Yujin Heo

Dr. Yujin Heo is an assistant professor in the Department of Advertising and Public Relations. Her research focuses on strategic communication, digital advertising, consumer psychology, and persuasion. Specifically, she investigates how the shifting media landscape impacts consumer responses to advertising and how message characteristics drive persuasion and behavior.

Her work has been published in leading academic journals, including the Journal of Computer-Mediated Communication, Mass Communication and Society, Journalism & Mass Communication Quarterly, International Journal of Public Opinion Research, and Journal of Health Communication. Her scholarship has received both national and international recognition, including a top paper award and a research award from the Association for Education in Journalism and Mass Communication.

Heo, Y., Moon, J. H., Jones-Jang, S. M., & Chung S. (2025). Why do people underestimate polling effects? Examining the gap between actual and perceived polling effects. Mass Communication and Society.

Kim, S. H., Oh, S. H., Zain, A., Heo, Y., & Jun, J. (2023). Transition from Idealized Science to Culture of Skepticism in South Korea: Micro-Level Evidence for the Two-Culture Model of Public Understanding of Science. International Journal of Public Opinion Research, 35(3), edad026.

Heo, Y., Choi, C. W., Overton, H., Kim, J. K., & Zhang, N. (2022). In-group vs. out-group CSR messages and the effects of gender and cause involvement on brand attitudes and positive Word-of-Mouth intentions. Journalism & Mass Communication Quarterly, 99(1), 213-236.

Jun, J., Kim, S. H., Thrasher, J., Cho, Y. J., & Heo, Y. J. (2022). Heated debates on regulations of heated tobacco products in South Korea: the news valence, source and framing of relative risk/benefit. Tobacco Control, 31, 57-63.

Kim, S. H., Jun, J., Thrasher, J. F., Heo, Y. J., & Cho, Y. J. (2021). News media presentations of Heated Tobacco Products (HTPs): A content analysis of newspaper and television news coverage in South Korea. Journal of Health Communication, 1-13.

Jones-Jang, S. M., Heo, Y. J., McKeever, R., Kim, J., Moscowitz, L., & Moscowitz, D. (2020). Good news! Communication findings may be underestimated: Comparing effect sizes with self-reported and logged smartphone data, Journal of Computer-Mediated Communication, 25(5), 346-363.

Jun, J., Kim, J., Choi, M., & Heo, Y. (2020). Cancer control continuum in Korean American community newspapers: What is the association with source nationality—US vs. Korea?. Journal of Racial and Ethnic Health Disparities, 1-12.

Chung, S., Heo, Y. J., & Moon, J. H. (2018). Perceived versus actual polling effects: Biases in perceptions of election poll effects on candidate evaluations. International Journal of Public Opinion Research, 30(3), 420-442.