Soyeon Shim

Soyeon Shim

Dean, Professor, Consumer Science
2135 Nancy Nicholas Hall 1300 Linden Drive
Office Hours
Mon., Thurs, Fri 8:30am-5pm

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

When I was growing up in Seoul, Korea, every evening before dinner my dad always asked all four of us whether we had done anything worthwhile, something that would justify our eating the food set before us.   That lesson helped me immensely later on in my life because it instilled a sense of purpose.  I get excited about coming to work every day because I have a clear sense of where we are going as a school; we are dedicated to making the SoHE a pivotal part of the economic engine that drives the state of Wisconsin, while globally prominent. We want to become a compelling place for everyone to want to be a part of our future.


Most Recent Scholarly Papers- In Press or Published

  • Friedline, T, West, S., Rosell, N., Serido, J., & Shim, S (in press). Do community characteristics related to young adult college students’ credit card debt? The Hypothesized role of collective institutional efficacy. American Journal of Community Psychology.
  • Bosch, L. A., Serido, J., Card, N., Shim, S., & Barber, B. L. (in press). Predictors of Financial Identity Maturation in Emerging Adulthood. Emerging Adulthood.
  • Serido, J., Curran, M. A., Wilmarth, M., Ahn, S. Y., Shim, S., & Ballard, J. (2015). The unique role of parents and romantic partners on young adults’ financial attitudes and behaviors. Family Relations, 64(5), 696-710. [Best Paper Award by the Family Economics Focus Group of NCFR, 2016]
  • Shim, S., Serido, J., Tang, C., & Card, N. (2015). Socialization processes and pathways to healthy financial development for young adults. Journal of Applied Developmental Psychology, 38, 29-38
  • Serido, J., Shim, S., Xiao, J. J.,Tang, C. & Card, N. (2014). Financial adaptation among college students: Helping students cope with financial strain. The Journal of College Student Development, 55(3), 310-316.
  • Xiao, J. J., Ahn, S.Y., Serido, J., Shim, S. (2014). Earlier financial literacy and later financial behavior of college students. International Journal of Consumer Studies. Online First.

For a full list of Dean Shim’s featured publications, click here.

It's not about money, it's about life

Money equals happiness, right? Not necessarily. APLUS, a longitudinal study about the impact of financial decisions on personal well-being suggest it may not be so simple. APLUS (Arizona Pathways to Life Success for University Students) is tracking about 1,000 24-year old participants and early findings suggest that when it comes to having a sense of personal fulfillment, it's not necessarily about the balance in their bank account.
Read More

Select Recent Publications (since 2000)

Shim, S., Serido, J. & Tang, C. (in press). Socialization processes and pathways to healthy financial development for young adults.  Journal of Applied Developmental Psychology.

Serido, J., Shim, S., Xiao, J. J.,Tang, C.  & Card, N. (in press) Financial adaptation among college students: Helping students cope with financial strain.  The Journal of College Student Development.

Serido, J., Shim, S., & Tang, C. (2013).  After the Global Financial Crash: Individual Factors Differentiating Young Adult Consumers’ Trust in Banks and Financial Institutions. Journal of Retailing and Consumer Services, 20, 26-33.

Shim, S., Serido, J. Tang, C., & Bosch, L. (2013). Financial Identity Styles: A Longitudinal Study of Socialization Factors and Consequences on Financial Capabilities among Young Adults. Journal of Consumer Affairs. 47(1), 128-152.

Serido, J., Shim, S., & Tang, C. (2013). A framework for promoting financial capability among emerging adults. International Journal of Behavioral Development. 37 (4). 287-297.

Xiao, J., Serido, J & Shim, S.  (2011) Financial Literacy of First-year College Students.  Book Chapter in D. Lamdin (Ed.), Financial Decisions Across The Lifespan: Problems, Programs, And Prospects

Xiao, J., Tang, S. Shim, S. & Serido, J.(2011). Antecedents and Consequences of Risky Credit Behavior Among College Students: Application and Extension of the Theory of Planned Behavior. Journal of Public Policy & Marketing: Vol. 30, No. 2, pp. 239-245.

Shim, S., Serido, J., & Tang, C. (2011).  The ant and the grasshopper revisited: The present psychological benefits of saving and future oriented financial behaviors. Journal of Economic Psychology. 33(1), 155-165.

Shim, S., Serido, J., & Barber, B. (2011). A consumer way of thinking: Linking Consumer Socialization and Consumption Motivation Perspectives to Adolescent Development. Journal of Research on Adolescence.  21(1), 290-299.

Serido, J. Tang, C., Mishra, A. & Shim, S. (2010).Family environment and its impact on college students’ well-being.  Family Relations. 59 (October), 453-464.

Xiao, J. J., Serido, J., & Shim, S. (2010). Financial education, financial knowledge, and risky financial behavior of college students. In D. Lamdin (Ed.), Financial decisions across the lifespan: Problems, programs, and prospects. New York: Springer.

Shim, S., Barber, B., Card, N. Xiao, & Serido, J. (2010). Financial socialization of first-year college students: the role ofparents, work, and education.  Journal of Youth and Adolescence. 39(12), 1457-70.

Xiao, J. Tang, C., & Shim, S. (2009). Acting for Happiness: Financial Behavior and Life Satisfaction of College Student.  Social Indicators Research, 92(1), 53-68.

Shim, S., Xiao, J., Barber, B., & Lyons, A. (2009), Pathways to life success: A conceptual model of financial well-being for young adults. Journal of Applied Developmental Psychology. 30, 708-723.

Xiao, J., Shim, S., Barber, B., & Lyons, A. (2008). Financial behaviors and life outcomes of young adults in transition.  Report: National Council on Family Relations.  53(2),14-16.

Gehrt, K. C, & Shim, S. (2007).Situational segmentation in the International Marketplace: The Japanese snack market.International Marketing: Modern and Classic Papers in Paliwoda, S., & Ryans, J. Jr. UK: J.K. Edward Elgar Publishing Ltd.[Reprint of Gehrt & Shim, 2003]

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), 813-839.

Shim, S., Gehrt, K. & Siek, M. (2005). Attitude and behavior regarding pleasure travel among mature consumers. Journal of Travel and Tourism Marketing, 18(2), 69-81.

Shim, S. & Maggs, J. (2005). A Cognitive and Behavioral Hierarchical Decision-Making Model of College Students’ Alcohol Consumption. Psychology & Marketing, 22(8), 649-668.

Shim, S. & Maggs, J. (2005). A psychographic analysis of college students’ alcohol consumption: Implications for prevention and consumer education. Family and Consumer Science Research Journal, 33(3), 255-273.

Gehrt, K., Lotz, S., Shim, S., Sakano, T. & Onzo, N. (2005). Overcoming informal trade barriers among Japanese intermediaries: An attitudinal assessment. Agribusiness: An International Journal, 21(1), 53-63.

Shim, S. Eastlick, M. A., & Lotz, S. (2004). Search-Purchase (S-P) Strategies of Multi-Channel Consumers:. Journal of Marketing Channels, 11(2/3), 33-54.

Xu, Jing, Shim, S., Lotz, S. & Almeida, D. (2004). Ethnic identity, socialization factors and cultural-specific consumption behavior. Psychology & Marketing, 21(2), 93-112.

Kim, H.S., & Shim, S. (2003). Gender-based approach to the understanding of leadership roles among retail managers. Human Resource Development Quarterly, 14(3), 321-342.

Gehrt, K. & Shim, S. (2003). Situational segmentation in the international marketplace: The Japanese snack market. International Marketing Review, 20(2). 180-194.

Lotz, S., Shim, S. & Gehrt, K. (2003). A study of Japanese Consumers’ Cognitive Hierarchies in Formal and Informal Gift-Giving Situation. Psychology & Marketing, 20(1), 59-86.

Watchravesringkan, K.& Shim, S. (2003). Information search and shopping intentions through Internet for apparel products.Clothing and Textiles Research Journal, 21(1), 1-7.

Shim, S., Lusch, R. & O’Brien, M. (2002). A hierarchical Model of Values, Leadership, Job Satisfaction and Committment. Journal of Marketing Channels, 10(1), 65-87.

Gehrt, K. & Shim, S. (2002). Situational influence in the international Marketplace: An Examination of Japanese gift-giving. Journal of Marketing Theory and Practice, 10(1), 11-22.

Shim, S.,Lusch, R., & Goldsberry , E. (2002). Leadership style profiles of retail managers: Personal, organizational and managerial characteristics. The International Journal of Retail & Distribution Management, 30(4), 186-201.

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. (Best Paper Award: Sixth Triennial AMS/ACRA Retailing Conference)

Shim, S., Gehrt, K., & Lotz, S. (2001). Export implications for the Japanese Fruit Market: Fruit-Specific Lifestyle Segments.The International Journal of Retail & Distribution Management, 29, 298-314.

Shim, S., Eastlick, M. & Lotz, S. (2000). Assessing the impact of Internet shopping on store retailing among mall shoppers and Internet users. Journal of Shopping Center Research, 7(2), 7-44.

Shim, S., and Cho, P. (2000). The Impact of life events on perceived stress, clothing-specific lifestyle and retail patronage: The recent IMF event in Korea.Family and Consumer Science Research Journal.

Warrington, P. & Shim, S. (2000). An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment.  Psychology & Marketing, 17(9), 761-782.



Dr. Soyeon Shim assumed the position Dean of the School of Human Ecology (SoHE) at the University of Wisconsin, Madison, on August 27, 2012.  Prior to joining the SoHE, she served as the Director of the Norton School of Family and Consumer Sciences and Associate Dean, Strategic Initiatives, College of Agriculture and Life Sciences, at the University of Arizona.  As chief academic and financial officer of the SoHE, Dr. Shim provides leadership across all dimensions of graduate and undergraduate education, research, and Cooperative Extension/outreach. Dean Shim is a human ecologist, taking an interdisciplinary, “people first” approach for solving problems that affect children, communities, families and the marketplace.  In the first two months of her tenure, Shim led the SoHE on an intensive strategic planning process By creating interdisciplinary planning teams Shim inspired the SoHE to create a shared plan (supported by SMART goals) that would guide the School for the next decade.

Think Creatively. Solve Professionally. Act Compassionately.

The results have led to new collaborations within SoHE and across campus, and are the genesis of the SoHE Four Big Ideas:

  1. Family Well-Being and Mind, Body, Relationships
  2. Women & Global Well-Being Initiative
  3. 21st Century Citizens: Financial Education/Capability
  4. Design Thinking & Innovation

Dr. Shim’s scholarly research is in the areas of consumer decision-making, consumer and youth financial behavior and global retailing. Her work has won competitive grants totaling more than $1.5 million from the USDA/NRI (currently AFRI), from foundations (e.g., Citi, NEFE, NRF), and from IBM and other corporations. In 2007, serving as the Principal Investigator and Founder, Dr. Shim launched APLUS (Arizona Pathways to Life Success for University Students), a major longitudinal study monitoring young adults’ formation of financial attitudes and behaviors.  Dr. Shim has received numerous teaching, research, development, and leadership awards, both at the university and state/national level. She has authored or co-authored more than 100 scholarly articles in refereed journals, including Journal of Retailing, Journal of Public Policy & Marketing, Psychology & Marketing,Journal of Economic Psychology, Journal of Applied Developmental Psychology, Journal of Research on Adolescence, Journal of Youth and Adolescence, and Family Relations. In her previous role as the director of the Norton School at the University of Arizona (UA), she led a $25 million capital campaign to build a new facility for the School, and she raised more than $30 million to create an endowment fund.  During her tenure at the UA, she established the Terry J. Lundgren Center for Retailing (in 1994) and the TCA Institute for Consumer Financial Education and Research (in 2002). In 2008, she led a successful effort to reestablish the Frances McClelland Institute for Children, Youth and Families. Dr. Shim received her bachelor’s and master’s degrees from Yonsei University, Seoul, Korea, and a doctoral degree from the University of Tennessee, Knoxville.