Professor Taewook Lim

Hi everyone, my name is Taewook Lim, and I am excited to join the Alberta School of Business as an Assistant Professor of Marketing. I was born and raised in South Korea and recently completed my PhD in Marketing at The University of Texas at Dallas.

I am excited to begin a new chapter at the University of Alberta and to become part of such a welcoming and intellectually vibrant department.

My research focuses on how consumers respond to environmental and social challenges. I am especially interested in how climate-related events shape consumption decisions. For example, my recent projects examine how natural disasters, such as hurricanes and wildfire smoke, affect demand for hedonic products and sustainable products.

Going forward, I hope to continue studying how consumers respond to environmental risks so that firms can better understand these behavioral changes. I am also excited to explore new research ideas and collaborate on interesting topics that broaden my research agenda.

I look forward to meeting everyone and contributing to the Alberta School of Business community.