Tami Kim

Assistant Professor of Business Administration


FOB 191B

Academic Area

Education: A.B., Harvard College; DBA, Harvard Business School

Tami Kim is an Assistant Professor of Business Administration at the Darden School of Business, where she teaches the marketing core course and a digital marketing elective for the full-time MBA program. She is affiliated with the Batten Institute for Innovation and Entrepreneurship as a Faculty Fellow.

Her research primarily focuses on consumer behavior in digital environments, Diversity, Equity, & Inclusion in the consumer marketplace, and social perception. Her work has been published in leading academic journals, including Journal of Consumer Research, Journal of Marketing Research, and Psychological Science, and has also written for outlets such as Harvard Business Review, The New York Times, The Wall Street Journal.

She holds an A.B. in Government from Harvard College and a Doctorate of Business Administration in Marketing from Harvard Business School. She received the Wyss Award for Excellence in Doctoral Research and the HBS Dean's Award.

Selected Publications

Ximena Garcia-Rada and Tami Kim, "Shared Time Scarcity in Close Relationships and the Pursuit of Extraordinary Experiences," Psychological Science, forthcoming.

Kim, Tami, Ovul Sezer, Juliana Schroeder, Jane Risen, Francesca Gino, and Michael I. Norton (2021), "Work Group Rituals Enhance the Meaning of Work," Organizational Behavior and Human Decision Processes, 165: 197-212.

Kim, Tami, Lalin Anik and Luca Cian (2021), "Feedback as a Two-way Street: When and Why Rating Consumers Fails," Marketing Letters, 1-12.

Kim, Tami and Daniel Martin (2021), "What Do Consumers Learn from Regulator Ratings? Evidence from Restaurant Hygiene Quality Disclosures," Journal of Economic Behavior & Organization, 185: 234-249.

Kim, Tami, Kate Barasz, and Leslie K. John (2021), "Consumer Disclosure," Consumer Psychology Review, 4(1): 59-69.

Kim, Tami, Leslie K. John, Todd Rogers, and Michael I. Norton (2019), "Procedural Justice and the Risks of Consumer Voting," Management Science 65(11): 5234-5251.

Barasz, Kate, Tami Kim, and Ioannis Evangelidis (2019), "I Know Why You Voted for Trump: Using Attribute Information to Infer Motives for Choice," Cognition, 188: 85-97.

Kim, Tami, Ting Zhang, and Michael I. Norton (2019), "Pettiness in Social Exchange," Journal of Experimental Psychology: General, 148(2): 361-373.

Kim, Tami, Kate Barasz, and Leslie K. John (2019), "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness," Journal of Consumer Research, 45(5): 906-932.

Buell, Ryan, Tami Kim, and Chia-Jung Tsay (2017), "Creating Reciprocal Value through Operational Transparency," Management Science, 63(6), 1673-1695.  

Barasz, Kate, Tami Kim, and Leslie K. John (2016), "The Role of (Dis)similarity in (Mis)predicting Others' Preferences," Journal of Marketing Research, 53(4), 597-607.

Zhang, Ting, Tami Kim, Alison Wood Brooks, Francesca Gino, and Michael I. Norton (2014), "A 'Present' for the Future: The Unexpected Value of Rediscovery,"  Psychological Science, 25: 1851-1860.


Other Publications

Kim, Tami and Michael I. Norton (June 10, 2018), "Why Using Payment Apps Can Hurt Your Relationships," The Wall Street Journal. Available at

Feldberg, Alexandra* and Tami Kim* (May 28, 2018), "How Companies Can Identify Racial and Gender Bias in Their Customer Service," Harvard Business Review. Available at    

Feldberg, Alexandra* and Tami Kim* (April 20, 2018), "Beyond Starbucks: How Racism Shapes Customer Service," The New York Times. Available at

John, Leslie K., Tami Kim, and Kate Barasz (forthcoming in Jan-Feb 2018 print issue), "Targeted Ads Without the Ick Factor: Don't Take Personalization Too Far," Harvard Business Review.

Buell, Ryan, Tami Kim, and Chia-Jung Tsay (2014), "Cooks Make Tastier Food When They Can See Their Customers," Harvard Business Review, 92(11): 34-35.