Sahoon Kim

Sahoon Kim is an Assistant Professor of Marketing at the University of Hawaii at Manoa's Shidler College of Business. He holds a Ph.D. in Marketing from the University of Illinois at Urbana-Champaign, with a minor in Psychology, and an M.S. in Management Studies from Northwestern University's Kellogg School of Management. His research focuses on the psychological impacts of creativity, power dynamics, branding, and artificial intelligence in marketing contexts.

His academic journey includes a B.A. in Economics from Yonsei University, Seoul. He teaches courses such as BUS 312: Principles of Marketing. His research explores how creative tasks influence consumer autonomy and fear of judgment, with notable work on the 'Low Power Warm-Up Effect' to enhance creativity among underprivileged groups.

Kim’s work bridges creativity as both an outcome and a driver of psychological states, emphasizing longitudinal studies. His contributions include pioneering research on brand-customer connections via crowdsourcing and the ethical use of AI in qualitative marketing research.

Awardees of multiple prestigious honors, including the Robert Ferber Best Dissertation Award (2023), his findings have implications for businesses, educators, and policymakers seeking to foster creativity and equity.