교수
02-880-2540
59동 707호
kyoungmi@snu.ac.kr교수소개
Before joining Seoul National University, Dr. Kyoungmi Lee served as an Assistant Professor of Marketing at Yonsei Business School and Kansas State University. She holds a Ph.D. in Business Administration from the University of Illinois at Urbana-Champaign and B.A. and M.A. degrees in Business from Seoul National University.
Dr. Lee’s research focuses on understanding how consumers perceive and construct meaning in the marketplace. Her work explores a wide range of topics, including brand perception, identity-relevant consumer behavior, symbolic and conspicuous consumption, consumer risk judgment, stereotyping, and the influence of social networks and digital platforms on consumer decision-making. Her research has been published in leading academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, and Self & Identity.
In addition to her academic contributions, Dr. Lee actively collaborates with industry. Recognized as an expert in the K-Beauty and K-Food industries, she advises companies on how to build global brand equity and capture emerging consumer trends. She frequently consults on brand strategy, consumer insight, and innovation in these and other dynamic consumer markets. She has served as an outside board director for major corporations such as Pulmuone and Amorepacific Group, and has provided strategic advisory to companies. She regularly advises leading Korean corporations on branding, customer value innovation, and emerging consumer trends through executive education and consulting engagements. She also delivers executive lectures on luxury branding and high-end consumer behavior to business leaders across various industries.
Dr. Lee also contributes to the academic community as an editorial board member of Journal of Marketing Studies and Asia Marketing Journal, and as an executive member of the Korean Marketing Association and the Korean Consumer Studies Association.
In the classroom, Dr. Lee teaches courses on Marketing, Branding, and Consumer Behavior, inspiring the next generation of marketers and business leaders. She is also highly engaged in executive education, helping professionals enhance their strategic marketing and consumer insight capabilities.
Dr. Lee has received multiple honors for her contributions to research and teaching, including the Seoul National University Scholarly Research and Education Award, the SK Social Value Research Grand Prize, and several Best Paper Awards from major academic associations.
Dr. Lee’s research focuses on understanding how consumers perceive and construct meaning in the marketplace. Her work explores a wide range of topics, including brand perception, identity-relevant consumer behavior, symbolic and conspicuous consumption, consumer risk judgment, stereotyping, and the influence of social networks and digital platforms on consumer decision-making. Her research has been published in leading academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, and Self & Identity.
In addition to her academic contributions, Dr. Lee actively collaborates with industry. Recognized as an expert in the K-Beauty and K-Food industries, she advises companies on how to build global brand equity and capture emerging consumer trends. She frequently consults on brand strategy, consumer insight, and innovation in these and other dynamic consumer markets. She has served as an outside board director for major corporations such as Pulmuone and Amorepacific Group, and has provided strategic advisory to companies. She regularly advises leading Korean corporations on branding, customer value innovation, and emerging consumer trends through executive education and consulting engagements. She also delivers executive lectures on luxury branding and high-end consumer behavior to business leaders across various industries.
Dr. Lee also contributes to the academic community as an editorial board member of Journal of Marketing Studies and Asia Marketing Journal, and as an executive member of the Korean Marketing Association and the Korean Consumer Studies Association.
In the classroom, Dr. Lee teaches courses on Marketing, Branding, and Consumer Behavior, inspiring the next generation of marketers and business leaders. She is also highly engaged in executive education, helping professionals enhance their strategic marketing and consumer insight capabilities.
Dr. Lee has received multiple honors for her contributions to research and teaching, including the Seoul National University Scholarly Research and Education Award, the SK Social Value Research Grand Prize, and several Best Paper Awards from major academic associations.
경력사항
Selected Professional Activities
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[Education]
- Ph.D. in 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
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[Industry Engagement]
- Outside Board Director, Pulmuone Co., Ltd.
- Outside Board Director, AmorePacific Group
- Vice President, Korean Society of Consumer Studies (incoming)
- Executive Board Member, Korean Marketing Association
- Associate Dean for Student Affairs, College of Business Administration, Seoul National University
- Deputy Vice President for Planning and Coordination (기획부처장), Seoul National University
학술활동
Social Relationships / Identity-relevant Consumer Behavior
- "How Relational Motivation Affects Behavioral Costs in Gift Purchases: The Mediating Role of Recipient Orientation," Journal of Consumer Studies (Korean), (2024), with Hyewon Park.
- "Does Political Orientation Affect the Evaluation of Artificial Intelligence?," Asia Marketing Journal, (2021), with Hyeju Han and Sujin Park.
- "What Are Friends For: Shifting the Focus of Social Relationships," Journal of Marketing Studies (Korean), (2020), with Heeyoung Yoon and Hyeju Han.
- "The Effect of Consumer Perception of Social Class Mobility on Self-ex_x_pression Motivation and Preference for Symbolic Products," Journal of Consumer Studies (Korean), (2017), with Hyeju Han.
- "It Has to Be ME (Not YOU): The Role of Competitive Message on the Self-Concept and Purchase Intention," Journal of Global Scholars of Marketing Science, (2014), with Heeyoung Yoon and Dae Ryun Chang.
- "Claiming the Validity of Negative Ingroup Stereotypes When Foreseeing a Challenge: A Self-Handicapping Account," Self & Identity, (2012), with Hakkyun Kim and Ying-yi Hong.
- "Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions," Journal of Consumer Research, (2011), with Hakkyun Kim and Kathleen D. Vohs.
- "Lay Theory of Race Affects and Moderates Asian Americans' Responses toward American Culture," Journal of Personality and Social Psychology, (2008), with Sun No, Ying-yi Hong, Hsin-Ya Liao, Dustin Wood, and Melody Chao.
Brand Perception / Communication & Digital Influence
- "The Effect of Corporate Innovation Openness Image and Ingroup Emphasis in CSR on Consumer Evaluation of Companies," Journal of Marketing Studies (Korean), (2022), with Hyeju Han, Sujin Park, and Hyewon Park.
- "The Effect of Information on Product Inspiration Source on Consumer Product Evaluation," Journal of Marketing Studies (Korean), (2019), with Seungeun Kim.
- "The Dark Side of Star Marketing: Celebrity Endorsement Contracts Can Lower Brand Equity," Asia Marketing Journal, (2018), with Hojun Chang.
- "A Study on Factors Affecting Preference for Shanzhai Brands in China: The Role of Consumer Social Class Perception," Journal of International Business Studies (Korean), (2015), with Wang Wei, Jinwoo Kim, and Hankun Lee.
- "A Study on Consumer Information Sharing Activities via Social Media," Journal of Consumer Studies (Korean), (2014), with Hyeju Han.
- "The Impact of Consumer Loneliness on Preference for Social Commerce Channels," Journal of Marketing Studies (Korean), (2013), with Hankun Lee, Hakkyun Kim, and Junyoung Lee.
- "Enhancing Consumer Product Evaluation through CSR: Focus on Construal Level Theory," Journal of Marketing Studies (Korean), (2013), with Moonsup Kim.
- "Can McDonald's Food Ever Be Seen as Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand," Journal of Marketing Research, (2009), with Sharon Shavitt.
- "The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Image Goals are Salient," Journal of Consumer Psychology, (2006), with Sharon Shavitt.
Risk Judgment / Financial Behavior
- "Feeling Stereotyped and its Effects on Investment Decisions," Seoul Journal of Business, (2018).
- "The Effect of Pre-Investment Decision Making on Risky Asset Preference among Financial Product Consumers," Journal of Marketing Studies (Korean), (2018), with Jinwoo Kim.
- "The Role of Private Pension System in Enhancing Perceived Control Over Life," Journal of Consumer Studies (Korean), (2017), with Jinmyung Kim and Jinwoo Kim.
- "Balancing out feelings of risk by playing it safe: The effect of social networking on subsequent risk judgment," Organizational Behavior and Human Decision Processes, (2015), with Hakkyun Kim and Kiwan Park.
