Info
Associate Professor of Marketing
Kacy Kim
Kacy Kim is an Associate Professor of Marketing at Bryant University. Her research examines advertising, consumer behavior, and the transformative role of artificial intelligence and digital technologies in persuasion. She previously held faculty at Elon University, and visiting positions at Harvard University, Virginia Tech, and McCann New York.
She is Senior Associate Editor and Special Issue Coordinator for the International Journal of Advertising, and has also served as Associate Editor for the Journal of Global Fashion Marketing. She has guest-edited multiple special issues, including IJA’s “New Insights in Digital and AI Advertising,” as well as themes on digital promotion, sustainability, and brand activism. Her expertise in AI, persuasion, and big data analytics underpins her work on predictive modeling of consumer behavior and advertising effectiveness.
Degrees Awarded
Ph D, The University of Texas at Austin
MA, The University of Texas at Austin
MA, Sungkyunkwan University
BA, Chung-Ang University
Selected Publications
Kim, K.,Ryoo, Y.,Manika, D.,Yoon, N.,Yoon, S., From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular‐appearing produce, Psychology & Marketing.
Kim, K.,Ryoo, Y.,Zdravkovic, S.,Yoon, S., Price Transparency in International Retailing on Digital Platforms, International Marketing Review.
Kim, K.,Yoon, S.,Attaran, S.,McCarthy, T., The Effect of Model Size on Luxury/non-luxury Brands Attitudes, Journal of International Advertising.
Kim, K.,Yoon, S.,Attaran, S.,McCarthy, T., The Effect of private/public clothing on body relevant/nonbody relevant products: A multi-cultural study, .
Kim, W.,Ryoo, Y.,Yoon, S.,Kim, K., Ethical Dissonance in Environmental Advertising: Moderating Effects of Self-Benefit versus Other-Benefit Appeals, International Journal of Advertising.
Rialti, R.,Zollo, L.,Kim, K.,Yoon, S., Mega-influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth, Psychology and Marketing.
Rossi, P.,Pantoja, F.,Yoon, S.,Kim, K., The Mind of the Beholder: Congruence Effects in Luxury Product Placements, International Journal of Advertising.
Yoon, S.,Kim, K.,Attaran, S.,McCarthy, T., Recycled or Recyclable? Eco-Framing Across Retail Brands in Global Markets, .
Kim, K., A Bottom-Up Approach to Generating Ideas: From Induction to Deduction., International Conference on Research in Advertising (ICORIA) , 2025.
Kim, K.,Attaran, S.,McCarthy, T.,Yoon, S., Model Size and Discounts in Fashion Advertising: Individualistic versus Collectivistic Mindsets., European Marketing Associations Conference, 2025.
Kim, K.,Moon, J.,Son, J.,Yoon, S., Happiness as a Barrier to Food Literacy in Detecting Healthwashing., European Marketing Associations Conference, 2025.
Lim, R. E.,Kim, K.,Sung, Y.,Kang, E.,Yoon, S., Social Exclusion and Consumer Responses to Targeted Advertising, European Marketing Associations Conference, 2025.
Bakpayev, M.,Ryoo, Y.,Jeon, Y.,Kim, K.,Yoon, S., High Hopes, Hard Falls: Consumer Expectations and Reactions to AI-Human Collaboration in Advertising., International Journal of Advertising, 2025.
Kim, K.,Park, S.,Langner, T.,Taylor, C. R.,Yoon, S., Consumer Reactions to Alterations to Disclosures in Advertising., The American Academy of Advertising Conference, 2025.
Kim, K.,Yoon, S.,Rialti, R.,Zollo, L., Neighbor Comparisons and Energy-Saving Behavior. , The American Academy of Advertising Conference, 2025.
Shin, H.,Kim, K.,Yoon, S., Wit-Based Humor in Advertising: The Roles of Brand Coolness and Luxuriousness, The American Academy of Advertising Conference, 2025.
Zollo, L.,Rialti, R.,Kim, K.,Yoon, S., Introduction to the special issue on new developments in digital promotion., International Journal of Advertising, 2025.
Kim, K.,Park, S.,Yoon, S., This Image has been Digitally Altered: Consumer Reactions to Alteration Disclaimers., European Marketing Associations Conference, 2024.
Lim, E.,Kim, K.,Kang, E.,Sung, Y.,Yoon, S., This Ad is Uniquely Tailored for You: The Effectiveness of a Highly Personalized Ad Among Socially Excluded Consumers, The American Academy of Advertising Conference, 2024.
Park, S.,Kim, K.,Park, S.,Choi, Y.,Yoon, S., Cancel Anytime: How Easy Cancellation Options Enhance Purchase Intentions for Services that Require Long-Term Commitments, Journal of Retailing and Consumer Services, 2023.
Kim, K.,Ryoo, Y.,Zdravkovic, S.,Yoon, S., Pricing transparency in retail on digital platforms, 2023 Global Marketing Conference , 2023.
Lee, Y.,Bakpayev, M.,Yoon, S.,Kim, K., Close Your Eyes and Open Your Mind: How Closed Eyes Affect Evaluations of Utilitarian and Hedonic Advertising Appeals, Journal of Consumer Marketing, 2023.
Kang, E.,Sung, Y.,Kim, K., The Effects of Poverty Porn on Consumers’ Subject Well-being and Donation Behaviorsncer marketing, The Academy of International Business U.S. Northeast Chapter 2023 Annual Conference, 2023.
Kim, K.,Yoon, S.,Zdravkovic, S., When does consumer care about dollars and cents? The impact of nation’s equity, price, and product transparency', Academy of International Business NE 2022 Conference Proceedings, 2022.
Yoon, S.,Bang, H.,Choi, D.,Kim, K., Slow versus fast: how speed-induced construal affects perceptions of advertising messages, International Journal of Advertising, 2021.
Yoon, S.,Kim, K.,Beltis, A.,Logan, J.,Subramanian, G., Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance, Journal of Global Sport Management, 2020.
Garber, L. L.,Kim, K.,Dotson, M. J., The IMC Mixes that Trucking Managers Use, Journal of Business and Industrial Marketing, 2020.
Yoon, S.,Lalwoni, A. K.,Vargas, P. T.,Kim, K.,Taylor, C. R., Culture and Health Persuasion: Differences between Koreans and Americans, Journal of Current Issues & Research in Advertising, 2020.
Choi, Y.,Yoon, S.,Kim, K.,Kim, Y., Text versus Picture in Advertising: Effects of Psychological Distance and Product Type, International Journal of Advertising, 2019.
Venmahavong, T.,Yoon, S.,Kim, K.,Yoo, C., Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects, Journal of Advertising , 2019.
Kim, K.,Gravier, M.,Yoon, S.,Oh, S., Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding?, European Journal of Marketing, 2019.
Kim, K.,Kim, S.,Corner, G.,Yoon, S., Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals, Journal of Promotion Management, 2019.
Kim, K.,Park, C.,Yoon, S.,Choi , Y.,Oh, S.,Lee, J., Branded entertainment: Gender differences in reactions to star ratings, Journal of Consumer Behaviour, 2019.
Kim, K.,Yoon, S.,Choi, Y., The Effects of eWOM Volume and Valence on Product Sales — An empirical Examination of the Movie Industry, International Journal of Advertising, 2019.
Lee, Y.,Yoon, S.,Chun, S.,Park, C.,Kim, K., How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns, Asian Journal of Communication, 2019.
Kim, K.,Williams, J. D.,Wilcox, G. B., ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands, International Journal of Advertising, 2016.
Kim, K., Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing., Springer International Publishing , 2016.
Kim, K.,Williams, J.,Wilcox, G. B., Kid Tested, Mother Approved: The Relationship between Advertising Expenditures and “Most-Loved” Brands, Routledge, 2016.
Yoon, S.,Oh, S.,Song, S.,Kim, K.,Kim, Y., Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value, Journal of Business Research, 2014.
Yoo, J.,Swan, W. B.,Kim, K., The Influence of Identity Fusion on Patriotic Consumption a Cross-Cultural Comparison of Korea and the U.S., The Korean Journal of Advertising, 2014.
Um, N.,Kim, K.,Kwon, E.,Wilcox, D., Symbols or Icons in Gay-Themed Ads: How to Target a Gay Audience, Journal of Marketing Communications , 2013.
Wilcox, G. B.,Kim, K., Multivariate Time Series Use for the Measurement of Social Media Effects, Marketing Management Journal, 2012.
Wilcox, G. B.,Kim, K.,Schulz, H. M., Liquor Advertising and Consumption in the United States: 1971-2008, International Journal of Advertising, 2012.
Wilcox, G. B.,Williams, J.,Kamal, S.,Kim, K., The Role of Advertising on Attitudes and Consumption of Food and Beverage Products, Springer, 2012.
Awards and Honors
Best Conference Track Paper Award, 2023
Best Reviewer Award, 2021
Merit Award, 2020
KAS-HS Ad Global Research Award, 2019
Outstanding IB Research Award , 2019
Rising Scholar Award, 2015
Best Conference Paper Award, 2014
ESCP Europe Best paper Award, 2014
Jesse Jones Fellowship Award, 2013
University Continuing Fellowship Award, 2012
Research Grant with Williams, J and Wilcox, G., 2011
University Continuing Fellowship Award, 2011
Brain Korea 21 Scholarship, 2001
Teaching Interests
Marketing Analytics, Visual Analytics, Digital Marketing Analytics, Marketing Research
Research Interests
Marketing Analytics with Big Data, Digital Marketing, Consumer Behavior, Marketing Communications
Professional Memberships
Academy of Marketing Science
American Marketing Association
American Academy of Advertising
Association of Consumer Research