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Professor Youjae Yi

Seoul National University, College of Business Administration,
1 Gwanak-ro, Gwanak-gu, Seoul, 08826, Korea


Youjae Yi is currently a distinguished professor of marketing at the College of Business Administration of Seoul National University. He received a B.A. from Seoul National University, an M.S. in Statistics and a Ph.D. in Marketing from Stanford University. Before joining the SNU faculty, Professor Yi had been on the faculty of Business School of University of Michigan as Sanford R. Robertson Assistant Professor and tenured Associate Professor.
He has served as the president of the Korean Marketing Association as well as the Korean Society of Consumer Studies, on the board of directors for several companies and on the advisory council of Association for Consumer Research. He has also served as a co-editor of Service Industries Journal and an associate editor of Journal of Consumer Psychology. He has developed several service-related indices such as KS-SQI and Seoul Service Index.
He has authored more than 200 articles in leading academic journals such as Journal of Marketing Research, Journal of Consumer Research, Administrative Science Quarterly, Journal of Advertising, and Journal of Consumer Psychology. His research interests include customer satisfaction, services marketing, advertising effects, brand equity, and customer participation behavior.


Ph.d.Stanford University, 1987 (Marketing)

M.S.Stanford University, 1986 (Statistics)

B.A.Seoul National University, 1982 (Business Administration)

Professional Experience

2022 ~Distinguished Professor, Seoul National University

1993 ~Professor of Marketing, Seoul National University

2020-2022Dean, College of Business Administration, Seoul National University

2012-2015KT Professor of Marketing, Seoul National University

2011-2013Director, Institute of Management Research

2003-2005Associate Dean, Seoul National University

1993Associate Professor of Marketing (with tenure), University of Michigan

1992-1993Sanford Robertson Assistant Professor of Business Administration, University of Michigan

1987-1992Assistant Professor of Marketing, University of Michigan

Honors and Awards

1992Best Paper Award, Academy of Marketing Science

1992Sanford R. Robertson Professorship in recognition of early career accomplishments

1995-97POSRI Research Fellow

2001Best Book Award, JCC Foundation

2003, 2011, 2014, 2015Best Paper Award, Korean Marketing Association

2003Best Paper Award, Korean Association for Survey Research

2008Distinguished Scholar, Korea Research Foundation

2010Best Paper Award, Korean Society of Consumer Studies

2010Distinguished Achievement Award, Korean Society of Consumer Studies

2010Distinguished Achievement Award, Korean Standard Association

2012Best Paper Award, Service Marketing Association

2014Best Researcher Award, Korean Academic Society of Business Administration

2015Emerald Citations of Excellence Award

2019Long-term Contribution Award, Korean Marketing Association

Professional Service

1991, 94, 96Program Committee, Association for Consumer Research Conference

2000Developer of KS-SQI (Korean Standard-Service Quality Index)

2001-03Advisory Council, Association for Consumer Research

2004 Co-Chair, Asia-Pacific ACR Conference

2001-07Board of Directors, LG Household & Healthcare, Inc

2005-08Board of Directors, Korea Consumer Agency

2005-09Board of Directors, Hana Bank

2007-08 President, Korean Society of Consumer Studies

2009-10President, Korean Marketing Association

2011-12President, Service Marketing Association

2011-18Board of Directors, Hyundai Motors

2018Fellow, The Korean Academy of Science and Technology

Editorial Service


2008-2011Service Industries Journal

1995-1997, 2005-2008Seoul Journal of Business

2002-2004Korean Journal of Consumer Studies

Area Editor

2009-2011, 2015-2017Journal of Consumer Psychology

2017-Service Industries Journal

Editorial Board

1997-Psychology & Marketing

2007-2009Journal of the Academy of Marketing Science

2005-2007Journal of Consumer Psychology

2002-2004Journal of Consumer Research

1997-2006Service Industries Journal

Selected Articles

“On the Evaluation of Structural Equation Models" (with R. Bagozzi), Journal of the Academy of Marketing Science, 16(Spring), 1988: 74-97.
"On the Use of Structural Equation Models in Experimental Designs," (with R. Bagozzi), Journal of Marketing Research, 26(August), 1989: 271-284.
"The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, 17(Sept.), 1990: 215-222.
"Assessing Method Variance in Multitrait-Multimethod Matrices: The Case of Self-Reported Affect and Perceptions at Work," (with R. Bagozzi), Journal of Applied Psychology, 75(October), 1990: 547-560.
"Multitrait-Multimethod Matrices in Consumer Research," (with R. Bagozzi), Journal of Consumer Research, 17(March), 1991: 426-439.
"Assessing Construct Validity in Organizational Research," (with R. Bagozzi & L. Phillips), Administrative Science Quarterly, 36(September), 1991: 421-458.
"State- and Action-Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," (with R. Bagozzi & H. Baumgartner), Journal of Consumer Research, 18(March), 1992: 505-518.
“Multitrait-Multimethod Matrices in Consumer Research: Critique and New Developments," (with R. Bagozzi), Journal of Consumer Psychology, 1993: 143-170.
“Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty," (with H. Jeon) Journal of the Academy of Marketing Science,31(3), 2003: 229-240.
“When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement,” (with J. Suh) Journal of Consumer Psychology, 16(2), 2006: 145-155.
“Variety Seeking in Choice for Others: Interpersonal and Intrapersonal Causes," (with J. Choi et al.) Journal of Consumer Research, 32(March), 2006: 590-595.
“Specification, Evaluation, and Interpretation of Structural Equation Models," (with R. Bagozzi), Journal of the Academy of Marketing Science, 40(1), 2012: 8-34.
“The Role of Cultural Communication Norms in Social Exclusion Effects,” (with J. Lee & L. Shrum), Journal of Consumer Psychology, 27(1), 2017: 108-116.