Dr Yoon’s research investigates how consumers predict their consumption and experiences, why those predictions are often systematically biased, and how better-designed choices can improve both individual well-being and broader societal outcomes. 

As Assistant Professor of Marketing at Imperial Business School, Heeyoung Yoon brings a research agenda that blends consumer psychology, marketing, and public policy. Her work focuses on the ways in which consumers form expectations, how these expectations deviate from reality, and how such biases influence everyday choices. 

At the heart of her research is the question: why do people so often mispredict their own behaviours? From overestimating how much they will enjoy a product, to underestimating the influence of situational and contextual factors, these biases can have far-reaching consequences. Dr Yoon’s research sheds light on the psychological processes behind these systematic errors, while also identifying interventions that can guide individuals toward more beneficial and sustainable decisions.

From consumer psychology to societal impact 

Dr Yoon’s research is motivated not only by curiosity about how people think but also by the desire to improve outcomes for individuals and society. She studies how consumer mispredictions influence decisions with long-term implications for well-being, sustainability, and even carbon emissions. For example, her work reveals how consumers’ misplaced confidence in preference as the primary driver of consumption can lead to inaccurate forecasts and suboptimal decisions. 

By highlighting the role of overlooked factors such as habits, motivation and availability, her research demonstrates that small shifts in framing, design, or choice architecture can promote better consumer outcomes. This focus places her work at the intersection of academic inquiry and practical solutions, offering insights for marketers, policymakers, and organisations seeking to encourage prosocial and sustainable behaviour. 

The gap between prediction and reality 

In a recent article published in the Journal of Consumer Research, Dr Yoon shows that consumers systematically overestimate the role of personal preference in determining how much they consume. While people predict that “liking” will drive consumption quantity, contextual factors like availability and habit often play a stronger role. This disconnect helps explain why consumption predictions are frequently inaccurate and why interventions that take account of these overlooked influences may be more effective in guiding healthier and more sustainable decisions. 

In her ongoing projects, she continues to investigate biases in assortment choices, comparison judgments, and sustainability decisions. These lines of inquiry build a comprehensive picture of how expectations and decision structures shape consumer behaviour. 

Dr Yoon completed her PhD in Marketing at New York University’s Stern School of Business. Her academic training and research experience equip her with a strong foundation in both experimental methods and theory-driven inquiry. By bringing these approaches to Imperial, she aims to expand collaborations that cut across marketing, psychology, and public policy. 

On joining Imperial, she reflected: “Imperial’s commitment to world-leading research and global impact makes it an inspiring place to be. I’m excited to contribute to and learn from colleagues who are advancing solutions to some of the most pressing challenges of our time.” 

At Imperial Business School, Dr Yoon looks forward to continuing her research into consumer judgment and decision-making while building connections with colleagues working on sustainability, behavioural science, and social impact. Her goal is to develop insights that not only advance academic knowledge but also create meaningful benefits for consumers and society.