Radford University
Alexis Yim
Assistant Professor
Marketing, Dept of
- Phone:
- (540) 831-5301
- Address:
-
Kyle Hall 370
Box 6917 - Email:
- ayim@radford.edu
Biography
Hi! I’m Alexis Yim, and I teach marketing at Radford University in the Davis College of Business and Economics. I’ve had the pleasure of teaching a variety of courses, including Consumer Behavior, International Marketing, Professional Selling, Advertising Strategy, Marketing Management, and Integrated Promotions. I enjoy showing students how marketing connects with psychology, technology, customer behavior, and innovation.
I earned my Ph.D. in Marketing from West Virginia University and hold an M.B.A. and B.S.B.A. from the University of Nebraska–Lincoln, with a major in Marketing and a minor in Management. Before joining academia, I worked for Fortune 100 companies, including Dell and Pfizer, and those experiences continue to shape how I teach. I’m passionate about bridging theory and practice to prepare my students for today’s competitive and fast-paced work environment.
My research explores how consumers interact with artificial intelligence (AI), how “cuteness” influences branding and technology adoption, and what drives effective sales performance. I’ve presented my work at international conferences and published in peer-reviewed marketing journals such as the European Journal of Marketing, Journal of Research in Interactive Marketing, and Journal of Marketing Theory and Practice. I’ve also been honored with awards such as Best Overall Paper at the International Roadside Safety Conference and top recognition from the American Marketing Association Sales SIG for my dissertation.
One of my favorite quotes is, "Education is the kindling of a flame, not the filling of a vessel," from Socrates. I strive to help students discover and realize their full potential- after all, education means "to lead out." Watching students learn, grow, and transition into their dream careers is the most rewarding part of my job. Outside of the classroom, I enjoy running the scenic trails of the New River Valley.
Education
Ph.D. in Marketing, West Virginia University, Morgantown, WV
M.B.A., University of Nebraska–Lincoln, Lincoln, NE
B.S.B.A. in Business Administration (Major: Marketing, Minor: Management), University of Nebraska–Lincoln, Lincoln, NE
M.B.A., University of Nebraska–Lincoln, Lincoln, NE
B.S.B.A. in Business Administration (Major: Marketing, Minor: Management), University of Nebraska–Lincoln, Lincoln, NE
Recent Research and Engagement
My recent research interests include consumer behavior, artificial intelligence, cuteness,
and sales.
Courses Taught
MKTG 641, Marketing Management
MKTG 452, International Marketing
MKTG 360, Professional Selling
MKTG 350, Consumer Behavior
MKTG 341, Advertising Strategy
Publications - Journals
Yim, A., Liska, L., Mu, Y., & Thakkar, M. (2025). I feel no empathy towards AI: The effects of AI vs. human spokespersons on advertisement effectiveness. Journal of Research in Interactive Marketing.
Yim, A., He, S., Cui, A. P., & Zhao, L. (2025). Carefree cuteness: The effect of exposure to cuteness on risk-seeking behavior. European Journal of Marketing.
Schirr, G., Thakkar, M., Yim, A., & Lollar, J. (2025). Is distraction always bad? The effect of distraction on purchase intention. Journal of Management and Marketing Research.
Zhao, L., Yim, A., & Cui, A. P. (2024). Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions. Journal of Marketing Theory and Practice, 1–10.
Yim, A., Price, B., Agnihotri, R., & Cui, A. P. (2024). Facial first impressions: The influence of babyface overgeneralization on agents’ online profiles. Keller Center Research Report.
Yim, A., Cui, A. P., & Walsh, M. (2024). The role of cuteness on consumer attachment to artificial intelligence agents. Journal of Research in Interactive Marketing, 18(1), 127–141.
Yim, A., Price, B., Agnihotri, R., & Cui, A. P. (2023). Do salespeople’s online profile pictures predict the number of online reviews? Effect of a babyface. European Journal of Marketing, 57(7), 1886–1911.
Stolle, C., Ammon, T., Vargas, C., Yim, A., Faller, R., Lechtenberg, K., & Urbank, E. (2018). Data-driven development of a roadside safety marketing campaign for tree removal–Phase I. Midwest Roadside Safety Facility.
Stolle, C., Lechtenberg, K., Faller, R., & Yim, A. (2017). Initial developments supporting a roadside tree removal marketing campaign. Transportation Research Circular.
Publications - Chapters
Cui, A. P., Nelson, C., & Yim, A. (2020). Global luxury brands: Researching cross-cultural differences in motivations to consume. In The handbook of cross-cultural marketing research.
Publications - Proceedings
Zhao, L., Yim, A., & Cui, A. P. (2025). Brand activism but make it cute! How message cuteness affects brand activism effectiveness. In AMA Winter Academic Conference Proceedings.
Yim, A., Cui, A. P., & Agnihotri, R. (2024). The power of flow state in salespeople. In AMA Winter Academic Conference Proceedings.
Yim, A., Cui, A. P., & He, S. (2023). Which marketing appeal motivates consumers to engage in word of mouth? The effect of cuteness. In AMA Summer Academic Conference Proceedings.
Yim, A., Cui, A. P., & Agnihotri, R. (2022). Overcoming the discrepancy between skills and challenges. In AMA Summer Academic Conference Proceedings.
Yim, A., Cui, A. P., & Walsh, M. (2022). The role of cuteness in artificial intelligence assistants. In AMA Summer Academic Conference Proceedings.
Yim, A., He, S., & Cui, A. P. (2021). The power of aww: A dual-process approach to cuteness-affected risk taking and decision-making. In AMA Summer Academic Conference Proceedings.
Yim, A., He, S., & Cui, A. P. (2021). Cuteness and perceived risk in COVID-19 vaccination. In AMA Summer Academic Conference Proceedings.
Yim, A., Cui, A. P., Price, B., & Xu, X. (2021). Is being cute always helpful? The harmful effect of babyface on sales performance. In AMA Winter Academic Conference Proceedings.
Honors and Awards
Davis College 2024–25 Faculty Research Grant, Radford University, 2025
Davis College 2023–24 Faculty Research Grant, Radford University, 2024
Davis College 2022–23 Faculty Research Grant, Radford University, 2023
Davis College 2021–22 Faculty Research Grant, Radford University, 2022
Outstanding Doctoral Student Award, West Virginia University, 2021
Sales SIG Dissertation Proposal Competition Runner-up, American Marketing Association,
2021
Outstanding Doctoral Student Teaching Award, West Virginia University, 2020
Best Overall Paper, Proceedings of the International Roadside Safety Conference, 2017