Sara Kim

Academic & Professional Qualification

• Ph.D., Booth School of Business, University of Chicago, Chicago, IL
• MBA, Booth School of Business, University of Chicago, Chicago, IL
• M.S., KAIST (Korea Advanced Institute of Science and Technology) Business School, Korea
• B.S., KAIST, Korea

Sara Kim’s research focus is on consumer and managerial decision making and its implications for marketing management. She is particularly interested in antecedents of consumers’ sense of self including self-affirmation, identity threats, mortality salience, and implicit theories of personality, and the impact of consumers’ sense of self on various consumer judgments and behaviors such as consumer emotions, word-of-mouth, prosocial behavior, and anthropomorphism. Her work has appeared in such publications as Journal of Consumer Research and Psychological Science. Her research has received media coverage by outlets such as New York Times, Time, Science Daily, and Medical News Today.

Sara Kim received her BBA and MS from KAIST (Korea Advanced Institute of Science and Technology), as well as her MBA and PhD from Chicago Booth. She joined the University of Hong Kong in 2012.

Teaching

• Introduction to Marketing
• Marketing Research
• Applied Marketing Research Metrics
• Marketing Management

Research Interest

• Humanization (Anthropomorphism)
• Emoticons/emojis in online service encounters
• Dehumanization of service employees or consumers
• Implicit theories and attribution theory