Interests:
- Digital consumer behavior, AI-assisted retail technology, personalized advertising, online communications
Garim Lee is an Assistant Professor in Merchandising, focusing on digital consumer behavior, AI-assisted retail technology, personalized advertising, and online communications.
Her research projects explore the way consumers perceive AI-designed products and the ethical aspects of consumer decision-making when facing new AI technologies; she aims to understand the psychological mechanisms of how consumers respond to retail technologies using advanced methodological approaches to propose how to apply them to businesses.
