最新“亞洲品牌500強”榜單25日在香港揭曉，豐田、國家電網和中國工商銀行位列前三名，中國成為入選品牌最多的國家。香港大學經管學院營銷學教授薩拉·金博士（Dr. Sara KIM）表示，亞洲品牌正在對全球經濟格局產生變革性影響。
30 Sep 2024
教學人員
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
Biography
Professor 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. Her research focuses on consumer and managerial decision-making and its implications for marketing management. Her work has been covered by major media outlets, including The New York Times, Time, Science Daily, and Medical News Today. Her recent research interest lies in understanding consumer behavior in the context of technological advancements and service interactions. With a publication record in prestigious journals such as the Journal of Marketing, Journal of Consumer Research, and Psychological Science, her work not only contributes to academic discourse but also offers practical insights that businesses can leverage. Her research has significant translational implications, particularly at the intersection of technology, service marketing, and consumer characteristics.
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
Selected Publications
- Choi, Sungwoo, and Sara Kim (2025), “Consumer Perception of Employees with Disabilities Using Robots.” Annals of Tourism Research, 112: 103945.
- Kim, Boyoon, Sara Kim, Jiniee Park, and Daeun Park (2024), “Regretful Bites: Exploring the Influence of Anthropomorphized Food on Children’s Food Choices and Consumption,” Appetite, 203, 107690.
- Xueni (Shirley) Li, Sara Kim, Kimmy Wa Chan, and Ann L. McGill (2023), “Detrimental Effects of Anthropomorphism on the Perceived Physical Safety of Artificial Agents in Dangerous Situations,” International Journal of Research in Marketing, 40(4), 841-864.
- Phyllis Xue Wang, Sara Kim, and Minki Kim (2023), “Robot Anthropomorphism and Job Insecurity: The Role of Social Comparison,” Journal of Business Research, 164, 114003.
- Jungmin Choi, So-Hyeon Shim, and Sara Kim (2023), “The Power of Emojis: The Impact of a Leader’s Use of Positive Emojis on Members’ Creativity during Computer-Mediated Communications,” Plos One, 18(5): e0285368.
- Lili Wang, Sara Kim, and Xinyue Zhou (2023), “Money in a “Safe” Place: Money Anthropomorphism Increases Saving Behavior,” International Journal of Research in Marketing, 40(1), 88-108.
- Yongju Kwon, Youjae Yi, and Sara Kim (2022), “Perceived Economic Mobility Increases Subjective Well-Being When Perceived Social Support Opens the Door for Others,” International Journal of Consumer Studies, 46(6), 2429-2444.
- Jacob C. Lee, Sara Kim, and Phyllis Xue Wang (2022), “Anthropomorphizing Makes Material Goods as Happiness-inducing as Experiences,” Marketing Letters, 33 (1), 61-73.
- Fine F. Leung, Sara Kim, and Caleb H. Tse (2020), “Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses,” Journal of Marketing, 84 (3), 106–121.
- Li, Xueni (Shirley), Kimmy Wa Chan, and Sara Kim (2019), “Service with Emotions: How Customers Interpret Employee Use of Emoticons in Online Service Encounters,” Journal of Consumer Research, 45 (5), 973–987.
- Zhou, Xinyue, Sara Kim, and Lili Wang (2019), “Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving,” Journal of Consumer Research, 45 (5), 953–972.
- Kim, Sara and Ann L. McGill (2018), “Helping Others by First Affirming the Self: When Self-Affirmation Reduces Ego-Defensive Downplaying of Others’ Misfortunes,” Personality and Social Psychology Bulletin, 44 (3), 345–358.
- Kim, Sara, Ke Zhang, and Daeun Park (2018), “Don’t Want to Look Dumb? The Role of Theories of Intelligence and Humanlike Features in Online Help-Seeking,” Psychological Science, 29 (2), 171-180. *Leading article
- Kim, Sara, Rocky Peng Chen, and Ke Zhang (2016), “Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games,” Journal of Consumer Research, 43 (2), 282-302.
- Daeun Park and Sara Kim (2015), “Time to Move On? When Entity Theorists Perform Better than Incremental Theorists,” Personality and Social Psychology Bulletin, 41 (5), 736-748.
- Kim, Sara and Ann L. McGill (2011), “Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception,” Journal of Consumer Research, 38 (1), 94-107.
- Kim, Sara and Aparna A. Labroo (2011), “From ‘Inherent Value’ to ‘Incentive Value’: When and Why Pointless Effort Enhances Consumer Preference,” Journal of Consumer Research, 38 (4), 712-742.
- Labroo, Aparna A. and Sara Kim (2009), “The ‘Instrumentality’ Heuristic: Why Metacognitive Difficulty Is Desirable During Goal Pursuit,” Psychological Science, 20 (1), 127-134.
- Park, Do-Hyung and Sara Kim (2009), “The Effects of Consumer Knowledge on Message Processing of Electronic Word-Of-Mouth via Online Consumer Reviews,” Electronic Commerce Research and Applications, 7 (4), 399-410.
Awards and Honours
- MSI 2024 Scholar
- 2024 AP-ACR Best Consumer Behavior Working Paper Award
- Outstanding Area Editor at IJRM (International Journal of Research in Marketing) (2023)
- 2021 Faculty Research Postgraduate Supervision Award
- 2018-19 University Research Excellence Award (Outstanding Young Researcher Award)
- 2016 University Teaching Excellence Award (Early Career Teaching Award)
- 2016 ACR Best Working Paper Award
- 2014-15 Faculty Outstanding Teacher Award (Undergraduate Teaching)
Recent Publications
30Sep