Sarah Lim

Sarah Lim

Assistant Professor of Business Administration at the University of Illinois at Urbana-Champaign's Gies College of Business, Sarah Lim specializes in consumer behavior, artificial intelligence, and experiential consumption. Her research explores how technology and social dynamics influence decision-making, gift-giving, and customer interactions with algorithms.

Education

• Ph.D. Management (Marketing), Cornell University, 2021
• M.A. Social Psychology, Seoul National University, 2014
• B.M. Instrumental Performance and B.A. Psychology, Seoul National University, 2012 (Salutatorian, Summa Cum Laude)

Research Interests

• Artificial Intelligence and Consumer Psychology
• Experiential vs. Material Consumption
• Social Dynamics in Decision-Making
• Gift Giving and Social Relationships
• Algorithmic Trust and Transparency

Key Contributions

Her work investigates how consumers react to algorithmic decisions, the psychological impact of self-production in food consumption, and the motivational effects of experiential products. Recent studies include analyzing cryptocurrency's effect on brand perception and the 'Starbucks Effect' of personalized consumer identification.

Awards and Grants

• Gies Research Grant (2023)
• List of Excellent Teacher (2022)
• LEEDR Seed Grant (2020)
• Multiple grants from Cornell and University of Illinois

Teaching and Service

Teaches Consumer Behavior at Gies and organizes seminars on Digital Transformation and Marketing Undergraduate Programs. Active in professional service, including program committee roles at Society for Consumer Psychology.