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  • Professor
  • · Office:  Bldg 59, Room 710
  • · TEL:  02-880-2540
  • · E-mail:  kyoungmi@snu.ac.kr

General Info.

Kyoungmi Lee is Professor of Marketing at Seoul National University Business School. She received her Ph.D. from the University of Illinois at Urbana-Champaign and her master’s and bachelor’s degrees from Seoul National University Business School. Prior to joining Seoul National University, she was assistant professor of Marketing at Yonsei Business School and Kansas State University. She has published in such outlets as in the Journal of Consumer Psychology, Journal of Marketing Research, Journal of Consumer Research, Journal of Personality and Social Psychology, and Self & Identity. Her multidisciplinary research program focuses primarily on consumers’ brand perception, conspicuous and symbolic consumption, stereotyping, consumer risk judgment and social networking. She also currently serves as an editorial board member of the Journal of Consumer Studies (소비자학 연구). She has taught courses on marketing communications, marketing management, and consumer behavior.


Ph.D., Marketing (Social Psychology Minor),
University of Illinois at Urbana-Champaign.

Master of Business Administration (Marketing Concentration),
Seoul National University, Korea.

Bachelor of Business Administration,
Seoul National University, Korea.

서울대학교 차세대 우수학자, 2014.
최우수 논문상, 한국마케팅학회, 2014
최우수 논문상, 한국마케팅 과학회, 2013
초헌 학술상, 연세대학교 경영/상경 동문회, 2012.
Teaching Excellence Award, School of Business, Yonsei University, Fall 2011.
American Marketing Association Doctoral Consortium Fellow, 2005.
The Albert Haring Symposium Fellow, 2002.

[Major Competitive Grants Awarded]
Social Sciences Korea (SSK; 한국사회과학연구지원), the National Research Foundation of Korea, 2011.9~ 2014.8, Co-Investigator.
Research Topic: Social Network Services and Consumer Judgment.

General Research Grant (일반연구지원-신진연구), the National Research Foundation of Korea, 2011.5~ 2013.4, Principal Investigator.
Research Topic: Consumers' Status Anxiety and Its Effects on Conspicuous Consumption.

Research Grant (대림수암 연구비), Daelim Suam Foundation, 2011.4.21 ~ 2012. 4.20, , Principal Investigator.
Research Topic: The Effect of Stereotype Threat on Consumer Risk Judgment.



Hakkyun Kim, Kyoungmi Lee and Kiwan Park,"Balancing Out the Metacognitive Feeling of Social Risk through Playing Safe: The Effect of Social Networking on Subsequent Risk-Related Judgments," Organizational Behavior and Human Decision Processes, Forthcoming.

Hakkyun Kim, Kyoungmi Lee and Ying-yi Hong (2012), "Claiming the Validity of Negative Ingroup Stereotypes When Foreseeing a Challenge: A Self-Handicapping Account," Self & Identity, 11 (3), 285-303.

Kyoungmi Lee, Hakkyun Kim and Kathleen D. Vohs (2011), "Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions." Journal of Consumer Research, August (2), 343-357.

Kyoungmi Lee and Sharon Shavitt (2009), "Can McDonald's Food Ever Be Seen as Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand," Journal of Marketing Research, April, 222-233.

Sun No, Ying-yi Hong, Hsin-Ya Liao, Kyoungmi Lee, Dustin Wood, and Melody Chao (2008), "Lay Theory of Race Affects and Moderates Asian Americans' Responses toward American Culture," Journal of Personality and Social Psychology, October, 991-1004.

Kyoungmi Lee and Sharon Shavitt (2006), "The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Image Goals are Salient," Journal of Consumer Psychology, 16(3), 260-271.