In their research, Bryant Professor of Marketing Sukki Yoon and Associate Professor of Marketing Kacy Kim study how we see the world and the factors that lead us to make key choices. “The Mind of the Beholder: Congruence Effects in Luxury Product Placements,” the result of a study they conducted examining how perception influences consumer behavior when it comes to purchasing luxury products, was published in The International Journal of Advertising, an international peer-reviewed journal that publishes research contributions to scientific knowledge regarding marketing communications.
Working with Patricia Rossi and Felipe Pantoja, Assistant Professors of Marketing at IESEG School of Management, Yoon and Kim tested their hypotheses in three scenarios. In the first, participants viewed a luxury handbag appearing against upscale or downscale backgrounds. In the second study, they were primed to associate with high or low social classes before they viewed a luxury product placed in upscale or downscale movie scenes. In the third study, participants read a news article that described the placed luxury product as a genuine high-end product or as a discount brand.
Their findings demonstrate that people are more likely to buy an item when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image.
The contributions made through their most recent study add to an already impressive body of research conducted by Yoon and Kim. A globally renowned scholar in marketing and advertising, Yoon’s award-winning research focuses on the fundamental questions of consumer behavior and addresses issues that enhance managerial marketing decisions. He is the Editor-in-Chief of the Journal of Current Issues and Research in Advertising, and his work has appeared in more than 50 journal articles, book chapters, and books.
Kim’s studies have focused on the fields of marketing and social science research, including economics and psychology. Her recent research interest includes marketing analytics, consumer behavior, and marketing communication on digital platforms. Her findings have appeared in a variety of publications, including leading academic journals, and she has served on several editorial boards.