AImpact

Dr. Sarah Lim is an Assistant Professor of Business Administration at Gies College of Business, University of Illinois Urbana-Champaign. She earned her Ph.D. in Marketing from Cornell University in 2021 and holds both a Master’s in Social Psychology and dual Bachelor’s degrees in Psychology and Instrumental Music from Seoul National University. Professor Lim’s research explores consumer behavior in contexts shaped by technology and social dynamics, including the behavioral implications of AI-driven decisions and the social effects of shared consumption experiences. She teaches courses such as Consumer Behavior (BADM 325) and Digital Transformation in Consumer Behavior (BADM 523), which integrate psychological frameworks with real-world applications in the digital age.