Kak Yoon

A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions

Kak Yoon, Choong Hyun Kim, Min‐Sun Kim · Mass Communication & Society · 1998 · 121 citations

Fake News, Customer Satisfaction, Behavioral Decision Making +22

Effects of Negative Political Advertising on Voting Intention: An Exploration of the Roles of Involvement and Source Credibility in the Development of Voter Cynicism

Kak Yoon, Bruce E. Pinkleton, Wonjun Ko · Journal of Marketing Communications · 2005 · 115 citations

Fake News, Negative Political Advertising, Political Process +23

The effects of television commercial pacing on viewers' attention and memory

Paul D. Bolls, Darrel D. Muehling, Kak Yoon · Journal of Marketing Communications · 2003 · 61 citations

Advertising Pacing, Behavioral Decision Making, Targeted Advertising +24

The effects of arousal on liking and believability of commercials

Kak Yoon, Paul D. Bolls, Annie Lang · Journal of Marketing Communications · 1998 · 52 citations

Comparison of Beliefs about Advertising, Attitude toward Advertising, and Materialism Held by African Americans and Caucasians

Kak Yoon · Psychological Reports · 1995 · 51 citations

Behavioral Decision Making, Materialism Held, Consumer Study +18