Hyunjoo Im

Associate Professor

Retail Merchandising Program Director

Dr. Im specializes in consumer psychology in the context of retail technology and innovations. She has investigated how new technology reshapes shopping and consumption experiences. She is particularly interested in understanding intuitive and automatic psychological processes of consumer decision-making and the role new technologies such as virtual shopping environments, interfaces, and AI, play in this decision-making process. She believes in the value of lifelong learning and is passionate about nurturing creativity and the love of learning in students.


Ph.D., The Ohio State University, Columbus, OH, USA

M.S., Seoul National University, Seoul, Korea

B.S., Seoul National University, Seoul, Korea

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Selected Scholarship

  • Im, H., & Lee, G. (2023). Do consumers always believe humans create better boxes than AI? The context-dependent role of creativity in fashion and meal subscriptions. International Journal of Retail and Distribution Management. https://doi-org.ezp2.lib.umn.edu/10.1108/IJRDM-09-2021-0449
  • Lim, H., & Im, H. (2023). It’s the little “stings”: Racial microaggressions against Asian American customers in retail and their effects. Journal of Retailing and Consumer Services, 71. 103194. https://doi.org/10.1016/j.jretconser.2022.103194
  • Im, H., Lee, G., & Parr, J. (2022). Why consumers support local: moral foundations theory and identity perspective. Journal of Consumer Marketing, 40(1), 15-26. https://doi-org.ezp2.lib.umn.edu/10.1108/JCM-11-2021-5009. 
  • Lim, H., Im, H., & Lee, G. (2022). The strengths of fashion film series: the effects on character empathy and brand anthropomorphism. Journal of Global Fashion Marketing, 13(4), 289-303. https://doi.org/10.1080/20932685.2022.2097939.      
  • Im, H., Kim, N., & Lee, H. K. (2022). Why did (some) consumers buy toilet papers? A cross-cultural examination of panic buying as a maladaptive coping response to COVID-19. Journal of Consumer Affairs, 56(1), 391-413. https://doi.org/10.1111/joca.12426
  • Kim, N. & Im, H. (2022). Do liberals want curbside pickup more than conservatives? Contactless shopping as a protective behavior during the COVID-19 pandemic. International Journal of Consumer Studies, 46(2), 589-600.  https://doi.org/10.1111/ijcs.12714
  • Im, H., Ju, H., & Johnson, K. P. (2021). Beyond visual clutter: The interplay among products, advertisements, and the overall webpage. Journal of Research in Interactive Marketing, 15(4), 804-821https://doi.org/10.1108/JRIM-10-2020-0213
  • Whang, C., & Im, H. (2021). “I like your suggestions!” The role of humanlikeness and parasocial relationship on website versus voice shopper’s perception of recommendations. Psychology & Marketing, 38(4), 581-595. https://doi.org/10.1002/mar.21437
  • Ha, Y., & Im, H. (2020). Role of interactive visual learning tool and its personalizability in online learning: Flow experience. Online Learning Journal, 24(1), 205-226. 
  • Park, M., Im, H., & Kim, H-Y. (2020). “You are too friendly!” The negative effects of social media marketing on perceptions of luxury fashion brands. Journal of Business Research, 117, 529-542. https://doi.org/10.1016/j.jbusres.2018.07.026
  • Whang, C., & Im, H. (2018). Does recommendation matter for trusting beliefs and trusting intentions? Focused on different types of recommender system and sponsored recommendation. International Journal of Retail & Distribution Management, 46(10), 944-958. https://doi.org/10.1108/IJRDM-06-2017-0122
  • Park, M., Im, H., & Kim, D. Y. (2018). Feasibility and user experience of virtual reality fashion stores. Fashion and Textiles. 5:32. https://doi.org/10.1186/s40691-018-0149-x
  • Im, H., & Ha, Y. (2018). Attract, captivate, and make them return: Processing fluency effects on time perception and loyalty intention. International Journal of Electronic Marketing & Retailing, 9(2), 126-144. https://doi.org/10.1504/IJEMR.2018.090889.
  • Kwon, H., Ha, S., & Im, H. (2016). The impact of similarity of other customers on shopping mall satisfaction. Journal of Retailing and Consumer Services, 28, 304-309. https://doi.org/10.1016/j.jretconser.2015.01.004.

Professional, Institutional, and Community Leadership and Service

  • Director of Graduate Studies, the Design Graduate Program, 2018/19-2020/21
  • Chair of the External Relations Committee, International Textiles and Apparel Association, 2017-2018.
  • Co-editor of International Journal of Retailing and Distribution Management: Focused issue on Omnichannel shopper experience, 2018.
  • Co-editor of Journal of Fashion, Style, and Popular Culture: Focused issue on Fashion and Social Responsibility, 2013
  • Editorial Review Board Member, International Journal of Costume.
  • Director of Undergraduate Program, the Retail Merchandising Program, 2022/23–Present.


  • RM 2234 Retailing in a Digital Age
  • RM 4216 Retail Promotions
  • APST 8268 Behavioral Aspects of Dress
  • APST 8272 Digital Consumers: Theories in Retail and Consumer Studies
  • RM 4235/APST 5235 Data-Driven Retail: Big Data and Text Analysis

Selected Honors and Awards

  • Faculty Best Paper Award, American Collegiate Retailing Association (ACRA), 2014, 2016.
  • Best Paper Award, the Korean Society of Clothing and Textiles, 2014, 2017.
  • Best Paper Award, Global Fashion Management Conference, 2014.
  • Paper of Distinction Award, International Textiles and Apparel Association (ITAA), 2010, 2014, 2021
  • Best Research Paper Award, International Textiles and Apparel Association (ITAA), 2009.
  • Wiley Top Cited Article 2021-2022: Whang, C., & Im, H. (2021). “I like your suggestions!” The role of humanlikeness and parasocial relationship on website versus voice shopper’s perception of recommendations. Psychology & Marketing, 38(4), 581-595. https://doi.org/10.1002/mar.21437
  • 2017 CTRJ Award: Top 10 cited articles in 2018: Im, H., Hokanson, B. & Johnson, K. K. P. (2015). Teaching creative thinking skills: A longitudinal study. Clothing and Textiles Research Journal, 33(2), 129-142. https://doi.org/10.1177/0887302X15569010.
Hyunjoo Im

Specialties & Expertise:

Consumer Psychology, Affective Decision-Making, Retail Technology and Innovations, Consumer Experiences and Perceptions, Data Analytics and Consumer Insights


348 McNeal
1985 Buford Avenue
St. Paul, MN 55108
Map address