SunAh Kim

Papers

Total Citations

161

H-Index

About

SunAh Kim is a leading scholar in consumer behavior and technology ethics, whose research explores the psychological and moral implications of artificial intelligence in marketplace interactions. Her most-cited work, “AI increases unethical consumer behavior due to reduced anticipatory guilt” (2022, 161 citations), reveals a critical insight: when consumers interact with AI agents rather than human employees, they experience diminished anticipatory guilt, which in turn increases their likelihood of engaging in unethical actions, such as lying or cheating. This groundbreaking study has reshaped how businesses and policymakers understand the unintended consequences of AI deployment, earning widespread attention across marketing, ethics, and human-computer interaction fields. Kim’s broader research portfolio examines how technological interfaces—from chatbots to automated services—alter consumer moral reasoning, trust, and decision-making. Her work has been published in top-tier journals and presented at major international conferences, establishing her as a pivotal voice in the ethical design of consumer technologies. By bridging behavioral ethics with AI adoption, Kim provides actionable frameworks for firms seeking to maintain integrity in an increasingly automated world, making her research essential for students and practitioners navigating the complex intersection of technology and human behavior.