Sunghwan Yi

Associate Professor
Department of Marketing and Consumer Studies
Email: 
syi@uoguelph.ca
Phone number: 
Extension 52416
Fax: 
519-823-1964
Office: 
Macdonald Institute (MINS), Room 201B

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Education

  • Ph.D., Pennsylvania State University
  • MBA, Seoul National University, Korea
  • BBA, Seoul National University, Korea

Research Interests

  • Automatic determinants of addictive, impulsive and compulsive consumer behaviour (e.g., excessive buying, gambling)
  • Factors conducive to successful self-regulation and barriers in the context of impulsive consumption (e.g., gambling, shopping, snacking) 
  • Affective motives of engaging in impulsive consumption behaviour: Coping and Enhancement motives 
  • Real-time assessment of consumption, affective antecedents, and post-consumption experiences via Daily Diary and Ecological Momentary Assessment methodologies
  • How to help change food habits, especially, how to "nudge" people to choose and consume more vegetables in mass eating settings 

Supervision:

Open to advising MSc students:  YES

Open to advising PhD students:  YES

Publications

Hudson, A., Gough, K., Yi, S., Stiles, M., Davis MacNevin, P., & Stewart, S. H. (2017). Examining the effects of gambling-relevant cues on gambling outcome expectancies. International Gambling Studies, 17 (2), 232-250. 

Stiles, M., Hudson, A., Ramasubbu, C., Ames, S., Yi, S., Gough, K., & Stewart, S. H. (2017). The role of memory associations in excessive and problem gambling. Journal of Gambling Issues, 34, 121-139

Hudson, A., Olatunji, B. O., Gough, K., Yi, S., & Stewart, S. H. (2017). Eye on the prize: High-risk gamblers show sustained selective attention to gambling cues. Journal of Gambling Issues, 34, 100-119. 

Yi, S., Kanetkar, V., & Brauer, P. (2015). Assessment of heterogeneity in types of vegetables served by main household food preparers and food decision influencers. Public Health Nutrition, 18 (15), 2750–2758.

Stewart, M. J., Stewart, S. H., Yi, S., & Ellery, M. (2015). Predicting gambling behaviour and problems from implicit and explicit positive gambling outcome expectancies in regular gamblers. International Gambling Studies, 115 (1), 124-140. 
Jung, J., & Yi, S. (2014). Assessment of heterogeneity of compulsive buyers based on affective antecedents of buying lapses. Addiction Research & Theory, 22 (1), 37-48.

Yi, S., Stewart, M., Collins, P., & Stewart, S. H. (2014). The Activation of Reward Versus Relief Gambling Outcome Expectancies in Regular Gamblers: Relations to Gambling Motives. Journal of Gambling Studies, 1-16.

Stewart, M., Yi, S., & Stewart, S. (2014). Effects of Gambling-Related Cues on the Activation of Implicit and Explicit Gambling Outcome Expectancies in Regular Gamblers. Journal of Gambling Studies, 30, 653-668.

Yi, S. (2013). Heterogeneity of compulsive buyers based on impulsivity and compulsivity dimensions: A latent profile analytic approach. Psychiatry Research, 208 (2), 174-182. 

Yi, S. (2012). Shame-proneness as a risk factor of compulsive buying. Journal of Consumer Policy, 35, 393-410

Yi, S. (2012). Shame-prone gamblers and their coping with gambling loss. Journal of Gambling Issues, 27, 1-21.

Stewart, M.Yi, S., & Stewart, S. (forthcoming). Effects of Gambling-Related Cues on the Activation of Implicit and Explicit Gambling Outcome Expectancies in Regular Gamblers. Journal of Gambling Studies. 

Jung, J., & Yi, S. (2013). Assessment of heterogeneity of compulsive buyers based on affective antecedents of buying lapses. Addiction Research & Theory.

Yi, S. & Baumgartner, H. (2011). Coping with guilt and shame in the impulse buying context. Journal of Economic Psychology, 32 (3), 458-467.

Yi, S. & Kanetkar, V. (2010). Implicit measures of attitudes toward gambling: An exploratory study. Journal of Gambling Issues, 24 (July), 140–163.

Yi, S. & Kanetkar, V. (2010). Coping with guilt and shame after gambling loss. Journal of Gambling Studies, 27 (3), 371-387.

Presentations

Yi, S. & O'Connor, R. (2017) An investigation of the heterogeneity of compulsive buyers: The speed of automatic activation of coping versus enhancement motive of buyingAn investigation of the heterogeneity of compulsive buyers: The speed of automatic activation of coping versus enhancement motive of buying. AMA Marketing and Public Policy Conference, San Luis Obispo, CA., June. 

Yoon, H., Kim, S., Kim, D., & Yi, S. (2017). Development of the Cognitive Distortion in Speculative Stock Trading Scale, International Conference of Behavioural Addictions, Geneva, March. 

Yi, S. & Kanetka, V. (2016) Can the variation of the size of plates, bowls and serving spoons be utilized to boost healthy eating? A field experiment in the salad bar. Society for Consumer Psychology, St. Pete, FL, February. 

Yi, S. & Stewart, M., Collins, P., Stewart, S. H. (2016). Do Response Time Measures of Gambling-related Cognitions Predict Gambling Behavior? AMA Marketing and Public Policy Conference, Washington DC, June. 

Yi, S. & Stewart, M., Stewart, S. H., Ellery, M. (2015). Effects of gambling advertisements on the activation of implicit versus explicit gambling outcome expectancies among regular gamblers. International Conference of Behavioural Addictions. Budapest, March. 

Yi, S. & O'Connor, R. (2015). Development of a self-report scale of  coping and enhancement motives of excessive buying. International Conference of Behavioural Addictions, Budapest, February. 

Stewart, M., Yi, S., Ellery, M., Stewart, S. (2014). Effects of gambling advertisements on the activation of implicit and explicit gambling outcome expectancies in regular gamblers. The Alberta Gaming Research Institute’s Annual Conference, Banff, AB, April. 

Yi, S., Kantekar, V., & Brauer, P. (2013). Does the quality of motivation matter for frequent consumption of vegetables? The American Psychological Association Annual Convention, Hawaii, August.

Yi, S., Collins, P., Stewart, M., Stewart, S. (2013). The activation of reward versus relief gambling outcome expectancies in regular gamblers. International Conference on Gambling and Risk Taking, Las Vegas, May.

Yi, S., Kantekar, V., & Brauer, P. (2013). Assessment of heterogeneity of main food preparers based on the frequency of serving specific vegetables. World Forum for Nutrition Research Conference, Reus, Spain, May.

Yi, S., & O’Connor, R. (2013). Coping and enhancement motives of compulsive buying and the heterogeneity of compulsive buyers. International Conference of Behavioural Addiction, Budapest, Hungary, March.

Yi, S., Collins, P., Stewart, M., Stewart, S. (2013). The activation of reward versus relief gambling outcome expectancies in regular gamblers. International Conference of Behavioural Addiction, Budapest, Hungary, March.

Stewart, M., Yi, S., & Stewart, S. (2012). The effects of gambling-related cues on the activation of implicit and explicit gambling outcome expectancies in regular gamblers. The Alberta Gaming Research Institute’s Annual Conference, Banff, AB.

Yi, S., Kanetkar, V., Brauer, P., Mendoza, J., & Bogdanovich, V. (2012). Vegetable consumption and preparation in Ontario households. The OMAFRA Knowledge Transfer and Transformation Convention, Guelph, ON.

Yi, S., & El Gamal, M. (2011). The priming effect of negative affect on attention bias to shopping-related concepts in individuals with compulsive buying tendencies. The 119th American Psychological Association Annual Convention, Washington, D.C. 

Shuster, J., Yi, S., Brauer, P., Kanetkar, V., Wu, K., & Konadu, R. (2011).Barriers to vegetable consumption in Ontario. Canadian Nutrition Society Conference, Guelph, Ontario

Funding

“Nudge-based approaches to increasing vegetable consumption among young adults in Ontario”, OMAFRA-UG partnership fund, $100,000.

“A daily diary investigation of self-regulation in gambling”, Manitoba Gambling Research Program, $49,944. 

"The Activation of explicit and implicit gambling outcome expectancies in response to gambling cues and anti-gambling messages" Manitoba Gambling Research Program, Small Research Funding.  $50,000 (Co-investigator)

“Assessment of affective buying motives in compulsive buyers and buyers with excessive buying tendencies”, Social Sciences and Humanities Research Council of Canada (SSHRC), Standard Research Grant. $105,256 (Primary investigator)

“Consumers' perception, purchase, and intake of vegetables in Ontario”, Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA), OMAFRA/UG partnership grant. $100,000 (Primary investigator)

“The Investigation of Automatic Activation of Gambling Outcome Expectancies”, Ontario Problem Gambling Research Center (OPGRC), Level II research grant. $42,000 (Primary investigator) (Completed in 2012)