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Yuri Seo

Associate Professor

University of Auckland

New Zealand

Research Interests

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Professors in New Zealand Professors in Marketing Marketing professors in New Zealand

About

Yuri Seo is an Associate Professor at The University of Auckland in New Zealand. His research interests encompass consumer behavior, sustainable marketing, and the psychological effects of advertising. Recent publications explore themes such as the impact of awe on consumer preferences and the role of cultural factors in advertising effectiveness. Additionally, he investigates the influence of digital marketing strategies on consumer engagement and brand perception.

Articles (14)

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2025

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2025

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2025

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2024

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2023

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2023

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2022

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2022

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2022

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2022

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2022

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2022

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2021

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2021

Collaborators (4)

Felix Septianto

Associate Professor

University of Queensland

AUSTRALIA

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Ji Min Lee

University of Waikato

NEW ZEALAND

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Amy Errmann

University of Auckland

NEW ZEALAND

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Angela Gracia B. Cruz

Associate Professor

Monash University - Caulfield Campus

AUSTRALIA

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Yuri Seo

Research Interests

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Articles (14)

How awe shapes sustainable “buy less, buy premium” consumer preference

Gratitude in Health Messages: The Moderating Role of Anthropomorphism

Slowing time, shaping the future: The effect of mindfulness on intertemporal choice

How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset

Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference

Awe in Advertising: The Mediating Role of an Abstract Mindset

The Role of Cultural Congruence in the Art Infusion Effect

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level

The Role of Implicit Theories in Motivating Donations in Response to Threat-Based Awe

Luxury customization and self-authenticity: Implications for consumer wellbeing

Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement

Digital transformation and advertising: insights from the 2020 ICAMA-KAS conference

David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

Collaborators (4)

Felix Septianto

Ji Min Lee

Amy Errmann

Angela Gracia B. Cruz

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