연구영역
취약소비자와 소비자역량, 소비중독 및 역기능적 재무행동, 소비자교육, 재무상담교육(Financial Therapy), 지속가능한 소비문화 연구
Education
2016
Ph.D. in Consumer Science, Seoul National University
2012
M.S. in Consumer Science, Seoul National University
2010
- B.S. in Consumer Science, College of Human Ecology, Seoul National University
Professional Experience
2024 – Present
Assistant Professor, Department of Consumer Science, Seoul National University
2016 – 2024
Research Fellow, Dept. of Consumer Policy Research, Korea Consumer Agency (KCA)
2014 – 2016
- Lecturer, Seoul National University, Andong National University, and Dongguk University
Academic Service
2024 – Present
Board Member, Korean Association of Consumer Studies (KACS)
2022 – Present
Board Member, Korean Academy of Consumer Policy and Education
Professional Activities
2025 – Present
Member, Expert Advisory Group, OECD Global Forum on Consumer Policy
2025 – Present
Expert Evaluator, Performance Evaluation of the Comprehensive Implementation Plan for Consumer Policy, Korea Fair Trade Commission
2025 – Present
Expert Evaluator, National Disaster and Safety Projects, Ministry of the Interior and Safety
2023 – Present
Expert Reviewer, Pre-consultation on Disaster and Safety Budget, Ministry of the Interior and Safety
Selected Publications
- Yeo, J., Heo, M., & Sah, J. (2025). The Past and Future of Consumer Policy in Korea. Journal of Consumer Policy and Education, 21(3), 1–22. (Corresponding Author)
- Koo, M., Kim, I., & Sah, J. (2025). A Systematic Literature Review on Anthropomorphism Types of AI Services and Consumer Responses: Focusing on Korean Cases. Journal of the Korea Contents Association, 25(7), 382–402. (Corresponding Author)
- Sah, J., & Jun, S. (2024). The Role of Consumers’ Privacy Awareness in the Privacy Calculus for IoT Services. International Journal of Human–Computer Interaction, 40(12), 3173–3184. (First Author)
- Koo, M., & Sah, J. (2024). Use of Digital Assistants and Transaction Behavior among Middle-aged and Older Consumers: Focus on Mobile Environments. Journal of Consumer Studies, 35(2), 1–25. (Corresponding Author)
- Jang, Y., & Sah, J. (2023). Personal and Regional Disparities and Determinants of Online and Offline Shopping Channel Use. Journal of Consumer Policy and Education, 19(4), 47–73. (Corresponding Author)
- Sah, J., & Yeo, J. (2021). Mitigating Stigmatization of Technological Risks: Communication Effects of Emotional Appeals on GMO Perceptions. Journal of Consumer Studies, 32(1), 97–121. (First Author)
- Sah, J., & Yeo, J. (2020). Consumer-friendly Risk Communication Strategies for Food Risks: From the Perspectives of Stigma Reduction and Caution Inducement. Journal of Consumer Policy and Education, 16(4), 29–50. (First Author)
- Sah, J. Y., & Yeo, J. S. (2020). How to Design a Consumer-friendly Strategy for Food Risk Communication. Korean Journal of Crisis Management, 16(5), 111–131. (First Author)
- Yeo, J., Sah, J., Ko, D., Koo, M., & Lee, S. (2017). An Analysis of Korean Consumer Organizations and Proposals for the Consumer Movement. Journal of Consumer Studies, 28(5), 115–135. (Corresponding Author)
- Yeo, J., Sah, J., & Lee, S. (2017). Improving the Consumer Safety Management System in Product Safety: Institutional and Operational Analysis. Journal of Consumer Studies, 28(2), 159–187. (Corresponding Author)
- Son, J., & Sah, J. (2017). A Validation Study on the Korean Consumer Competency Index. Journal of Consumer Policy Studies, 48(1), 81–107. (Co-author)
- Sah, J., & Yeo, J. (2014). Consumer Responses to Nutrition Labeling Formats: Efficiency and Appropriateness. Journal of Consumer Policy and Education, 10(4), 217–245. (First Author)
- Sah, J., & Yeo, J. (2014). Levels and Determinants of Consumer Anxiety toward Food Risks: Focusing on GMOs, Food Additives, and BSE. Journal of Consumer Studies, 25(1), 145–172. (First Author)
- Sah, J., & Yeo, J. (2013). Comparative Analysis of Consumer Risk Perception on Technological Food Risks: GMOs, Food Additives, and BSE. Journal of Consumer Policy and Education, 9(4), 1–28. (First Author)
Books and Research Reports
- Sah, J., & Song, M. (2022). Improving the Implementation System of the Basic Plan for Consumer Policy. KCA Policy Research Report 22-10.
- Sah, J. (2021). Enhancing Evaluation and Feedback Functions of the Basic Plan for Consumer Policy. KCA Policy Research Report 21-16.
- Yeo, J., Shin, S., & Sah, J. (2020). Consumer Policy: Theory and Policy Design. Kyomunsa. (Selected as Excellent Academic Book by the National Academy of Sciences, Republic of Korea, 2021)
- Sah, J., & Heo, M. (2018). Development and Calculation of Consumer Safety Indicators. KCA Policy Research Report 18-20.
- Sah, J. (2017). Enhancing Consumer Rights in IoT-related Personal Data Management. KCA Policy Research Report 17-14.
Research Projects
- Creating a Consumer-oriented Digital New Technology Market Environment (2024–2026), Seoul National University
- Establishing the 6th Basic Plan for Consumer Policy and Identifying Implementation Tasks (2023), Korea Fair Trade Commission (Korea Consumer Agency)
- Improvement of CISS Data Analysis Methodology for Enhanced Hazard Analysis Function (2019), Korea Consumer Agency
- Direction for the 4th Basic Plan for Consumer Policy (2018–2020) (2017), Korea Fair Trade Commission (Korea Consumer Agency)
- Mid- to Long-term Consumer Policy Directions and Policy Agenda (2016), Korea Consumer Agency
- Revision of the Framework Act on Consumers in Response to Changes in Market Environment and Consumer Organization Reform (2015), Korea Fair Trade Commission
Columns and Policy Contributions
- Sah, J. (2025). Suggestions for Consumer Safety Policy Agendas under the New Government. Policy Trends, No. 146, Korea Consumer Agency.
- Sah, J. (2025). Designing the AI that Consumers Want. SK mySUNI.
- Sah, J. (2022). Consumer Policy-related Tasks in the New Government’s National Agenda and Response Strategies. Korea Consumer Policy Trends, No. 125.
- Sah, J. (2022). Consumer Policy-related Tasks in the 2022 Government Work Plan and Implications. Korea Consumer Policy Trends, No. 119.
- Sah, J. (2018). Smart Home Services Must Ensure Safety Beyond Convenience. Consumer Era, Korea Consumer Agency.
- Sah, J. (2018). Encouraging Consumers’ Self-management of Personal Data. Korea Consumer Policy Trends, No. 92.
- Sah, J. (2018). Recent Revisions and Agendas of OECD CCP Legal Instruments. Korea Consumer Policy Trends, No. 89.
- Sah, J. (2017). Consumers: The Key to the Success of the Fourth Industrial Revolution. Seoul Finance Expert Column.
- Lee, G., & Sah, J. (2017). Consumer Policy Directions by Government Ministries in 2017 and Implications. Korea Consumer Policy Trends, No. 77.
- Sah, J. (2016). Domestic and International Status of Labeling Systems for Household Chemical Products and Policy Implications from a Consumer Perspective. Korea Consumer Policy Trends, No. 74.
Special Lectures and Presentations
- 2025.6 “Directions and Recommendations for Consumer Safety Policy under the New Government,” Keynote Speech, Korean Society for Consumer Safety Spring Conference.
- 2018, 2023, 2025 “Global Trends in Consumer Policy,” Korea Consumer Agency – KOICA Training Program for Consumer Policy Officials from Developing Countries.
- 2024.12 “How Do Customers Respond to Humanized AI Services?” SK mySUNI Customer Meetup.
- 2024.10 “Consumers’ Understanding of Carbon Neutrality and Its Impact on Product Purchases,” Hyundai Motor Company Carbon Neutrality Conference.
- 2022.10 “Current Status of Consumer Safety Incident Management and CISS,” Expert Seminar, National Disaster Management Research Institute.
- 2018.5 “Promoting Consumers’ Self-management of Personal Data in Smartphone Environments,” Korea–Germany Smartphone Consumer Protection Forum (KCA, BMJV, GIZ).
- 2018.1 “Recent Policy Trends and Recommendations for Consumer Safety,” Convergence Research Seminar, College of Human Ecology, Seoul National University.
Honors and Awards
- 2022 Best Paper Award, Korean Association of Consumer Studies
- 2014–2016 Global Ph.D. Fellowship, National Research Foundation of Korea
- 2014 Best Paper Award, Korean Academy of Consumer Policy and Education