John Yi

Doctoral Candidate

McClelland Hall 320C

Areas of Expertise

  • Digital marketing
  • Online consumer behavior
  • Word-of-mouth
  • Identity
  • Sensory marketing


John studies how digital technologies influence the way that consumers interact with firms and other consumers. His dissertation explores how and when personalized marketing actions, like customized greetings and automated recommendations, can backfire. In his other projects, John investigate how innovations in hardware (e.g., touchscreens) and software (e.g., humorous image filters) are changing the way that consumers evaluate products and share content on social media platforms, like Facebook, Twitter, and Snapchat.


Working Papers:

Yi, J., & Warren, C. “When Do Personalized Products and Services Backfire?” preparing draft for Journal of Consumer Research.
Yi, J., & Nielsen, J. “When Does Using Touch Devices Increase Product Liking?” data collection completed; preparing draft for Journal of Consumer Research.
Yi, J., Warren, C., & Berger, J. “What Do We Share: Humor Makes Consumers More Likely to Share Bad Stuff, but Not Good Stuff,” data collection completed.
Cao, C., Yi, J., & Brucks, M. “Curiosity and Collecting: Collecting as A Means of Exploration,” data collection in progress.

Conference Presentations

Yi, J.*, & Warren, C. (2019, April). “When Personalization Backfires,” 37th Annual University of Houston Doctoral Symposium, Houston, TX.
Yi, J.*, & Warren, C. (2018, October). “When Does Humor Increase Sharing,” presented at the Association for Consumer Research Conference , Dallas, TX.
Yi, J.*, & Nielsen, J. (2017, October). “When You Touch It: Increase of Product Liking When Using Touch Devices,” Association for Consumer Research Conference, San Diego, CA.


  • Graduate and Professional Student Council Research and Project Grant, University of Arizona, 2019
  • Lisle & Roslyn Payne Endowment, Eller College of Management, 2019, 2018, 2017
  • National Research Fellowship for Humanities, Korea Student Aid Foundation, 2014
  • Scholarship, Seoul National University, 2010-2013