About

Garim Lee is an Assistant Professor in Merchandising, focusing on digital consumer behavior, AI-assisted retail technology, personalized advertising, and online communications. She teaches digital merchandising, retail analytics, fashion consumer behavior, digital promotions, and media planning. As an educator, she pursues rich and interactive communications in class to stimulate creative, logical, and analytical ways of thinking. Her current research projects explore the way consumers perceive AI-designed products, consumers' evaluations and effectiveness of AI-generated content, and the ethical aspects of consumer decision-making when facing new technologies. She aims to understand the psychological mechanisms of how consumers respond to retail technologies to propose how to apply them to practical strategies. Her scholarships were recognized with awards such as the International Textile and Apparel Association (ITAA) Paper of Distinction Award, the Youngone Best Paper Award, and the Ovative Leadership & Diversity Award.