Soyeon Shim Headshot

Soyeon Shim

Dean, Ted Kellner Bascom Professor
Consumer Science Department; Consumer Behavior & Marketplace Studies Major
Office 2135

I’ve got a woman’s ability to stick to a job and get on with it when everyone else walks off and leaves it.

–Margaret Thatcher

I assumed my current position as the Dean of the School of Human Ecology (SoHE) at UW–Madison in 2012. My ultimate goal as the dean is to transform SoHE into a hub for interdisciplinary research, education, and outreach at the university, nationally, and globally, working to enhance the quality of lives for children and families in the community. As a scholar of consumer and financial behavior, I have authored and co-authored more than 110 scholarly articles. About 12 years ago, I founded the longitudinal study, APLUS, to study young adults’ financial habits and life outcomes, findings from which have informed the US Presidential Council of Financial Capability for financial education and policy. Learn more about APLUS here.


PhD, Human Ecology, University of Tennessee, Knoxville
MS, Human Ecology, Yonsei University, Seoul, Korea
BS, Human Ecology, Yonsei University, Seoul, Korea

Recent press

Soyeon Shim is a big picture entrepreneur at the School of Human Ecology, Madison Magazine, May 8, 2020
How insecure attachment styles can affect well-being, finances, PsychCentral, March 14, 2020

Social Media

Twitter: @uwdeanshim

Helm, S., Serido, J., Ahn, S., Ligon, V., & Shim, S. (Accepted). How materialist values affect, future-oriented financial and pro-environmental behaviors, and well-being among young adults. Revised and resubmitted to Young Consumers: Special Issue on Green Consumption.

Totenhagen, C., Wilmarth, M., Serido, J., Curran, M. A., & Shim, S. (2019). Pathways from financial knowledge to relationship satisfaction: The roles of financial behaviors, perceived shared financial values with the romantic partner, and debt. Journal of Family and Economic Issues, Online first.

Sorgente, A., Lanz, M., Serido, J., Tagliabue, S. & Shim, S. (2019). Latent Transition Analysis: Guidelines and an application to emerging young adulthood development. Testing, Psychometrics, Methodology in Applied Psychology, 26(1), 1-34.

Rea, J., Danes, S.M., Serido, J., Borden, L. M., & Shim, S. (2019) “Being able to Support Yourself”: Young Adults’ Meaning of Financial Well-Being Through Family Financial Socialization. Journal of Family and Economic Issues, 40(2), 250-268. Online First (2018, November).

Burcher, S. A., Serido, J., Danes, S., Rudi, J., & Shim. S. (2018). Using the Expectancy-Value theory to understand emerging adult’s financial behavior and financial well-being. Emerging Adulthood. Online First.

Program Planning in the Family and Consumer Sciences (CSCS 428)