My name is Soo Yon and I am a marketing Ph.D. student at the Warrington College of Business, University of Florida.
My research interests revolve around aesthetics & visual elements, meaningful & symbolic consumption, culture, and compensatory consumption. Above the specific topics of interest is a general inclination towards transformative research.
I have a rather unorthodox background. I was born in Tunisia and raised in Saudi Arabia, Belgium, Ukraine, and South Korea. My fascination with how people think and behave naturally developed as I observed people to make sense of the changing surroundings. Such fascination was reinforced when I ran my two small businesses, which narrowed down the scope of my fascination to how consumers behave and think.
When I discovered the field of consumer behavior research, I was immediately drawn to its capacity to untangle the many questions I developed in my personal and professional life. I then set my heart on pursuing research in this field after learning of its transformative powers.
The more concrete vision I have is becoming a tenured marketing professor. I want to expand knowledge in consumer psychology and engage in transformative research that makes the world a happier, more meaningful, and more equal place.
The more abstract vision I have, one that I feel very passionate about, is contributing to an academic society that is inclusive, not only in its composition but also in the research topics and how knowledge is shared.