Sukki Yoon

Papers

Total Citations

114

H-Index

About

Sukki Yoon is a leading scholar in digital marketing and consumer behavior, with a particular focus on how technology and emotional cues shape prosocial actions. His research bridges artificial intelligence, anthropomorphism, and charitable giving, most notably in his highly cited 2021 study, "Smiling AI Agents: How Anthropomorphism and Broad Smiles Increase Charitable Giving," which has garnered over 114 citations. Drawing on anthropomorphism and construal level theories, Yoon demonstrated that when nonprofit marketers design AI agents to resemble humans and display broad smiles, potential donors feel greater psychological closeness and are more motivated to give. This work has significant implications for the ethical design of AI in fundraising and social impact campaigns. Beyond this, Yoon has made substantial contributions to understanding consumer psychology in digital environments, including studies on green marketing, brand relationships, and the role of emotion in decision-making. His research is widely recognized for its practical relevance and theoretical rigor, influencing both academic discourse and real-world marketing strategies. Yoon continues to shape the field through his innovative work at the intersection of technology, emotion, and consumer welfare.