Yoonho Jin

Marketing PhD Candidate (INSEAD)

I will be available at the 2019 AMA Summer Educators' Conference During August 8-11.

Who am I

My name is Yoonho Jin and I am a doctoral candidate from INSEAD. My area of concentration is behavioral marketing.
More specifically, I study consumer behavior pertaining to (1) aesthetics/sensory marketing and (2) social media/digital marketing. My dissertation, at the intersection of these two streams of research, examines how the three hitherto-unexplored aesthetic elements (i.e., blurry backgrounds, glossy imagery, social media logos) drive various types of consumer behavior spanning risky decisions, optimistic perception, and visually-driven consumption.

Prior to joining the Ph.D. program, I received a B.A. in Aesthetics from Seoul National University and an MSc in Social and Cultural Psychology from London School of Economics.
Who am I

My Research

The Role of Blurry Backgrounds as Nudges Towards Riskier Options

This paper takes on the question of how the use of a blurry background, relative to a sharp background, of a company’s commercial webpage may nudge consumers to make risky decisions/choices.

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The Effects of Glossy Versus Matte Imagery on Purchase Decisions: The Mediating Role of Optimism and Risk

This paper examines how exposure to glossy imagery activates two diverging abstract concepts—optimism and risk—through metaphorical associations, which in turn increases or decreases consumers’ purchase behavior.

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Instagrammably Visual: The Impact of Social Media Logos on Aesthetically-driven Consumption

In this paper, I explore the impact of visual logos of social media platforms (e.g., Facebook, Instagram) in marketing communications on consumers' visually-driven choices.

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Curriculum Vitae

You can find attached the latest CV here.

Learn MoreJul 10, 2019


Please find attached my job market paper and other working paper/research sample

Learn MoreJul 10, 2019


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