Garim Lee

Human vs. AI: The battle for authenticity in fashion design and consumer response

Garim Lee, Hye‐Young Kim · Journal of Retailing and Consumer Services · 2023 · 92 citations

Consumer Response, Engineering, Personal Branding +11

“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Jennifer Huh, Hye-Young Kim, Garim Lee · Journal of Research in Interactive Marketing · 2023 · 44 citations

Artificial Intelligence, Customer Satisfaction, Engineering +32

Let voice assistants sound like a machine: Voice and task type effects on perceived fluency, competence, and consumer attitude

Hyunjoo Im, Billy Sung, Garim Lee et al. · Computers in Human Behavior · 2023 · 40 citations

Behavioral Sciences, Health Sciences, Voice +10

Algorithm fashion designer? ascribed mind and perceived design expertise of AI versus human

Garim Lee, Hye‐Young Kim · Psychology and Marketing · 2024 · 26 citations · Full text

Ai Threats, Behavioral Decision Making, Affective Design +29

Do consumers always believe humans create better boxes than AI? The context-dependent role of recommender creativity

Hyunjoo Im, Garim Lee · International Journal of Retail & Distribution Management · 2023 · 20 citations

Artificial Intelligence, Behavioral Decision Making, Digital Marketing +32