Five Questions with Saetbyeol Kim

Saetbyeol Kim is an assistant professor in the business school’s Marketing and Business Law academic area. Kim pursued her bachelor’s degree in marketing at Seoul National University before earning her doctorate in philosophy at the University of Miami. Her research interests lie in how consumers make decisions related to physical, mental, and social well-being.

What got you interested in your field, and what is the most rewarding part of being involved in it?  

I’ve always been interested in health, and I became curious about why people sometimes make choices that are not necessarily best for their health and well-being. I like that consumer behavior research not only helps us understand people’s decisions but can also be useful to marketers and policymakers. My research interests have expanded over time, but they still come back to the same basic question: How can we help people make better choices for their own and others’ well-being? For me, the most rewarding part is studying questions that matter in people’s everyday lives.

What is your favorite part about being a Jayhawk?  

My favorite part is the sense of community. Even before I officially started, people reached out to welcome me and help me settle in. As someone new to both KU and Lawrence, I really appreciated how kind and helpful everyone was. I am happy to be part of a university with such a strong sense of tradition and pride.

What would you see yourself doing if you weren’t a professor?   

I could see myself working in consumer insights or market research. But if I could choose anything, I would be a dog runner. I would get to run, spend time with dogs and be outside all day — that sounds like a pretty good job!  

What advice would you give your college self?  

I would tell myself not to worry so much about having everything figured out. Try more things, ask for help earlier and spend less time worrying about things you cannot control. Be prepared but also trust that you will figure things out as you go. 

If you could require students to read one thing before graduation (outside of your class reading), what would it be and why? 

I would choose “The Defining Decade” by Meg Jay. It talks about work, relationships and many of the decisions people face in their twenties. I read it in my late twenties, when I worried a lot about whether I was making the right choices. Of course, it does not give you all the answers, but it makes you think more seriously about what you want and what matters to you.