Carolyn Yoon

Dr. Carolyn Yoon has contributed extensively to the field of marketing through her pioneering research and academic leadership at the University of Michigan's Ross School of Business. As a distinguished professor, her work delves into the intricate realms of consumer neuroscience and decision neuroscience, exploring how these areas intersect with cultural and cognitive factors. Her research is particularly focused on understanding cognitive aging in consumer contexts and the role of implicit memory in consumer information processing. Dr. Yoon's scholarly pursuits extend to cultural neuroscience, where she investigates cross-cultural differences in memory and cognition. Her innovative approach combines insights from neuroscience with marketing, offering a unique perspective on how consumers make decisions and how these processes are influenced by cultural backgrounds and aging. In addition to her research, Dr. Yoon plays a vital role in promoting diversity, equity, and inclusion at the Ross School of Business, serving as the associate dean for DEI. Her leadership in this area underscores her commitment to fostering an inclusive academic environment that values diverse perspectives and experiences. Dr. Yoon's contributions to both academia and the broader community have been recognized through numerous awards and accolades. Her work not only advances the understanding of consumer behavior but also informs practical strategies for businesses aiming to connect with diverse consumer groups. Through her research and leadership, Dr. Yoon continues to shape the future of marketing education and practice.