Sally Shin
Marketing | Consumer Behavior | Yale School of Management
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I am a PhD student in Behavioral Marketing at the Yale School of Management.
I study how consumers form judgments and make choices across a wide range of contexts. My research focuses on two primary themes:
The first examines how consumers revisit and reconstruct past experiences, and how these memories influence well-being and future intentions. I use multi-wave longitudinal experiments to track consumers over time.
The second investigates the intersection of brand trust and emerging technologies, such as artificial intelligence (AI) and augmented reality (AR), in shaping consumer attitudes and behavior.
Prior to my doctoral studies, I earned a BA in Communications and in Cinema and Media Studies from the University of Pennsylvania, and an MS in Applied Analytics from Columbia University.
RESEARCH
Job Market Papers
Shin, Sally MJ, and Gal Zauberman, “Maximizing Return on Experience (ROE): The Effectiveness of Memory Cues Over Time”
Shin, Sally MJ, Paul Rozin, and Gal Zauberman, “When Cherished Memories Are Threatened,” Under review at Journal of Marketing [PDF]
Manuscripts in R&R, Under Review, and In Prep
Shin, Sally MJ, Nirajana Mishra, and Ravi Dhar, “From Lemons to LemonAIde: How Low Brand Trust Mitigates Aversion to Artificial Intelligence,” Revising for 2nd round review at Journal of Consumer Research [PDF]
Shin, Sally MJ, and Alexander G. Fulmer, “Single Farm-to-Table: Preference for Foods with a Single Source of Origin,” Revising for 2nd round review at Journal of Marketing Research [PDF]
Mishra, Nirajana, Sally MJ Shin, and Ravi Dhar, “More Information = More Trust: When Asking for More Information Increases Consumer Trust,” Under review at Journal of Consumer Research [PDF]
Shin, Sally MJ, Mohin Banker, and Gal Zauberman, “Power of One: Preference for a Recommender’s Lived Experience Over the Aggregation of Others,” Manuscript in preparation
Selected Work in Progress (* denotes equal contribution)
Shin, Sally MJ*, Jin Kim*, and Gal Zauberman, “The Impact of Augmented Reality (AR): A Case Study in Helicopter Pilot Training,” Data collection in progress
Shin, Sally MJ, and Gal Zauberman, “Augmented Reality (AR) and Psychological Ownership,” Data collection in progress
Gao, Randy, Sally MJ Shin, and Ravi Dhar, “Trust Penalty for Investments in Artificial Intelligence,” Data collection in progress
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