Chan Yun Yoo earned his B.A. from Hanyang University (Seoul, Korea) and M.A. from the University of Texas at Austin. Currently, he is a doctoral candidate in the Department of Advertising at the University of Texas at Austin. His current research interests include new media advertising effectiveness, advertising media planning, and cross�cultural consumer behavior. His research appears in several academic conferences such as AAA, AEJMC, ICA, and SCP.