Dr Yuri Seo

PhD, MCom (Hons), BCom (Hons)


Dr Yuri Seo is a Senior Lecturer in Marketing at the University of Auckland Business School. His research examines psychological and sociological approaches to consumer behaviour. Currently, he is interested in (1) luxury consumption, (2) prosocial behaviours, (3) global consumer culture, and (4) digital consumption. Yuri's research portfolio consists of 33 AJG-3/4/4* (41 ABDC-A/A*) journal articles, which include publications in Journal of Consumer Psychology (FT-50, AJG-4*, ABDC-A*), Journal of Business Ethics (FT-50, AJG-3), Annals of Tourism Research (AJG-4, ABDC-A*),Tourism Management (AJG-4, ABDC-A*), Journal of Travel Research (AJG-4, ABDC-A*), European Journal of Marketing (AJG-3, ABDC-A*), Journal of Advertising (AJG-3), Journal of Business Research (AJG-3), Journal of Public Policy and Marketing (AJG-3), Marketing Letters (AJG-3), Marketing Theory (AJG-3), International Marketing Review (AJG-3), The Information Society (AJG-3), and Internet Research (AJG-3). He is a recipient of several major research awards, including ANZMAC Emerging Researcher of the Year Award, The University of Auckland Early Career Research Excellence Award (ECREA), and The University of Auckland Business School Research Excellence Award. Yuri is currently serving as the Deputy Head of Department - Research at the Department of Marketing and as the Director of Korea Studies Centre at New Zealand Asia Institute.

Research | Current

  • Selected Publications:​

1. Seo, Y., Septianto, F., Ko, E. (2021). The role of cultural congruence in the art infusion effect, Journal of Consumer Psychology, https://doi.org/10.1002/jcpy.1248 (ABDC-A*, AJG-4*, FT-50).

2. Park, J., Lee, J., Xiong, V., Septianto, F., Seo, Y. [equal contribution] (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers, Journal of Advertising, https://doi.org/10.1080/00913367.2021.1980470 (ABDC-A, AJG-3).

3. Septianto, F., Seo, Y., Paramita, W. (2021). The role of implicit theories in motivating donations in response to threat-based awe, Journal of Public Policy and Marketing, https://doi.org/10.1177/07439156211042281 (ABDC-A, AJG-3).

4. Errmann, A., Kim, J., Lee, D., Seo, Y., Lee, J., Kim, S. (2021). Mindfulness and pro-environmental hotel preference, Annals of Tourism Research, 90, https://doi.org/10.1016/j.annals.2021.103263 (ABDC-A*, AJG-4).

5. Septianto, F., Seo, Y., Fang, Z. (2021). The effects of competence and warmth appeals on luxury and sustainable brand advertising: The moderating role of construal level, Journal of Advertising, https://doi.org/10.1080/00913367.2021.1921633 (ABDC-A, AJG-3).

6. Septianto, F., Seo, Y., Li, L.P., Shi, L. (2021). Awe in advertising: The mediating role of an abstract mindset, Journal of Advertising, https://doi.org/10.1080/00913367.2021.1931578 (ABDC-A, AJG-3).

7. Seo, Y., Ko, D., Kim, J. (2021). It is all in the mind(set)! Matching mindsets and luxury tourism, Journal of Travel Research, 60(1), 184-196, https://doi.org/10.1177/0047287519888280 (ABDC-A*, AJG-4).

8. Jung, J., Yu, J., Seo, Y., Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows, Journal of Business Research, 130, 517-524, https://doi.org/10.1016/j.jbusres.2019.10.038 (ABDC-A, AJG-3).

9. Septianto, F., Seo, Y., Errmann, A. (2021). Distinct effects of pride and gratitude appeals on sustainable luxury brands, Journal of Business Ethics, 169, 211-224, https://doi.org/10.1007/s10551-020-04484-7 (ABDC-A, AJG-3, FT-50).

10. Lee, J., Cui, Y., Kim, J., Seo, Y., Chon, H. (2021). Photo taking paradox: Contrasting effects of photo taking on travel satisfaction and revisit intention, Journal of Travel Research, 60(4), 833-845, https://doi.org/10.1177/0047287520912334 (ABDC-A*, AJG-4).

11. Septianto, F., Khan, S., Seo, Y., Shi, L. (2020). The allure of starting afresh: The effects of mortality-related sadness on the effectiveness of fresh start appeals. European Journal of Marketing, 55(2), 517-542, https://doi.org/10.1108/EJM-06-2019-0546 (ABDC-A*, AJG-3).

12. Kim, J., Cui, Y., Hwang, E., Franklin, D., Seo, Y. (2020). ‘012012 or 111000’: Preference for consumption pattern seeking, European Journal of Marketing, 54 (9), pp. 2171-2194, https://doi.org/10.1108/EJM-03-2019-0224 (ABDC-A*, AJG-3).

13. Septianto, F., Seo, Y., Sung, B., Zhao, F. (2020). Authenticity and exclusivity appeals in luxury advertising: The role of promotion and prevention pride, European Journal of Marketing, 54(6), 1305-1323, https://doi.org/10.1108/EJM-10-2018-0690 (ABDC-A*, AJG-3).

14. Cui, Y., Errmann, A., Kim, J., Seo, Y. [equal contribution], Xu, Y., Zhao, F. (2020). Moral effects of physical cleansing and pro-environmental hotel choices, Journal of Travel Research, 59(6), 1105–1118, https://doi.org/10.1177/0047287519872821 (ABDC-A*, AJG-4).

15. Leban, M., Seo, Y., Voyer, B. (2020). Transformational effects of social media lurking practices on luxury consumption, Journal of Business Research, 116, 514-521, https://doi.org/10.1016/j.jbusres.2019.09.010 (ABDC-A, AJG-3).

16. Fifita, I., Seo, Y., [equal contribution], Ko, E., Conroy, D., Hong, D. (2020). Fashioning organics: Wellbeing, sustainability, and status consumption practices, Journal of Business Research, 117, 664-671, https://doi.org/10.1016/j.jbusres.2019.01.005 (ABDC-A, AJG-3).

17. Choi, Y., Seo, Y., Wagner, U., Yoon, S. (2020). Matching luxury brand appeals with attitude functions on social media across cultures, Journal of Business Research, 117, 520-528, https://doi.org/10.1016/j.jbusres.2018.10.003 (ABDC-A, AJG-3).

18. Seo, Y., Kim, J., Choi, Y., Li, X. (2019). In ‘likes’ we trust: likes, disclosures, and firm-serving motives on social media, European Journal of Marketing, 53(10), 2173-2192, https://doi.org/10.1108/EJM-11-2017-0883 (ABDC-A*, AJG-3).

19. Errmann, A., Seo, Y. [equal contribution], Choi, Y., Yoon, S. (2019). Divergent effects of friend recommendations on disclosed social media advertising in the U.S. and Korea, Journal of Advertising, 48(5), 495-511, https://doi.org/10.1080/00913367.2019.1663320(ABDC-A, AJG-3).

20. Dolan, R., Seo, Y. [equal contribution], Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective, Tourism Management, 73, 35-45, https://doi.org/10.1016/j.tourman.2019.01.017 (ABDC-A*, AJG-4).

21. Kim, J., Seo, Y. ​[equal contribution] (2019). An evolutionary perspective on risk-taking in tourism, Journal of Travel Research, 58(8), 1235-1248, https://doi.org/10.1177/0047287518807579 (ABDC-A*, AJG-4).

22. Seo, Y., Buchanan-Oliver, M. (2019). Constructing a typology of luxury brand consumption practices, Journal of Business Research, 99, 414-421, https://doi.org/10.1016/j.jbusres.2017.09.019 (ABDC-3, AJG-3).

23. Seo, Y., Li, X., Choi, Y., Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising, Journal of Advertising, 47(1), 83-95, https://doi.org/10.1080/00913367.2017.1405752 (ABDC-A, AJG-3).

24. Septianto, F., Sung, B., Seo, Y., and Tugiman N. (2018). Proud volunteers: the role of self- and vicarious-pride in promoting volunteering, Marketing Letters, 29 (4), 501-519, https://doi.org/10.1007/s11002-018-9472-7 (ABDC-3, AJG-3).

25. Cruz, A., Seo, Y., Buchanan-Oliver, M. (2018). Religion as a field of transcultural practices in multicultural marketplaces, Journal of Business Research, 91, 317-325, https://doi.org/10.1016/j.jbusres.2017.07.022 (ABDC-A, AJG-3).

26. Cruz, A., Seo, Y. [equal contribution], Rex, M. (2018). A practice theoretical perspective of trolling in online communities, The Information Society, 34(1), 15-26, https://doi.org/10.1080/01972243.2017.1391909​ (ABDC-A, AJG-3).

27. Han, J., Seo, Y., Ko, E. (2017). Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application, Journal of Business Research, 74, 162-167, https://doi.org/10.1016/j.jbusres.2016.10.029 (ABDC-A, AJG-3).

28. Choi, Y., Seo, Y., Yoon, S. (2017). E-WOM messaging on social media: social ties, temporal distance, and message concreteness. Internet Research, 27(3), 495-505, https://doi.org/10.1108/IntR-07-2016-0198 (ABDC- A, AJG-3).

29. Seo, Y., (2016). Professionalized consumption and identity transformations in the field of eSports, Journal of Business Research, 69(1), 264-272, https://doi.org/10.1016/j.jbusres.2015.07.039 (ABDC-A, AJG-3).

30. Kwon, J., Seo, Y., Ko, D. (2016). Effective luxury-brand advertising: The ES-IF matching model, Journal of Advertising, 45(4), 459-471, https://doi.org/10.1080/00913367.2016.1226995 (ABDC-A, AJG-3).

31. Seo, Y., Buchanan-Oliver, M., Cruz, A. (2015). Rethinking luxury brand markets as confluences of multiple cultural beliefs. International Marketing Review, 32(2), 141-159, https://doi.org/10.1108/IMR-04-2013-0081 (ABDC-A, AJG-3).

32. Ko, D., Seo, Y., Jung, S. (2015). Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea. Marketing Letters, 26(3), 377-390, https://doi.org/10.1007/s11002-015-9351-4 (ABDC-A, AJG-3).

33. Akaka, M., Corsaro, D., Kelleher, C., Maglio, P., Seo, Y., Lusch, R., Vargo, S. (2014). The role of symbols in value cocreation, Marketing Theory, 14(3), 311-326, https://doi.org/10.1177/1470593114534344 (ABDC-A, AJG-3).

Teaching | Current


  • 2017 - 2021 MKTG705 Advanced Consumer Behaviour

  • 2016 - 2021 MKTG303 Consumer Behaviour

  • 2017 - 2018 MKTG306 Advertising and Promotion

  • 2016 BUS101 Business and Enterprise I

Postgraduate supervision

  • PhD Supervision:

Current PhD's: 

Amy Errmann - Mindfulness and consumer behaviour

Saira Khan  - Loneliness and meaningful consumption 

Jasmin Lee - Implict theories of beauty

​Recently Completed PhD's:

2020 Marina Leban (ESCP) - Luxury brands on social media. Placement: Copenhagen Business School.


  • MCom Supervision:

Current MCom's: 

Ray Liang - AI recommendations and mindset

Recently Completed MCom's:

2021 Dayeon Choi (Yonsei) - Luxury customization and self-transcendent emotions.  

2021 Andrew Pears - Gamification and consumption choices.

2020 Vicki Xiong - Grotesque advertising and sustainable luxury brands.

2020 Xue Bai - Experiential and material luxury consumption on social media.


Prospective PhD/MCom students must have a keen interest in consumer behaviour concepts and methods. It is advantageous if you can explain how your research ideas might be relevant to my research portfolio (see above). I do not supervise survey, case study, modelling, or marketing strategy research.


  • Research Awards and Honours:

2021 The University of Auckland Business School Research Excellence Award

2020 - 2021 Included in the World's Top 100,000 Scientists

2019 Consumer Culture Theory Conference Best Competitive Paper Award

2019 ANZMAC Best Paper in Consumer Behaviour Track Award

2019 ANZMAC Best Paper in International Marketing Track Award

2018 The University of Auckland Early Career Research Excellence Award (ECREA)

2018 Global Marketing Conference Best Paper Excellence Award

2018 Emerald Literati Network Award for Excellence, Highly Commended Paper in Internet Research

2017 ANZMAC Emerging Researcher of the Year Award

2016 Emerald Literati Network Award for Excellence, Winner of the Outstanding Paper in APJML

2016 KSMS International Conference Best Paper Excellence Award

2015 KSMS International Conference Best Paper Premier Award

2014 ANZMAC Best Paper in Services Marketing Track Award

2013 ANZMAC/EMJ Early Career Conference Paper Award


  • Service Awards and Honours:

2019 Global Fashion Management Conference Outstanding Service Award

2018 Outstanding Reviewer, Journal of Business Research

2017 Global Fashion Management Conference Best Track Chair Award


  • ​Competitive Research Grants and Funding:

2017 - 2019 CUPKS Korea Studies Research Fund (PI)

2016 - 2018 University of Auckland SRT Grant $59,000 (PI)

2016 - 2018 University of Auckland FRDF Grant $17,500 (PI)

2016 - 2018 Amore Pacific Foundation Sponsored Research Agreement $12,000 (PI)

2013 Victoria University DVC Research Establishment Grant $10,000 (PI)


  • ​External Research Visits:

2019 Visiting Professor, Zicklin School of Business, Baruch College, CUNY

2019 Visiting Professor, Korea University Business School

2019 Adjunct Professor, Yonsei University Fashion Marketing Lab

2017 - 2018  Visting Professor, ESCP Europe Business School


  • Internal Responsibilities:

2020 - Present Deputy Head of Department - Research, Department of Marketing

2017 - Present Director of Korea Studies Centre, New Zealand Asia Institue (NZAI)

2018 - 2019 Research Advisor, Department of Marketing

2017 - 2018 Postgraduate Coordinator, Department of Marketing


  • External Responsibilities:

Associate Editor, Journal of Advertising (ABDC-A, AJG-3)

Editorial Review Board, Journal of Business Research (ABDC-A, AJG-3)

Editorial Review Board, International Journal of Advertising  (ABDC-A)

Editorial Review Board, Australasian Marketing Journal (ABDC-A)

Editorial Review Board, Asia Pacific Journal of Marketing and Logistics (ABDC-A)

Areas of expertise

  • Consumer Mindsets

  • Digital Consumption

  • Luxury Branding

  • Prosocial Behavior

  • Multicultural Marketing

  • Marketing in Asia


Contact details

Primary office location

Level 4, Room 412
New Zealand

Web links