Sunghwan Yi | Gordon S. Lang School of Business and Economics

Sunghwan Yi

Department of Marketing and Consumer Studies
Phone number: 
Extension 52416
Macdonald Institute (MINS), Room 201B

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  • Ph.D., Pennsylvania State University
  • MBA, Seoul National University, Korea
  • BBA, Seoul National University, Korea
  • Automatic determinants of addictive, impulsive and compulsive consumer behaviour (e.g., excessive buying, gambling)
  • Factors contributing to successful self-control versus self-control failure in excessive consumption 
  • Affective motives of engaging in excessive consumption behaviour: Coping with aversive self-related emotions  
  • The use of choice architecture (nudging) and other micro-environmental changes to induce the choice of fruits, vegetables and legume-rich food in institutional food contexts
  • Optimization of mixed dish offerings with partially substituting resource-intensive animal protein with plant-based ingredients (esp. legume): synergy among healthiness, environmental sustainability and sensory pleasure


Open to advising MSc students:  YES

Open to advising PhD students:  YES

Yi, Sunghwan, Goldstein, Abby & Haefner, Sasha. (2022, September). A Daily Diary Investigation of Self-Regulation in Gambling. Psychology of Addictive Behaviours. Retrieved from

Yi, Sunghwan, Kanetkar, Vinay & Brauer, Paula. (2022, June). Nudging food service users to choose fruit-and vegetable-rich items: Five field studies. Appetite, 173, 105978.

Yi, Sunghwan, Kanetkar, Vinay & Brauer, Paula. (2022, April). Customer support for nudge strategies to promote fruit and vegetable intake in a university food service. BMC Public Health, 22(706), 1-20.

Maraz, Aniko & Yi, Sunghwan. (2022, March). Compulsive buying gradually increased during the first six months of the Covid-19 outbreak. Journal of Behavioural Addictions, 11(1), 88-101.

Erb, Sandra, Barata, Paula, Yi, Sunghwan, MacLachlan, Kaitlyn & Powell, Deborah. (2022, July). The Shame and Guilt Distinction: Addressing the (Mal)Adaptive Nature of Guilt. Traumatology. Retrieved from

Maraz, Aniko, Katzinger, Eva & Yi, Sunghwan. (2021, September). Potentially addictive behaviours increase during the first six months of the Covid-19 pandemic. Journal of Behavioral Addictions, 10(4), 912–919.

Baines, K, DeMarco, N, Brauer, P & Yi, S. (2021, January). Post-Secondary Food Service Manager Perspectives on Fruit and Vegetable Nudging Strategies. Current Developments in Nutrition, 5(9).

Holligan, S, Yi, S, Kanetkar, V, Haines, J & Brauer, P. (2019, September). Preferences for vegetables among university foodservice users: a survey to inform nudge-based interventions. British Food Journal, 121(12), 3338-3349.

Hudson, A, Gough, K, Yi, S, MacNevin, D & Stewart, S H. (2017, September). Examining the effects of gambling-relevant cues on gambling outcome expectancies. International Gambling Studies, 17(2), 236-250.

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

Yi, S, Goldstein, A & Haefner, S. (September, 2022). A Daily Diary Investigation of Self-Regulation in Gambling. European Association of Study in Gambling conference

Yi, S, Brauer, P & Kanetkar, V. (Aug. 2021). Customers' Support for Nudge Strategies to Promote Fruit and Vegetable Intake in a University Food Service. European Health Psychology Society annual conference

Shen, Y, Yi, S, Joppe, M & Choi, C. (Jan. 2021). Why is gamified travel information more effective? An experimental investigation. Travel and Tourism Research Association (TTRA) International Conference

Yi, S & Huang, S. (Mar. 2019). What drives tourists to engage in value co-creation in creative tourism? Evidence from a cooking workshop in Lisbon, Portugal. International Research Conference for Hospitality and Tourism

Yi, S & Brauer, P. (Sep. 2018). Nudging young adults to choose more vegetables in mass eating context: Findings from field studies. EGEA Conference on Nutrition and Health

Yi, S. & O'Connor, R. (May 2018). Validation of Pathological Buying Scale with English-speaking Canadian samples. International Conference of Behavioural Addiction

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

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

"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)  

Area of Research

consumer behaviour