Saetbyeol Kim

Saetbyeol Kim is an Assistant Professor of Marketing at the University of Kansas School of Business. Her research examines how consumers make decisions related to physical, mental, and social well-being. One stream of her work investigates how and why consumers perceive mental and physical health needs differently and how these perceptions shape their responses to products, services, and public health messages. Another stream explores how consumers evaluate information and interact with others in contexts where identity and ideology are salient.

Her work has been published in the Journal of Consumer Research and Social Influence. She is a recipient of the 2025–26 Rising Star Award from the American Marketing Association’s Consumer Behavior Special Interest Group (CBSIG).