Sarah Lim

Sarah Lim

Assistant Professor of Business Administration

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Educational Background

  • Ph.D., Marketing, Cornell University, 2021
  • M.A., Social Psychology, Seoul National University, 2014
  • B.A., Psychology, Seoul National University, 2012
  • B.M., Instrumental Music, Seoul National University, 2012

Recent Publications

  • Yalcin, G., Lim, S., Puntoni, S., & van Osselaer, S. (2022). How Do Customers React When Their Requests Are Evaluated by Algorithms? Sloan Management Review.
  • Yalcin, G., Lim, S., Puntoni, S., & van Osselaer, S. (2022). Thumbs Up or Down: Consumer Reactions to Decisions by Algorithms Versus Humans. Journal of Marketing Research, 59 (4).
  • Monnier, A., Lim, S., LaTour, K., & van Osselaer, S. (2022). Baking Your Own Cookies: Does Food Self-Production Increase Consumption? Journal of Association for Consumer Research, 7 (4).
  • van Osselaer, S., & Lim, S. (2019). Research Productivity of Faculty at 30 Leading Marketing Departments (2007-2016). Marketing Letters.

Other Publications


  • Choi, I., Lim, S., Catapano, R., & Choi, J. (2018). Comparing Two Roads to Success: Self-Control Predicts Achievement and Happiness Predicts Relationships. Journal of Research in Personality.
  • Goodman, J., & Lim, S. (2018). When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance. Journal of Consumer Research, Oxford University Press, 45 (2).  link >

Current Courses

  • Consumer Behavior (BADM 325) Studies the factors affecting customer behavior in household and organizational markets and their relevance for marketing management planning and analysis; provides an overview of explanations of consumption differences anchored in socioeconomic, demographic, cultural, and psychological processes; and surveys buyer decision-making processes and their implications for marketing strategy.


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