Mark Yi-Cheon Yim

Research Interests

Digital marketing, Retailing/E-tailing, Luxury branding

Education

• Ph D: Advertising, (2011), University of Texas - Austin
• MS: Advertising, (2005), University of Illinois - Urbana-Champaign, IL
• BA: German Language and Literature, (2002), Korea University - South Korea

Selected Awards and Honors

• Best Paper Award (Track: Advertising, Promotion & Marketing Communication) (2022), Scholarship/Research - Summer American Marketing Association
• 2022 Faculty Award for Teaching Excellence (MEI Dept.) (2022), Teaching - University of Massachusetts Lowell
• The Recognition as One of the Most Influential Articles in 2020 - American Academy of Advertising Journals (2021), Scholarship/Research - American Academy of Advertising
• The Recognition as One of the Most Read in Applied Cognitive Psychology 2018-2019 (2020), Scholarship/Research - Applied Cognitive Psychology
• The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2018-2019 (2019), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
• The UMass Lowell Award for Excellence in Innovative Teaching (2019), Teaching - University of Massachusetts Lowell
• The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2017-2018 (2018), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
• Outstanding Reviewer Award, Journal of Interactive Advertising (2018), Scholarship/Research - American Academy of Advertising
• The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2016-2017 (2017), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
• Best Paper Award (Track: Advertising, Promotion & Marketing Communication) (2017), Scholarship/Research - Summer American Marketing Association
• Emerald Literati Network Awards for Excellence: Highly Commended Paper Award Winner (2015) - International Marketing Review
• Faculty Scholarship Award (2015) - The Wehle School of Business at Canisius College

Selected Publications

• Yim, M.Y., Kim, E., Ahn, H. (2024). Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on mental imagery and negative emotions. Journal of Fashion Marketing and Management, 28(6) 1113-1134.
• Chu, S., Yim, M.Y., Mundel, J. (). Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: A review of how service businesses use promotional devices and future research directions. International Journal of Advertising.
• Yoon, H., Yan, H., Yim, M.Y. (2023). Native advertising relevance effects and the moderating role of attitudes toward social networking sites. Journal of Research in Interactive Marketing, 17(2) 215-231.
• Ahn, H., Yim, M.Y., Sung, Y. (2022). When metaphors become more persuasive: The interplay between goal orientation of ad claims and metaphor. International Journal of Advertising, 41(3) 541-562.
• Kim, S., Yim, M.Y. (2022). Exploring consumers' attitude formation toward their own brands when in crisis: Cross-national comparisons between US and China. Journal of Product & Brand Management (* Equal Authorship), 31(1) 56-72.
• Yim, M.Y., Kim, Y.K., Lee, J. (2021). How to easily facilitate consumers’ mental simulation through advertising: The effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 40(5) 810-834.
• Kim, Y.K., Yim, M.Y., Kim, E., Reeves, W. (2021). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing, 15(1) 30-48.
• Yim, M.Y., Lee, J., Jeong, H. (2021). Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective. Journal of Retailing and Consumer Services, 58 1-7.
• Yim, M.Y., Yoo, C.Y. (2020). Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of Interactive Marketing, 50 65-80.
• Park, S., Yim, M.Y. (2020). Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaption theory. Journal of Current Issues & Research in Advertising, 1(41) 20-35.
• Yim, M.Y., Park, S. (2019). "I am not satisfied with my body, so I like augmented reality (AR)” Consumer responses to AR-based product presentations. Journal of Business Research, 100 581-589.
• Yim, M.Y., Baek, T., Sauer, P.L. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44 122-139.
• Yim, M.Y., Abdourazakou, Y., Sauer, P.L., Park, S. (2018). Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games. International Journal of Advertising, 37(6) 958-983.
• Kim, Y.K., Yim, M.Y. (2018). When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers. Applied Cognitive Psychology (* Equal Authorship), 32(6) 815-822.
• Yim, M.Y. (2017). When shoppers don’t have enough self-control resources in a grocery store: Applying the strength model of self-control. Journal of Consumer Marketing, 34(4) 328-337.
• Yim, M.Y., Chu, S., Sauer, P.L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39 89-103.
• Yim, M.Y., Sauer, P.L., Williams, J., Lee, S., Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4) 363-389.
• Yim, M.Y., Yoo, S., Sauer, P.L., Seo, J.H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5) 528-544.
• Yim, M.Y., Cicchirillo, V., Drumwright, M. (2012). The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness. Journal of Advertising, 41(2) 113-128.
• Yim, M.Y., Park, S. (2010). Consumer-behavior research in major advertising and marketing journals: 1997 through 2006. Social Science Review, 22(2) 251-282.
• Yim, M.Y., Yoo, S., Till, B., Eastin, M. (2010). In-store video advertising effectiveness: Three new studies provide in-market field data. Journal of Advertising Research, 50(4) 386-402.

Selected Presentations

• The effectiveness of phygital product experiences on consumer product evaluations - American Academy of Advertising (AAA), March 2024 - Portland, OR
• How digital price labels enhance purchase intention - American Marketing Association (AMA), August 2023 - San Francisco, CA
• Is brand activism a beneficial marketing communication strategy? A comparative study - American Marketing Association (AMA), August 2023 - San Francisco, CA
• When you will buy a product recommended by an AI (Artificial Intelligence)-powered voice assistant: The moderating role of technology affordances - American Academy of Advertising (AAA), March 2023 - Denver, CO
• Does CEO narcissism matter? The moderating role of CEO narcissism in generating advertising effectiveness - American Marketing Association (AMA), August 2022 - Chicago
• Investigating brand activism as a marketing communication strategy: The mediating role of brand trust - American Marketing Association (AMA), August 2022 - Chicago
• Investigating digital transit advertising effectiveness in a subway station: One-year observations through facial recognition systems - American Marketing Association (AMA), August 2022 - Chicago
• Exploring out-of-home advertising effectiveness through facial recognition systems - American Academy of Advertising (AAA), March 2021 - Virtual
• Can you imagine yourself in that model's body? A conditional process moderated mediation model - American Marketing Association (AMA), August 2020 - Virtual
• The depiction effect of self-referencing cues on purchase intention in food advertising contexts - American Academy of Advertising (AAA), March 2020 - Virtual
• Exploring mannequin display effect on consumers’ purchase intention: An embodied cognition theory perspective - American Marketing Association (AMA), August 2019 - Chicago
• Exploring the effectiveness of tablet-based digital menus: The mediating role of consumption visions on consumer evaluations, - American Academy of Advertising (AAA), March 2019 - Dallas
• Exploring the effectiveness of tablet-based digital menus: The mediating role of consumption visions on consumer evaluations - Interactive Marketing Research Conference (IMRC): , March 2019 - Houston, TX
• How consumers respond to AR-based virtual try-on when they are not happy about themselves - American Marketing Association (AMA), August 2018 - Boston, MA
• Do celebrity endorsements benefit luxury branding? - American Academy of Advertising (AAA), March 2018 - New York, NY
• How consumers process information in menu books: Food marketing communications in food retail contexts - American Academy of Advertising (AAA), March 2018 - New York, NY
• “I’d like to share it with my friends on Facebook” Investigating message strategies to encourage eWOM - Annual conference of Marketing Edge Summit, October 2017 - New Orleans, LA
• That’s me eating the sushi: The influence of consumption visions on attitudes toward the product - Annual conference of Summer American Marketing Association (AMA), August 2017 - San Francisco, CA (Best Paper Awarded)
• I am feeling back to those days: Three-way interaction effect of nostalgia, age, and gender on youthfulness in nostalgia marketing - Annual conference of Academy of Marketing Science (AMS), May 2017 - Coronado, CA
• I see myself in use: Measuring the strength of consumption visions (CV) - Annual conference of American Academy of Advertising (AAA), March 2017 - Boston, MA
• Understanding the impact of the body size of models: How guilt and shame influence consumer purchase intention - Annual Conference of Summer American Marketing Association (AMA), August 2016 - Atlanta, GA
• Are celebrity endorsements necessary in campaigns for luxury brands? - Annual conference of Global Marketing Conference, July 2016 - Hong Kong, China
• Brand owner’s response to a crisis: Investigating the effect of brand consciousness - Annual conference of Asian-Pacific Conference on Management and Business, June 2016 - Danang, Vietnam
• The effectiveness of augmented reality based product presentations on consumer evaluations - Annual conference of American Academy of Advertising (AAA), March 2016 - Seattle, WA
• Why shoppers spend more as they shop longer: A perspective from the self-control strength model - Annual conference of Summer American Marketing Association (AMA), August 2015 - Chicago, IL
• When a brand is at risk: Strategic brand management with a focus of core competency and self-disclosure - Annual conference of American Academy of Advertising (AAA), April 2015 - Chicago, IL
• The U-shaped relationship between hedonic shopping motivation and consumers’ changes in purchase decisions - Annual conference of Association for Consumer Research (ACR), October 2014 - Baltimore, MD
• When highly curious consumers have high self-esteem: Maximizing the effects of augmented reality in brand communication - Annual conference of Association for Consumer Research (ACR), October 2014 - Baltimore, MD
• When presence meets electronic technology acceptance model: Investigating consumer evaluations on augmented reality technology - Annual conference of European Advertising Academy (EAA), June 2014 - Amsterdam, Netherland
• Do my eyes deceive me, the king has no clothes – or does he? Understanding ART in wearing virtual apparel - Annual conference of Business Research Consortium (BRC), April 2014 - Rochester, NY
• Imagine yourself in use: Measuring the construct of consumption visions - Annual conference of Association for Consumer Research (ACR), October 2013 - Chicago, IL
• Too much spot light: The role of celebrities in luxury brand advertising - Annual conference of American Academy of Advertising (AAA), April 2013 - Albuquerque, NM

Selected Contracts, Fellowships, Grants and Sponsored Research

• Faculty Summer Mini-Grants for AI Integration in Pedagogy (2024), Grant - UMass Lowell
  Yim, M.Y.
• Can artificial intelligence-powered robots entice us to purchase something? The role of embodied rapport as a persuasion mechanism (2023), Grant - UMass Lowell Internal Seed Awards
  Yim, M.Y. (Principal), Ryoo, Y. (Co-Investigator), Kim, B.G. (Supporting)
• Virtual reality distorts a user’s perceptions of the real world: Presenting experimental evidence (2022), Grant - Donahue Center for Business Ethics and Social Responsibility
  Yim, M.Y. (Principal), Khan, S. (Co-Investigator), Kim, B.G. (Supporting)
• How do economic, environmental, and behavioral factors affect out-of-home advertising effectiveness? A perspective from facial recognition technology (2019), Fellowship - American Academy of Advertising
  Yim, M.Y. (Principal), Jang, J. (Co-Investigator), Yoo, S. (Co-Investigator)
• Investigating the effect of brand attachment in crises (2015), Grant - the Faculty of Social Science, The Chinese University of Hong Kong, Hong Kong.
  Yim, M.Y. (Co-Principal), Kim, S. (Co-Principal)
• The effectiveness of iPad based interactive ordering system on consumer evaluations (2013), Sponsored Research - Sakura Sushi Japanese Cuisine, Cheektowaga, NY
  Yim, M.Y. (Principal)
• “Attention without memory” in the context of stereoscopic 3-D sports games: Analyses from an eye-tracker’s perspective (2012), Sponsored Research - School of Education and Human Services Research Support, Canisius College, Buffalo, NY
  Yim, M.Y. (Co-Principal), Abdourazakou, Y. (Co-Principal)
• The impact of in-store video media on shopper behavior in a supermarket (2008), Sponsored Research - CJ Powercast Inc., Seoul, Korea
  Yim, M.Y. (Co-Principal), Yoo, S. (Co-Principal)
• The impact of stereoscopic 3-D technology as a marketing communication tool (2007), Sponsored Research - Pavonine Korea Inc., Incheon, Korea
  Yim, M.Y. (Principal)