Yoonji Shim is an Assistant Professor at the School of Management and Economics of The Chinese University of Hong Kong, Shenzhen. She received her Ph.D. in Marketing (Consumer Behavior) from the Sauder School of Business, The University of British Columbia in 2018. Prior to that, she earned her M.A. in Social Psychology and B.A. in Psychology from Seoul National University in Korea. Her research focuses on experiential versus material purchases, consumer self-threats, consumption emotions, and prosocial and sustainable consumption. She has presented her research at several conferences, including the Association for Consumer Research (ACR) and the Society for Consumer Psychology (SCP).



Academic Publications

Working Papers:

1. Making the Ideal Choice: The Role of Ideal Affect in Guiding Experiential Versus Material Consumption (with Katherine White)

2. Embracing the Experiential: Reminders of Mortality Increase Consumer Preferences for Experiences over Material Goods (with Katherine White)

3. Don't Forget the Future: Long-Term Cost Labels Activate Temporal Tradeoffs (with David. J., Hardisty, Daniel Sun, and Dale Griffin)


Work in progress:

1. The Influence of Reflection versus Rumination of Mortality Salience on Organ Donation Intentions (with Ankur Kapoor, Katherine White, and JoAndrea Hoegg)

2. Representational Curation and Decreased Consumption (with Katherine White)



1. Jiyoon Chung, "Real Options in Preemptive Patenting: Evidence from the America Invents Act (AIA)", Academy of Management Proceedings, 2019

2. Jiyoon Chung, Annika Lorenz, and Deepak Somaya, "Dealing with intellectual property (IP) landmines: Defensive measures to address the problem of IP access", Research Policy, Vol. 38 (9) , 2019