Consumer Behavior
How consumers perceive, learn, evaluate, choose, and respond — with behavioral science as the bridge between marketing theory and marketplace decisions.
Teaching
Curiosity, evidence, application.
I want students to leave class knowing not only what marketing concepts mean, but how to use evidence to make better decisions.
Courses
Teaching marketing as a way of thinking.
At New Mexico State University, I connect foundational marketing ideas with contemporary consumer behavior, real market problems, data, and emerging technologies.
Marketing Research
How to turn a business question into a researchable problem, gather and analyze evidence, and communicate actionable insights — including hands-on use of LLM-based synthetic data to simulate consumer and market data.
Student feedback
Consumer Behavior · Spring 2026
“I really enjoyed Professor Yun's class. He actually made me change my major to Marketing, so I'm very grateful to him.”
“Dr. Yun had a great way of encouraging students to talk and share opinions in class. He also used real-world examples in the lectures, which helped me see that what we cover is prevalent in real life.”
“Phenomenal professor, incredibly fair, and a genuinely good person who wants to see his students succeed.”
“PowerPoints were extremely engaging and video examples were a good way of keeping people interested. I also enjoyed the discussion parts of the class as it allowed people to share ideas learned in class.”