معرفی
Mark Yi-Cheon Yim is an Associate Professor in the Department of Marketing, Entrepreneurship and Innovation at the Manning School of Business, University of Massachusetts Lowell. He holds a Ph.D. in Advertising from the University of Texas at Austin, an M.S. in Advertising from the University of Illinois Urbana-Champaign, and a B.A. in German Language and Literature from Korea University.
His research focuses extensively on digital marketing, consumer behavior, and the impact of emerging technologies like augmented reality (AR) and artificial intelligence (AI) on retail and advertising. Key interests include luxury branding, e-tailing strategies, and psychological mechanisms driving consumer decisions, particularly in contexts involving body image, sustainability messaging, and cross-cultural brand crises.
Yim's publications explore trends in technology-mediated consumer experiences, advertising effectiveness across media formats (digital menus, AR, 3-D branding), and cognitive responses to marketing stimuli. His work frequently employs experimental methods to analyze mental simulation, self-referencing, and emotional triggers in retail environments.
Awards & Honors:
- Multiple Faculty Awards for Teaching Excellence (2025, 2022)
- Best Paper Awards from the American Marketing Association (2022, 2017)
- Recognitions for influential publications from the American Academy of Advertising and Applied Cognitive Psychology
- UMass Lowell Award for Excellence in Innovative Teaching (2019)
- Emerald Literati Network Award (2015)
Grants & Fellowships:
- Mini-Behavioral Research Grant (2024)
- Seed funding for AI-powered consumer robotics research (2023)
- Facial recognition technology studies for out-of-home advertising (2019)
- American Academy of Advertising Fellowship (2019)
He leads projects on AI/AR applications in marketing and frequently presents at major conferences including the American Marketing Association and American Academy of Advertising.
