural Equation Models, and Functional Magnetic

Resonance

Imaging, 2008 Association for Consumer Research, San Francisco, CA

Neural Basis of Brand Relationships, 2006 Association for Consumer Research Pre-

Conference on

Decision Neuroscience, Orlando, FL

Invited Presentations (past 5 years)

Consumer Neuroscience of Brands, April 6, 2012, University of Iowa

Cultural Neuroscience, April 16, 2011, CCMB Annual Conference, Center for Culture,

Mind, and the Brain,

Institute for Social Research, University of Michigan

Consumer Neuroscience, October 8, 2010, Neuroscience, Marketing, and Vulnerable

Consumers: Integrative

Approaches to Advancing Theory and Social Welfare, Association for Consumer Research

Conference Roundtable, Jacksonville, FL

Cognition and Neuroscience, October 7, 2010, Association for Consumer Research Doctoral

Sym posium,

Jacksonville, FL

Consumer Neuroscience: Current Status and Future Directions, October 1, 2010, Keynote

Address at The

University of Pennsylvania Neuroscience Graduate Group's Annual Student Retreat

Consumer Neuroscience: Current Status and Future Directions, September 25, 2010, Temple

University,

Interdisciplinary Symposium on Decision Neuroscience

Unconscious Thinking and Consumer Brand Beliefs, Attitudes, and Behavior May 2010,

Boston College

Self in Socio-Cultural Context April 16, 2010, University of Michigan, Cultural

Neuroscience: Bridging

Natural and Social Sciences

Cultural Neuroscience, November 23, 2007; University of Michig an, Culture and

Cognition Program

Peering Inside the Brain as Consumers Make Judgments: Investigating Brand Personality

and Relationships

via Neuroimaging ; March 3, 2006; INSEAD, Fontainebleau, France

6

Poster Presentations (past 5 years)

Power and Patience: Feeling of Powerfulness as a Moderator of Intertemporal

Preferences ; 2012 Society for

Consumer Psychology Conference, Las Vegas, NV

It's Smiling at Me: Satisfying Social Needs Through Consumer Products ; 2011 Association

for Consumer

Research, St. Louis, MI

What s Important Depends on How I See Us: The Influence of Self-Construal on Choice and

Advice-

Giving ; 2011 Association for Consumer Research, St. Louis, MI

A Sales Force Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods

and Functional

Magnetic Resonance Imaging ; 2009 Society for Neuroeconomics Conference, Evanston, IL

Consumer Consideration Sets: Altering Memory, Brand Evaluations, and Choice ; 2006

Association for

Consumer Research, Orlando, FL

Neural Correlates of Successful Source Memory for Truth and Falsity in Younger and Older

adults ; 2006

Cognitive Aging Conference, Atlanta, GA

Teaching Experience

9/06present

Associate Professor / Ross School of Business, University of Michigan

Courses Taught:

MBA Program: Consumer Behavior

BBA Program: Consumer Behavior, Marketing Management

Ph.D. Program: Behavioral Seminar in Consumer Behavior

9/98 8/06

Assistant Professor / Ross School of Business, University of Michigan

Courses Taught:

MBA Program: Marketing Management, Consumer Behavior

BBA Program: Advertising Management, Marketing Research, Marketing Management,

Consumer Behavior

Ph.D. Program: Seminars in Consumer Behavior

7/95 - 7/98

Assistant Professor / University of Toronto

Courses Taught:

MBA Program: Marketing Management

Ph.D. Program: Behavioral Research in Marketing

Undergraduate Commerce Program: Introduction to Marketing Management,

Advanced Strategic Marketing, Introduction to Management

9/93 - 5/95

Lecturer / University of Toronto, Faculty of Management

Courses Taught: Introduction to Marketing Management, Principles of Marketing, Advanced

Marketing Strategy, Management Skills

7

Service

Co-Editor: Journal of Consumer Psychology: Special Issue on Brand Insights from

Psychological and Neurophysiological Perspectives (January 2012)

Editorial Review Board: Journal of Marketing Research (2008-present)

Journal of Consumer Psychology (2009-present)

Frontiers in Decision Neuroscience (2010-present)

Journal of Neuroscience, Psychology & Economics (2007-present)

Journal of Economic Psychology (2000-2011)

Journal of Marketing (2006-2008)

Journal of Consumer Research (2003-2005)

Ad Hoc Reviewer: Journal of Consumer Research, Journal of Public Policy & Marketing,

Marketing Letters, Journal of Service Research, International Journal of

Research in Marketing, Journal of Behavioral Decision Making,

Psychology & Aging, American Psychologist, Perception & Psychophysics,

MIS Quarterly, Journal of Experimental Psychology: General

National Science Foundation, National Institute of Health

SCP-SHETH Dissertation Proposal Competition

ACR Conference proceedings: 1999-2010

SCP Conference proceedings: 2002-2005, 2010-2011

APA Conference proceedings: 2002, 2003

Advisory Boards: University of Michigan, Center for Culture, Mind, and Brain (CCMB)

University of South Carolina, Center for Neuroeconomic Research

Erasmus University, ISAM Center for Neuroeconomics

Temple University, Center for Neural Decision Making

Conference Co-Organizer: Interdisciplinary Symposium on Decision Neuroscience, Sept 16-

18, 2011,

Center for Neural Decision Making, Fox School of Business, Temple

University

Summer Institute in Cultural Neuroscience, July 18-29, 2011, Center for

Culture, Mind, and the Brain, Institute for Social Research, University

of Michigan

Summer Institute in Cultural Neuroscience, July 19-30, 2010, Center for

Culture, Mind, and the Brain, Institute for Social Research, University

of Michigan

Cultural Neuroscience: Bridging Natural and Social Sciences, April 16-18,

2010, Center for Culture, Mind, and the Brain, Institute for Social

Research, University of Michigan

Summer Workshop on Decision Neuroscience, Aug 21-23, 2009, Ross

School of Business, University of Michigan

The Aging Consumer: Perspectives from Psychology and Economics, May

2-4, 2008, Ross School of Business, University of Michigan

ACR Preconference on Decision Neuroscience; Exploring How

Neuroscience Can Inform Consumer Research, Sept. 28, 2006,

Orlando, FL

SCP Advertising and Consumer Psychology Conference; Consumers in

Transitional Economies: Psychological and Interdisciplinary

Perspectives, May 20-22, 2005, Washington DC

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Service (continued)

Workshop Organizer: The Eighth Triennial Invitational Choice Symposium, 2010 Workshop on

Decision Neuroscience, North Key Largo, FL

The Sixth Triennial Invitational Choice Symposium, 2004 Workshop on

Choice by Older Consumers, Estes Park, CO

Program Committee: ACR Conference: 2000, 2003, 2005, 2007, 2008, 2009 (AE), 2012

SCP Conference: 2010, 2011

Scientific Committee: Conference on Neuroeconomics 2008, Copenhagen, Denmark

University Service: ISR Research Center for Group Dynamics Speaker Series Organizer:

Winter 2010

Ross School of Business Curriculum Committee member: 2008-2010

Ross School of Business WAARM Committee member: 2006-2007, 2010-2011

Design Science Program Committee member: 2006-present

Departmental Service: Marketing Curriculum Committee member: 2009-2011

Marketing Faculty Recruiting Committee co-chair: 2008-2009

Marketing Faculty Recruiting Committee member: 1998, 1999, 2007,

2009-2010, 2011-2012

Marketing Faculty Recruiting Committee chair: 2006-2007

Marketing Brown Bag Series organizer: 2004-2005

Subject Pool administrator: 1999-2002, 2003-2004Dissertation Committees

Chair, 2012 James Mourey, University of Michigan, Ross School of Business, Marketing

Department

(Winner of the 2010 Society for Consumer Psychology Dissertation Proposal Competition)

Co-Chair, 2012 Sookyung Cho, University of Michigan, Design Science Program

Co-Chair, 2012 Jihye Kim, University of Michigan, Design Science Program

Member, 2012 Jiyoung Park, University of Michigan, Department of Psychology

Member, 2012 Soodeh Montazeri, University of Michigan, Design Science Program

Member, 2011 Alex Chavez, University of Michigan, Department of Psychology

Member, 2011 Sinem Atakan, University of Michigan, Ross School of Business, Marketing

Department

Member, 2011 Jinkyung Na, University of Michigan, Department of Psychology

Member, 2012 Soodeh Montazeri, University of Michigan, Design Science Program

Member, 2011 Alex Chavez, University of Michigan, Department of Psychology

Member, 2010 Jesse Chandler, University of Michigan, Department of Psychology

Member, 2009 Tahira Reid, University of Michigan, Design Science Program

Chair, 2008 Mary Wagner, University of Michigan, Ross School of Business, Marketing

Department

Member, 2006 Joyce Pang, University of Michigan, Department of Psychology

Member, 2006 Oona Cha, University of Michigan, Department of Psychology

Member, 2006 Yuri Miyamoto, University of Michigan, Department of Psychology

Member, 2004 Angela Hall Gutchess, University of Michigan, Department of Psychology

Member, 2003 Heather Pond, University of Michigan, Department of Psychology

Member, 2002 Trey Hedden, University of Michigan, Department of Psychology

Member, 2000

Professional Affiliations

Association for Consumer Research

American Marketing Association

American Psychological Association

Division 23, Society for Consumer Psychology

Division 20, Adult Development and Aging

American Psychological Society

Cognitive Neuroscience Society

Society for Neuroscience

Society for Neuroeconomics

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