LabCompass

Garim Lee

Business, Management and Accounting · Indiana University

OpenAlex ORCID
Consumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social MediaAI in Service InteractionsAesthetic Perception and AnalysisEthics and Social Impacts of AI

Publications

36

Citations

375

Est. group size

—

Recurring co-author estimate

Active years

15

Publishing since 2012

Research summary
AI-generated

Garim Lee studies how consumers respond to artificial intelligence in marketing and retail settings, such as reactions to AI-generated images, AI fashion design, and AI-powered voice assistants. The work examines topics like brand loyalty, advertising, secondhand and online shopping behavior, and how people perceive the creativity or expertise of AI versus humans.

Consumer responses to AI-generated contentAI versus human design in fashionDigital and social media advertisingBrand loyalty and consumer attitudesRetail and secondhand shopping behavior

Publication activity grew sharply from around 2022 and has remained steady at roughly six papers per year in recent years.

Generated by claude-opus-4-8 from public bibliographic data · Jul 11, 2026

Publication cadence
Publications per year over the last 10 years — averaging 6.4/year recently
17182019: 1 publication192020: 1 publication202021: 1 publication212022: 9 publications9222023: 9 publications9232024: 6 publications242025: 6 publications252026: 2 publications26
Recent publications
Publishes in
  • Journal of Retailing and Consumer Services×2
  • Breaking Boundaries×2
  • Global Fashion Management Conference×2
  • Journal of Research in Interactive Marketing×1
  • Computers in Human Behavior×1

This profile was generated automatically from public scholarly data (OpenAlex). Group size and activity levels are estimates derived from co-authorship patterns.

Last updated Jul 11, 2026.

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