younghuh@ust.hk
(825) 2358 7713
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Young Eun Huh

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IEMS Research Areas

AREAS OF EXPERTISE

Consumer Judgement and Decision Making; Motivation; Food Consumption

SHORT BIO

Professor Young Eun Huh studies how cognitions determine and influence consumers’ motivation to consume goods, especially in the domain of food consumption. Her research has been published in top-tier academic journals, including Science, Psychological Science, Journal of Consumer Research, and Journal of Marketing Research.

SELECTED PAPERS & PUBLICATIONS

  • Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2016) “Selective Sensitization: Consuming a Food Activates a Goal to Consume its Complements,” forthcoming at Journal of Marketing Research.
  • Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2016) “More Similar but Less Satisfying: Comparing Preferences for and the Efficacy of Within- and Cross-Category Substitutes for Food,” forthcoming at Psychological Science.
  • Huh, Young Eun, Joachim Vosgerau, and Carey K. Morewedge (2014) “Social Defaults: Observed Choices Become Choice Defaults,” Journal of Consumer Research, 41 (October), 746-60.
  • Morewedge, Carey K., Young Eun Huh, and Joachim Vosgerau (2010) “Thought for Food: Imagined Consumption Reduces Actual Consumption,” Science, 303, 1530-1533.