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Rae Yule Kim

Assistant Professor, Marketing, Feliciano School of Business

Email:: kimr@montclair.edu
Degrees:: BS, University of Bristol; MS, Johns Hopkins University; PhD, Rutgers University
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Profile

Rae Yule Kim joined Montclair State University as an Assistant Professor of Marketing in 2020. He holds a Ph.D. in Marketing from Rutgers University and an M.S. in Information Systems from Johns Hopkins University. He has served as an academic editor for the social psychology and management science sections of PLOS ONE. Dr. Kim’s research offers insights into how people make decisions under uncertainty, such as when purchasing online or interacting with humanoids. His work has been published in IEEE Transactions on Engineering Management, Communications of the ACM, IEEE Engineering Management Review, and The Cambridge Handbook of Cyber Behavior. His research also assists international organizations, including the World Bank and the European Union, in gaining a deeper understanding of consumer behavior.

Specialization

Technology marketing, diffusion, AR/VR, consumer insights, social responsibility

Links

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Research

How do social signals influence people's judgments of new technologies?
How do social signals influence decision-making under uncertainty?
How do social signals help people overcome a bias against risk?

Professional Experience

Instructor, Rutgers University (2019 - 2020)
Assistant Professor, Montclair State University (2020 - Present)

Consulting

Management Consulting, KACO New Energy. (July 2013 - January 2015). How trade policies impact international sales of photovoltaic inverters
Management Consulting, YOGO – New social networking app designed to foster human connections, not hinder them. (September 2024 - Present). What are the strategies for diffusing and positioning a new social networking app?
Training/Education, Association of National Advertisers Educational Foundation. (April 2024 - Present). The value of capstone projects
Management Consulting, Articulate.AI. (January 2024 - Present). Improve customer flow management
Management Consulting, Latina Surge National. (October 2022 - Present). How diversity, equity, and inclusion (DEI) can improve firm performance
Management Consulting, AGIBOT - A humanoid and AI developer, known for the viral "one million robot workers" video. (March 2025 - March 2025). What are ways to improve the human-robot interaction experience with AI applications?

Honors & Awards

Dean's Grant, Rutgers Business School - Rutgers University (July 2019)
Fellow, Academy of Marketing Science Doctoral Consortium (March 2020)
Program Committee, IEEE IEEM (May 2024)
Excellence in Scholarship Award, Montclair State University (May 2021)
Research Grant, Academy of Marketing Science and Association Française du Marketing (February 2021)
Visiting Professor, Association of National Advertisers (June 2025)
Academic Editor, PLOS ONE (September 2024)
Top 0.5% Scholar in Engineering Management, ScholarGPS (July 2024)

Refereed Published Articles

R. Kim (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review
R. Kim (2020). The Influx of Skeptics: An Investigation of the Diffusion Cycle Effect on Online Review. Electronic Markets
R. Kim (2020). The Value of Followers on Social Media. IEEE Engineering Management Review
R. Kim (2019). Does National Culture Explain Consumers’ Reliance on Online Reviews? Cross-Cultural Variations in the Effect of Online Reviews on Consumer Choice. Electronic Commerce Research and Applications
R. Kim (2020). Share of Voice: Findings from the US Automotive Industry. Economics Bulletin
R. Kim (2020). An Unforeseen Story of Alpha Woman: Breadwinner Women are More Likely to Quit the Job in Work-Family Conflicts. Applied Economics
R. Kim (2021). When Does Online Review Matter to Consumers? The Effect of Product Quality Information Cues. Electronic Commerce Research
R. Kim (2021). What Makes People Happy? An Empirical Investigation of Panel Data. Applied Economics Letters
R. Kim (2021). Using Online Reviews for Customer Sentiment Analysis. IEEE Engineering Management Review
R. Kim (2021). Shopping with Robots. Journal of Futures Studies
R. Kim (2023). Robots in Healthcare. ACM Interactions
R. Kim (2023). Bounded Rationality: Are Higher Online Review Ratings Always Better for Sales?. Behaviour & Information Technology
R. Kim (2024). Anthropomorphism and Human-Robot Interaction. Communications of the ACM
R. Kim (2024). Gender and Workplace Promotion: A Case Study of a Multinational IT Corporation. IEEE Transactions on Engineering Management
R. Kim (2023). Data-Driven User Experience Design. ACM Interactions
R. Kim (2023). Text Mining Online Reviews: What Makes a Helpful Online Review?. IEEE Engineering Management Review
R. Kim (2024). Being in a Crowd Shifts People’s Attitudes Toward Humanoids. International Journal of Social Robotics
R. Kim (2025). The Fifth Wave: The Sustainability Age and New Industrial Revolution. IEEE Engineering Management Review

Published Proceedings

R. Kim (5s). 2020. When Do Online Reviews Matter? Changing the Rhythm of Marketing: Are We Listening? Society for Marketing Advances
R. Kim (5s). 2020. The Niche Effect: Are Social Media Followers for Niche Brands More Loyal? Bridging Gaps: Marketing in an Age of Disruption, American Marketing Association
R. Kim (5s). 2019. Can Advertising Spending Increase Market Share? Atlantic Marketing Association Conference
R. Kim (5s). 2020. How Can Ad Spending Improve Market Dominance? American Academy of Advertising Conference
R. Kim (5s). 2020. Selling After COVID-19 Atlantic Marketing Association
R. Kim (5s). 2020. Do Social Media Followers Impact Sales? Analysis for a Brave New Marketing World, Society for Marketing Advances
R. Kim (5s). 2021. The Role of Anthropomorphism in Customer-Robot Interaction Reimagining Marketing, American Marketing Association
R. Kim (5s). 2021. Do Social Media Followers Impact Sales? INFORMS Society for Marketing Science Conference
R. Kim (5s). 2022. Predicting NFL Ticket Sales with Social Media Data Developments in Marketing Science: Proceedings of the Academy of Marketing Science
R. Kim (5s). 2022. Text Mining Customer Reviews: What Makes an Impactful Review? Light in the Darkness: Marketing’s Role in Driving Positive Change, American Marketing Association
R. Kim (5s). 2022. Retail After COVID-19: Use Virtual Reality to Enhance Ecommerce IEEE Technology & Engineering Management Conference
R. Kim (5s). 2022. Online Review Helpfulness: Findings From Sentiment Analysis INFORMS Society for Marketing Science Conference
R. Kim, N. Belei, R. Vaidyanathan, S. Heitz-Spahn (5s). 2023. From Eerie to Aww - Embracing the Imperfect Side of Humans Can Improve the Consumer Robot Interaction Developments in Marketing Science: Proceedings of the Academy of Marketing Science
R. Kim (5s). 2023. Predicting Social Media Conversion with a Decision Tree A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem, American Marketing Association
R. Kim (5s). 2023. Unexpected Price Promotions Can Hurt Sales INFORMS Society for Marketing Science Conference
R. Kim (5s). 2025. Positivity Bias in Processing Health Information Marketing in Service of Nature and Humanity, American Marketing Association
R. Kim (5s). . Understanding the Role of Media in AI Acceptance Data Revolution: Empowering Humanity, American Marketing Association
R. Kim (5s). 2025. The Loss-Construal Rule and Construal Aversion: Why Do People Try New Things? INFORMS Society for Marketing Science Conference

Books & Chapters

R. Kim (2024). Online Reviews and Consumer Decisions. The Cambridge Handbook of Cyber Behavior, Cambridge University Press