Dr Jay Kim
Lecturer
Marketing
Personal statement
Personal statement
Dr Hyoje (Jay) Kim (Ph.D., Queensland University of Technology) joined the Strathclyde Business School in 2022. Prior to joining Strathclyde, Dr Kim has worked as an advanced data analytics consultant at a marketing research firm based in Australia. His research examines consumer behaviour and decision-making. In particular, his research explores how consumers process and react to the information they encounter in day-to-day life (e.g., recommendations, product information, marketing campaigns). In addition to this line of inquiry, his research interests include social marketing, the psychology of time, and consumer well-being. He is passionate about uncovering the fundamental sources of social problems, designing simple but effective interventions, and demonstrating their impact in naturalistic real-world settings.
Back to staff profile
Publications
- Understanding the use of imperfect produce in everyday cooking
- Manimont Guljira, Memery Juliet, Kim Hyoje
- International Food Marketing Research Symposium (2026)
- Adding a safety date to a freshness date label reduces premature food disposal
- Kim Hyoje Jay, Jin Hyun Seung, Janiszewski Chris, Ban Joowon
- Business & Society, pp. 1-38 (2026)
- https://doi.org/10.1177/00076503261449363
- Message framing and self-control in food waste reduction : time of day as a situational proxy for self-control resources
- Jin Hyun Seung, Cho Chang‐Hoan, Kim Hyoje Jay, Sheehan Benjamin
- International Journal of Consumer Studies Vol 50 (2026)
- https://doi.org/10.1111/ijcs.70222
- Repetition-based impairment effects : when advertising repetition reduces recognition memory for competitor brands
- Jin Hyun Seung, Weeks Clinton, Whang Yun-Oh, Kim Hyoje, Martin Brett, Pontes Nicolas
- European Journal of Marketing Vol 59, pp. 120-145 (2025)
- https://doi.org/10.1108/EJM-02-2024-0164
- When it is relevant, I feel grateful : relevant organizational support drives employee customer orientation
- Kim Hyoje Jay, Beatson Amanda, Sheehan Ben, Johnston Kim, Fazal-e-Hasan Syed, Ban Joowon, Muurlink Olav
- Journal of Managerial Psychology Vol 40, pp. 1018-1031 (2025)
- https://doi.org/10.1108/jmp-07-2022-0349
- Testing the effectiveness of functional versus sustainability message framing in enhancing consumer acceptance of imperfect produce
- Manimont Guljira, Kim Hyoje, Memery Juliet, Jin Hyun Seung, Lee Daniel Chaein
- International Food Marketing Research Symposium 2025 (2025)
Back to staff profile
Professional Activities
- Workshops on behavioural change for social innovation
- Presenter
- 24/11/2025
- Making ‘ugly’ attractive: Can the way in which imperfect fruit & vegetables are presented reduce ‘ugly’ food waste?
- Speaker
- 29/10/2025
- Centre for Sustainable & Socially Responsible Consumption (CSSRC) research workshop
- Speaker
- 29/10/2025
- Chatbot language project (Media coverage)
- Recipient
- 29/4/2025
- Digital analytics for data-driven strategic decision-making
- Organiser
- 10/3/2025
- USYD- DEAKIN- AUASB SUSTAINABILITY ASSURANCE RESEARCH WORKSHOP
- Speaker
- 6/2/2025
Projects
- Global Strategy Simulation Lab: Experiential Learning for Market Entry Decision-Making
- Fisher, Michelle (Principal Investigator) Kim, Hyoje (Co-investigator) McKee, Elizabeth (Co-investigator)
- SBS Teaching and Learning Funded Project: This project embeds a global business simulation into a third-year undergraduate marketing module [Strategic Marketing in an International Context], enabling students to apply strategic decision-making in a realistic, team-based environment. Working in groups of 4–5, students are assigned fictional companies and tasked with making six pivotal decisions to launch their brand in a global market. These include product selection, SMART objectives, market choice, entry strategy, budgeting, and contingency planning. The decisions are fed into a digital simulation platform that models market dynamics and provides feedback on performance. The project draws on Scholarship of Teaching and Learning (SoTL) principles by integrating experiential learning, gamification, and reflective practice. It aims to enhance student engagement, strategic thinking, and employability by mirroring real-world marketing challenges. The simulation ran over 10 weeks (20 Jan – 31 Mar 2026), with evaluation through surveys, group reflections, and performance analytics.
- 05-Jan-2026 - 31-Jan-2026
- Centre for Sustainable & Socially Responsible Consumption (CSSRC) research workshop
- Manimont, Guljira (Principal Investigator) Kim, Hyoje (Co-investigator) Memery, Juliet (Co-investigator)
- I contributed to the Bournemouth University Centre for Sustainable & Socially Responsible Consumption (CSSRC) research workshop by delivering a methodological upskilling session focused on designing and evaluating behavioural interventions to promote sustainable consumption.
- 29-Jan-2025 - 29-Jan-2025
- Positive self-talk-based digital mood management solution: A cross-cultural approach to enhancing mental health in Korea
- An, Soontae (Principal Investigator) Jin, Hyun Seung (Co-investigator) Kim, Hyoje (Co-investigator) Sheehan, Ben (Co-investigator)
- 28-Jan-2025
- Digital analytics for data-driven strategic decision-making (Industry Seminar)
- Kim, Hyoje (Principal Investigator)
- I delivered a three-session KE workshop seminar series for an industry partner (JK Lab—a Korean cosmetics manufacturer and retailer) focused on building capability in digital analytics for data-driven strategic decision-making. Across the series, teams developed an actionable customer segmentation and targeting workflow using transactional, CRM, and digital engagement data; validated segments against commercial outcomes; and translated insights into prioritised audiences and testable campaign strategies.
- 10-Jan-2025 - 10-Jan-2025
- Why do quality date labels encourage food waste? A dual-account of label-based consumer food waste
- Kim, Hyoje (Principal Investigator) Jin, Hyun Seung (Co-investigator) Janiszewski, Chris (Co-investigator)
- SBS Seed Funding
£1,960 - 03-Jan-2025
- Enhancing Investor Protection: Investigating the Impact of Sustainability-Related Fund Names on Investment Decisions
- Kwon, Kyung Yoon (Principal Investigator) Kim, Hyoje (Co-investigator)
- 01-Jan-2025 - 31-Jan-2025