University of Michigan Ross School of Business

Carolyn Yoon

Professor of Marketing | University of Michigan

Carolyn Yoon’s research seeks to advance the understanding of psychological and neural mechanisms underlying judgment and decision processes across the lifespan, especially in consumer contexts and across different social and cultural environments. She takes a multi-level and multi-systems approach to elucidate basic processing mechanisms that lead to specific behavioral outcomes in domains involving consumer decision making, health, and well-being. In so doing, she considers the interplay between neurobiology, environment, and behavior in order to develop theoretical insights that also have meaningful implications for consumers, practitioners, and
public policymakers.

Session: Leveraging Insights from Consumer Neuroscience to Promote Prosocial Behavior

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Conference Schedule


See the detailed 2019 conference schedule here.