HYUNJUNG CRYSTAL LEE
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email:
hyunjung.lee@uc3m.es
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address / office:
C/Madrid, 126 - 28903 Getafe (Madrid) / 6.0.45
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phone / fax:
(+34) 91-6249572 /
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BUSINESS UC3M
@UC3M_BUSINESS

HYUNJUNG CRYSTAL LEE

Assistant Professor of Marketing

Education

The University of Texas at Austin, Ph.D. in Marketing

Seoul National University, M.A. in Social Psychology

The University of North Carolina at Chapel Hill, B.A. in Psychology and minor in Biology

Selected publications

Lee, Hyunjung Crystal, Susan Broniarczyk, and Frank Zheng (in press 2024) "Mapping collective consciousness to consumer research: In-person to virtual social presence," Journal of Consumer Psychology.


De Vries, Eline L.E. and Hyunjung Crystal Lee (2022), “Friend-Shield Protection from the Crowd: How Close Friendships Make Us Seem Invulnerable to Covid-19,” Journal of Experimental Psychology: Applied

https://edition.cnn.com/2022/04/07/health/friends-infect-friends-covid-wellness/index.html

https://www.theguardian.com/world/2022/apr/07/people-have-false-sense-of-security-about-covid-risks-among-friends-study

https://www.apa.org/news/press/releases/2022/04/believe-friends-protect-covid-19

https://www.iheartradio.ca/cjad/audio/what-is-the-friend-shield-effect-and-how-does-it-subtly-change-your-behaviour-1.17570274?mode=Article

Lee, Hyunjung Crystal, Sunaina Chugani, and Jaeeun Namkoong (2022), “The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects,” Journal of Business Research, 139, 993-1003. 


Dr. Lee focuses on investigating the dynamics of consumers, entrepreneurs, and investors throughout the societal changes including the technological innovations. She conducts interdisciplinary research in the areas of business and psychology to uncover the specific psychological processes that underlie decisions and behaviors. She utilizes a variety of rigorous research methods, such as empirical laboratory research, longitudinal experiments, field studies, and behavioral research. By investigating the relevant phenomena and uncovering innovative new knowledge, she aspires to advance theoretical understanding of the cooperative communal dynamics and provide practical ways for marketers in profit, non-profit, and governmental organizations to develop products, services, and programs that enhance social well-being. 

Crystal has been receiving numerous competitive research awards and grants. She is the recipient of the Experienced Research Talent Award from the Madrid regional government in Spain and a research team member of the grants from Ramon Areces Foundation as well as the Ministry of Science and Innovation. In addition, she was the Principal Investigator of competitive research projects granted by the Greater Good Science Center at the University of California-Berkeley and Kenneth M. Jastrow Fellowship at the University of Texas at Austin, USA. Her work has appeared on CNN, Guardian, and numerous other media outlets around the world.

At UC3M, Crystal has been teaching Marketing Management, Consumer Behavior, and Market Analysis and Experimental Research for Master's and undergraduate students. She received an Excellence in Teaching Award at University Carlos III of Madrid in 2021 and was nominated for a teaching award at the University of Texas at Austin in 2015. Dr. Lee has also supervised numerous Master’s Thesis at University Carlos III of Madrid, Master of Science in Marketing program. During this process, Dr. Lee has been mentoring students in their future careers and guiding them to shape their thesis in ways that would be the most beneficial for their career paths. 

Dr. Lee’s research findings have direct contributions to society due to her keen interest in discovering critical factors that facilitate the creation and maintenance of sustainable and cooperative communities that enhance individual and societal well-being. She actively shares her research findings with academics, practitioners, and other interested organizations and individuals during international conferences, workshops, and seminars. Her key passion involves using her talent and research skills to enhance the entrepreneurial, financial, and psychological well-being of communities. 

Lee, Hyunjung Crystal, Susan Broniarczyk, and Frank Zheng (in press 2024) "Mapping collective consciousness to consumer research: In-person to virtual social presence," Journal of Consumer Psychology.

Lee, Kyuhyun and Hyunjung Crystal Lee (2023), "The Role of Moral Emotions in Innovation Research," Christian Cultural Studies. (article written in Korean)

De Vries, Eline L.E. and Hyunjung Crystal Lee (2022), “Friend-Shield Protection from the Crowd: How Close Friendships Make Us Seem Invulnerable to Covid-19,” Journal of Experimental Psychology: Applied

https://edition.cnn.com/2022/04/07/health/friends-infect-friends-covid-wellness/index.html

https://www.theguardian.com/world/2022/apr/07/people-have-false-sense-of-security-about-covid-risks-among-friends-study

https://www.apa.org/news/press/releases/2022/04/believe-friends-protect-covid-19

https://www.iheartradio.ca/cjad/audio/what-is-the-friend-shield-effect-and-how-does-it-subtly-change-your-behaviour-1.17570274?mode=Article

Lee, Hyunjung Crystal, Sunaina Chugani, and Jaeeun Namkoong (2022), “The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects,” Journal of Business Research, 139, 993-1003. 

Bayuk, Julia, Hyunjung Crystal Lee, Jooyoung Park, Serkan Saka, Debabrata Talukdar, and Jayati Sinha (2022). "Mindfully Aware and Open: Mitigating Subjective and Objective Financial Vulnerability via Mindfulness Practices,” Journal of Consumer Affairs. (Special Issue on Transformative Consumer Research)

Lee, Hyunjung Crystal and Eline de Vries (2021), “For or Against the Strikes: Respecting consumers' needs and gaining their hearts,” Advances in Consumer Research, 49.

Lee, Kyuhyun, Kwangsun Yu, and Hyunjung Crystal Lee (2017), "Cooperative Resurgence: The Effect of Government and Private Institution's Cooperative Program on Small Traders and Enterpriser's Resurgence and Policy Implications for Customer Satisfaction," Academy of Customer Satisfaction Management, 19 (4), 2017, 107-127. (article written in Korean)

Nelson, S. Katherine, Matthew D. Della Porta, Katherine Jacobs Bao, Hyunjung Crystal Lee, Incheol Choi, and Sonja Lyubomirsky (2015), “'It’s Up to You’: Experimentally Manipulated Autonomy Support for Prosocial Behavior Improves Well-Being in Two Cultures Over Six Weeks,” Journal of Positive Psychology, 10 (5), 463-476.

Lee, Hyunjung Crystal, and Andrew D. Gershoff (2014), “Thanks For What I’ve Got and Thanks For What I’ve Not: the Effects of Two Types of Gratitude on Prosocial Spending For Close and Distant Others,” Advances in Consumer Research, 42, 795-795. 

Layous, Kristin, Hyunjung Crystal Lee, Incheol Choi, and Sonja Lyubomirsky (2013), “Culture Matters When Designing a Successful Happiness-Increasing Activity: A Comparison of the United States and South Korea,” Journal of Cross-Cultural Psychology, 44 (8), 1294-1303.

Lee, Hyunjung Crystal, and Eline de Vries. "Protests for Business Innovations: Respecting Consumers' Needs and Gaining Their Hearts."

Esteban Bravo, Mercedes, Hyunjung Crystal Lee, and Jose Vidal Sanz. "Mindsets of Backers on Crowdfunding Platforms."

Lee, Hyunjung Crystal, and Andrew D. Gershoff. "Thanks for What I've Got and Thanks for What I've Not: What We are Grateful for Motivates Distinct Prosocial Consumptions."

Lee, Hyunjung Crystal, and Andrew D. Gershoff. "To Ask or Not to Ask: Overcoming Consumers' Reluctance to Seek Help"