Curriculum Vitae
For a comprehensive overview of my academic and professional background, please feel free to view my CV.
Mikyoung Lim
4202 East Fowler Avenue, Tampa, Florida 33620
Department of Marketing, Muma College of Business, University of South Florida
Email: mlim1@usf.edu
Area of Interest
Digital Marketing, Sensory Marketing, Behavioral Perspectives on Retail Strategies, Judgment and Decision-making, Social Marginalization, Inclusion, Goals and Motivation
Education
2020-Present
Ph.D.
University of South Florida
Ph.D. Candidate in Marketing (Consumer Behavior),
Advised by Professor Dipayan Biswas
Dissertation Essay: Marginalized Groups and Social Media: A Focus on Linguistic Dynamic
2017-2019
Ph.D.
Sogang University
Sogang Business School, Seoul, Korea
Ph.D. Student in Marketing
2015-2017
MBA
Sogang University
Sogang Business School, Seoul, Korea
Major in Marketing
Master’s Thesis: Solving the Paradox of a Large Assortment (Supervisor: Dr. Young-Won Ha)
2005-2010
BA
Kyungpook National University
KNU Business School, Daegu, Korea
Major in Business Administration (Minor: Accounting)
Research In Progress
(Actual titles not revealed to ensure blind review process)
Manuscripts Accepted or Under Advanced Rounds of Review
Szocs, Courtney, Ye-Seul Kim, Mikyoung Lim, Christian Arroyo and Dipayan Biswas (2023), “The Store of The Future: Engaging Customers Through Sensory Elements, Personalized Atmospherics, and Interpersonal Interaction,” Journal of Retailing (Accepted) [pdf] [url]
* The second, third, and fourth authors contributed equally
Biswas, Dipayan, Annika Abell, Mikyoung Lim, J. Jeffrey Inman, Johanna Held, and “Topic Area: Food Retailing”
Status: Being revised for resubmission to fourth round review at Journal of the Academy of Marketing Science.
Lim, Mikyoung, Annika Abell, Courtney Szocs, and Biswas, Dipayan, “Mathematics is Good for the Mind and Body: Children Make Better Food Choices After Solving Math Problems” [url]
Status: Forthcoming at Journal of the Association for Consumer Research (2024 Spring)
Select Research in Progress
Lim, Mikyoung and Young-Won Ha (Completion expected in 2024), “Solving the Paradox of Large Assortment.”
Status: Four studies completed; manuscript in preparation for submission; lab studies will be added
Funded by AMA-CBSIG 2022-2023
Okoutsidou, Christina, Mikyoung Lim, Christian Arroyo, and Dipayan Biswas, “Topic Area: Social Media Mining”
Status: Working paper, to be submitted to a premier journal by Fall 2024.
Szocs, Courtney, Mikyoung Lim, and Dipayan Biswas, “Topic Area: Food Flavor”
Status: Five studies completed; to be submitted to a premier journal by Spring 2024; working paper
Lim, Mikyoung and Jung-Han Chung, “Topic Area: Sustainable Consumption”
Status: Three studies completed; data collection in progress; to be submitted to Journal of Advertising
Lim, Mikyoung and Dipayan Biswas, “Virtual Product Experience and Consumption Behavior”
Status: Two studies completed; data collection in progress; working paper; preparing for company collaboration
Lim, Mikyoung and Dipayan Biswas, “The Backfire Effect of Filtering Service.”
Status: Three studies completed; data collection in progress; working paper; preparing for field study
Biswas, Dipayan, Courtney Szocs, Annika Abell, Haley Hardman, and Mikyoung Lim, “Topic Area: Fonts and Consumer Choice”
Status: Data collection in progress; working paper
Teaching Experience
Teaching Interests
Open to teaching a wide range of courses and especially courses related to digital marketing and social media marketing.
Course Taught
2023
2022
2021
2017-2018
Digital Marketing (undergraduate)
University of South Florida [Report]
Buyer Behavior (undergraduate)
Spring 2023 – Rating: 4.83/5.00
Fall 2022 – Rating: 4.96/5.00
“Research Methods: SPSS” seminar for incoming Ph.D. students
Consumer Decision Making Theory” (undergraduate), Sogang University
Publication (Pre-Ph.D.)
Jeon, Jin A, Mikyoung Lim*, and Young-Won Ha (2019), “The Effect of Matching Construal Level of Message and Time-Interval
Descriptions on Message Persuasiveness,” The Korean Journal of Advertising, 30 (2), 133-157.
Certifications
2022
AMS Excellence in Marketing Education Professional Development Series Program
Honors & Awards
2022-2023
2020-present
2017
2015, 2016
2016
2005-2010
2005, 2006,
2007, 2008
Grant from American Marketing Association (AMA-CBSIG)
Muma College of Business Doctoral Student Merit Fellowships
Sogang Development Fund Scholarship, Sogang University
Semester High Honors, Sogang University
Beta Gamma Sigma, Sogang University
Conference Presentations
*Lim, Mikyoung, Annika Abell, Courtney Szocs, and Biswas, Dipayan (2024), “Mindful About Munching: Solving Math Problems Before Lunch Leads Children to Make Healthier Food Choices in School Cafeterias Consumption by Children at School Cafeterias: Findings from a Field Study” SCP, Nashville, TN (Scheduled)
*Lim, Mikyoung (2024), “Transforming the Narrative for Green Choices: Exploring the Role of Socioeconomic Perceptions in Sustainable Consumption,” SCP, Nashville, TN (Scheduled)
*Lim, Mikyoung (2023), “How to frame messages to encourage sustainable brand consumption,” ACR, Seattle, WA.
*Lim, Mikyoung, Annika Abell, Courtney Szocs, and Biswas, Dipayan (2023), “Mindful Food Consumption by Children at School Cafeterias: Findings from a Field Study” ACR, Seattle, WA
Biswas, Dipayan, Annika Abell, J. Jeffrey Inman, Johanna Held, and *Mikyoung Lim (2023), “Effects of Sampling Healthy versus Unhealthy Foods on Subsequent Food Purchases,” AMS, New Orleans, LA.
*Lim, Mikyoung and Dipayan Biswas (2022), “The Backfire Effect of Filtering Service,” ACR, Denver, CO.
*Lim, Mikyoung (2022), “The Reconsideration of the Driver of Goal-Gradient and Small-Area Hypothesis,”
“Types of Marketing Promotions Involving Uncertainty,” Summer AMA, Virtual.
*Lim, Mikyoung (2022), “The Backfire Effect of Filtering Service,” AMS, Monterey, CA.
*Lim, Mikyoung, Jung-Han Chung, and Young-Won Ha (2019), “Automated Decision Assistants Can Undermine Consumers’ Sense of Autonomy,” SJDM, Montreal, Canada.
*Lim, Mikyoung and Young-Won Ha (2017), “Solving the Paradox of a Large Assortment,” ACR, San Diego, CA.
Mentoring Experience
Thesis Advising
2023
Jade Sharon (Undergraduate Student at University of South Florida)
Title: Examining How the Tempo of the Background Music Played in The Hub Impacts the Speed at which Students Consume Their Food (Ongoing Project).
Professional Service
Service for Journals
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Trainee Reviewer at Journal of Consumer Research (2022)
Service for Journals
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Reviewer for Association of Consumer Research Conference (2020-present)
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Reviewer for American Marketing Association Conference (2020-present)
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Reviewer for Academy of Marketing Science Annual Conference (2021-present)
Industry Experience
CJ Olive Young, Health and Beauty Company, Seoul, Korea
2009-2013
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Assistant Manager, Division of Business Administration
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Researcher, Division of Business Planning
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Intern, Division of Online Marketing
2009