Seounmi Youn is an assistant professor in the School of communication at the University of North Dakota. She received her BA. and MA. in mass communication from Korea University. She received her Ph.D. from the School of Journalism and Mass communication at the University of Minnesota. Her research interests are in advertising effectiveness, consumer value, and the interplay between cognition and emotion in consumer behavior. She recently published articles in Communication Research, Psychology and Marketing, the Social Marketing Quarterly, and Social Indicators Research. Before beginning her academic career, Dr. Youn was a marketing research analyst with Dongseo Marketing Research company in Seoul, Korea.