| Humorous threat persuasion in advertising: The effects of humor, threat intensity, and issue involvement HJ Yoon, SF Tinkham Journal of Advertising 42 (1), 30-41, 2013 | 146 | 2013 |
| Social and psychological determinants of levels of engagement with an online breast cancer support group: posters, lurkers, and nonusers JY Han, JH Kim, HJ Yoon, M Shim, FM McTavish, DH Gustafson Journal of health communication 17 (3), 356-371, 2012 | 120 | 2012 |
| The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites YJ Lee, HJ Yoon, NH O'Donnell Journal of business research 83, 202-214, 2018 | 118 | 2018 |
| Understanding schema incongruity as a process in advertising: Review and future recommendations HJ Yoon Taylor & Francis Group, 2012 | 104 | 2012 |
| Understanding green advertising attitude and behavioral intention: An application of the health belief model HJ Yoon, YJ Kim Journal of promotion management 22 (1), 49-70, 2016 | 93 | 2016 |
| Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation HJ Yoon Journal of Advertising 44 (2), 126-139, 2015 | 88 | 2015 |
| Integrating advertising and publicity J Kim, HJ Yoon, SY Lee Journal of Advertising 39 (1), 97-114, 2010 | 73 | 2010 |
| The moderating role of gender identity in responses to comedic violence advertising HJ Yoon, Y Kim Journal of Advertising 43 (4), 382-396, 2014 | 62 | 2014 |
| ‘Thinking and feeling’products and ‘utilitarian and value-expressive’appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model H Choi, HJ Yoon, HJ Paek, LN Reid Journal of Marketing Communications 18 (2), 91-111, 2012 | 61 | 2012 |
| Understanding responses to comedic advertising aggression: The role of vividness and gender identity MG Weinberger, K Swani, HJ Yoon, CS Gulas International Journal of Advertising 36 (4), 562-587, 2017 | 51 | 2017 |
| Saving behavior messaging: Gain/loss framing, self/family orientations, and individual differences in collectivism HJ Yoon, C La Ferle Journal of Advertising 47 (2), 146-160, 2018 | 37 | 2018 |
| Gender differences in arousal priming effects on humor advertising HJ Yoon, YJ Lee International Journal of Advertising 38 (3), 383-404, 2019 | 31 | 2019 |
| Emotional and cognitive responses to nonhumorous and humorous threat persuasion public service advertisements HJ Yoon Journal of Current Issues & Research in Advertising 36 (1), 52-69, 2015 | 31 | 2015 |
| The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and … H Kim, Y Seo, HJ Yoon, JY Han, Y Ko International Journal of Advertising 40 (7), 1187-1208, 2021 | 30 | 2021 |
| Comedic violence in advertising: the role of normative beliefs and intensity of violence HJ Yoon Humor in Advertising, 159-179, 2021 | 30 | 2021 |
| When brand activism advertising campaign goes viral: An analysis of always# LikeAGirl video networks on YouTube M Lee, HJ Yoon International Journal of Advanced Culture Technology 8 (2), 146-158, 2020 | 30 | 2020 |
| What makes people “like” comedic-violence advertisements? A model for predicting attitude and sharing intention Y Kim, HJ Yoon Journal of Advertising Research 54 (2), 217-232, 2014 | 30 | 2014 |
| Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type Y Huang, HJ Yoon Journal of Social Marketing 12 (2), 105-123, 2022 | 29 | 2022 |
| Do humour and threat work well together? The moderating effect of need for cognition in humorous threat persuasion advertisements H Jin Yoon, J Mark Mayer International Journal of Advertising 33 (4), 725-740, 2014 | 27 | 2014 |
| How Much are Health Websites Influenced by Culture? Content Analysis of Online Diet Programs in the United States, the United Kingdom, and Korea Jay (Hyunjae) Yu, KW King, HJ Yoon Journal of Promotion Management 16 (3), 331-359, 2010 | 27 | 2010 |
Yoon Joo LeeAssociate Professor, Edward R. Murrow College of Communication, Washington State UniversityVerified email at wsu.edu
