Saetbyeol Kim

(pronounced SET-biol)

I'm a Ph.D. candidate in Behavioral Marketing at the University of Miami. 

My research focuses on how consumers make decisions related to their physical, mental, and social well-being. I examine consumer beliefs about mental versus physical health, and how these beliefs shape decisions in illness contexts (addressing problems) and wellness contexts (actively investing in well-being). More broadly, I explore how social cues—such as diversity and political ideology—influence everyday consumer decisions across healthcare, financial, and ethical domains. My work has been published in the Journal of Consumer Research and Social Influence.

Outside of research, I enjoy CrossFit and running with dogs.