Radford University
Alexis Yim
Assistant Professor
Marketing, Dept of
- Phone:
- (540) 831-5301
- Address:
-
Kyle Hall 370
Box 6917 - Email:
- ayim@radford.edu
Biography
As a consumer behavior researcher, I’m fascinated by the what, why, and how behind people’s decisions. Exploring the psychology that drives consumer behavior is deeply rewarding to me.
Before returning to academia, I spent over a decade in the marketing industry—working for a Fortune 500 company as well as two start-ups. That experience allows me to bridge theory and practice in the classroom, connecting lecture content to real-world applications and addressing students’ questions with practical insight.
Today, I remain passionate about applying marketing knowledge in real-world contexts. I continue to collaborate with organizations on projects aimed at solving real business challenges.
Education
Ph.D. in Marketing, West Virginia University, John Chambers College of Business and Economics, Morgantown, WV, USA
M.A. in English, Shandong University, College of Foreign Languages, Jinan, Shandong, China
B.A. in English, Shandong University, College of Foreign Languages, Jinan, Shandong, China
Recent Research and Engagement
Presentation at Radford University May’s Our Turn, May 2025, Radford, VA
Courses Taught
MKTG 344, Sales Management
MKTG 360, Professional Selling
MKTG 446, Marketing Research
Publications - Journals
Yim, Alexis, Luke Liska, Yumei Mu and Maneesh Thakkar (2025), “I Feel No Empathy Toward
AI: The Effects of AI vs Human Spokespersons on Advertisement Effectiveness,” Journal
of Research in Interactive Marketing.
Mu, Yumei and Julian Givi (2025), “Who Cares More? A Giver-Recipient Asymmetry in
the Importance of Selecting a Good Gift,” European Journal of Marketing, 59 (1), 59-85.
Givi, Julian and Yumei Mu (2023). “The Oversensitivity in Gift-Giving Phenomenon,”
Marketing Letters, 34 (4), 619-631.
Givi, Julian and Yumei Mu (2022), “Your Gift but My Attitude: Gift Givers’ Aversion
to Giving Attitude-Inconsistent Gifts,” European Journal of Marketing, 56 (5), 1488-1511.
Publications - Book Reviews/Translations
Whyte, William H. (2020), The Organization Man, trans. Bin Xu, Yumei Mu, and Hong Wu, Beijing: Peking University Press.