Dr. Sunghwan Yi

Biography

Sunghwan Yi is a professor at the Gordon S. Lang School of Business and Economics, University of Guelph. He holds a Ph.D. from Pennsylvania State University and has an MBA and BBA from Seoul National University, Korea. His research focuses on consumer behavior, exploring issues such as nudging and the impact of choice architecture on decision-making in food contexts. He investigates how micro-environmental changes can influence consumer choices, particularly regarding fruits, vegetables, and legume-rich foods in institutional settings. His work often addresses the environmental impacts of food choices and employs diverse methodological approaches to improve food offerings in institutional food service contexts. Additionally, Yi examines factors contributing to self-control and addictive behaviors, such as gambling and compulsive buying. He has authored and co-authored numerous publications in leading academic journals, exploring various aspects of consumer decision-making and the psychological underpinnings of behavior. Yi actively supervises MSc and PhD students, providing guidance in research and advising.

Research Interests