Tae Hyun Baek

Papers

Total Citations

116

H-Index

About

Tae Hyun Baek is a leading scholar in the intersection of artificial intelligence, consumer psychology, and prosocial behavior. His research primarily explores how anthropomorphic design features in AI agents influence human decision-making, particularly in charitable giving and marketing contexts. In his highly cited 2021 study, "Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving" (114 citations), Baek demonstrated that human-like AI agents with broad smiles foster psychological closeness in potential donors, significantly boosting charitable donations. This work bridges construal level theory with human-computer interaction, offering actionable insights for nonprofit marketers. More recently, Baek has examined consumer resistance to AI-driven automation, as in his 2025 paper on robot chefs, which reveals how robot-themed appeals can backfire by triggering negative responses. His contributions have reshaped understanding of how emotional cues in AI can either facilitate or hinder engagement. With a growing citation impact and a focus on ethical AI design, Baek's work is essential reading for researchers studying the psychological dynamics of human-AI interaction and its real-world applications in marketing and social welfare.