The College of Business and Economics is pleased to welcome Assistant Professor of Marketing Mikyoung Lim this fall, who brings valuable insights from her doctoral studies at the University of South Florida. Lim specializes in the technological trends that are transforming retail and the consumer economy. She was drawn to CSUF’s business college by the opportunity to bridge academic research with industry practice, leveraging the college’s strong connections to Southern California’s retail and technology sectors.
Lim is committed to conducting research that will inform business decision-making while preparing the next generation of retail professionals.
“I’m excited to contribute to an environment that values teaching excellence, community partnerships and research with real-world relevance,” she said.
Her current focus is on how retail and digital environments shape consumer judgment and decision-making.
“I’m particularly interested in how design and technology shape not only what people buy, but also how those choices affect their well-being,” said Lim.
One of her research studies, “The Store of the Future: Engaging Customers Through Sensory Elements, Personalized Atmospherics and Interpersonal Interaction,” published in the Journal of Retailing, reflects her core research interests and future direction. It proposes a framework for designing future stores that facilitate pleasurable in-store experiences.
Read more in this CSUF Business News article.