As the Norton School director, my primary duty is to provide strong leadership regarding all aspects of school programs and operation. Still, I've remained interested in conducting funded research over the past two decades. Combining my expertise in consumer decision-making and my personal interests, I draw research questions from real-life issues with a goal to further both theoretical understanding and practical implications.
For instance, during a citrus farm tour in Yuma, Arizona, when I learned that Japan was the leading export country for U.S. agricultural industry, I developed a research program, funded by the USDA to help U.S. exporters, focusing on Japanese consumers and suppliers of fruits and vegetables. Recently, given the economic meltdown, I became interested in studying financial development processes of young people and launched APLUS, an interdisciplinary project that I particularly appreciate, in part, for the opportunity to work with colleagues in our Family Studies and Human Development division.
On a personal note, my favorite hobby is hiking. This past summer, my husband and I completed a 15-mile trail in Hannagan Meadow in northeastern Arizona, the longest and the most rigorous hiking of my life! We are planning a 2-day hike in the Grand Canyon this year, so stay tuned for our next adventure!
- Financial development processes of young adults
- Consumer decision-making processes
-
Consumer socialization
My primary responsibility for the past 10 years has been to serve as the Director of the Norton School, providing leadership regarding all aspects of the School, including undergraduate and graduate programs, research and cooperative extension/outreach. However, I have maintained my research program over the years.
Recently, my colleagues and I have launched a longitudinal study, Arizona Pathways for Life Success for University Students (APLUS) – one that, as planned, will span a decade or more-surveying groups of young adults as they pass through a series of milestone life events. Entering Wave 2 of the study, APLUS will ultimately help our goal of better understanding financial development processes of young adults, a crucial first step in learning how to better prepare our youth for later life success. More information about APLUS >> [URL: ]
- Principal Investigator, Arizona Pathways for Life Success for University Students (APLUS). Funding: $570,000 (Wave 1, 1.5 and 2), National Endowment of Financial Education (NEFE). Collaborators: Joyce Serido, Bonnie Barber, Jing Xiao, Noel Card, Mike Staten
- APLUS Wave 1.5 - Recession Affected Students' Financial Attitudes and Behaviors, Study Finds, The Chronicle of Higher Education, February 8, 2010, http://chronicle.com/article/Recession-Affected-Students/64053/
- Consumer behavior (undergraduate and graduate)
- Professional development (graduate)
-
Career Talk with Soyeon (informal workshop for doctoral students)
Please contact Dr. Soyeon Shim if you are unable to locate one of the publications listed below.
Shim, S., Barber, B., Card, N. Xiao, & Serido, J. (2009). Financial socialization of young adults: the role of family, work, and education. Journal of Youth and Adolescence.
Shim, S., Xiao, J., Barber, B., & Lyons (2009), A. Pathways to life success: A model of financial wellbeing for young adults. Journal of Applied Developmental Psychology.
Hartman, J., Shim, S., Barber, B., & O’Brien, Matthew (2006). Adolescents’ utilitarian and hedonic
Web-consumption behavior: Hierarchical influence of personal values and innovativeness.
Psychology & Marketing. 23 (10), 813-840.
Shim, S. & Maggs, J. (2005). A Cognitive and Behavioral Hierarchical Decision-Making Model of College Students’ Alcohol Consumption. Psychology & Marketing. 22(8). 649-668.
Xu, Jing, Shim, S., Lotz, S. & Almeida, D. (2004). Ethnic identity, socialization factors and cultural-specific consumption behavior. Psychology & Marketing. 21(2), 93-112.
Shim, S., Eastlick, M., Lotz, S., Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search Journal of Retailing. 77, 397-416. (The Best Paper Award: The Sixth Triennial AMS/ACRA Retailing Conference)
Shim, S. & Eastlick, M. A. (1998) The Hierarchical influence of personal values on mall shopping attitude and behavior. Journal of Retailing. 74 (1), 139-160.