address / office:
C/Madrid, 126 - 28903 Getafe (Madrid) / 6.0.45
phone / fax:
(+34) 91-6249572 /



Assistant Professor of Marketing


University of Texas at Austin, PhD in Marketing

Seoul National University, MA in Social Psychology

University of North Carolina at Chapel Hill, BA in Psychology and minor in Biology

Selected publications

Lee, K.H., Yu, K.S. & Lee, H. J.: "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 vol. 19 (4), 2017, 107-127.

Lee, H.Y., Chugani, S.K. & Namkoong, J.: "Appreciating What You Got: The Effect of a Regular Gratitude Practice on Perceived Resource Availability and Materialism", in Mazar & Zauberman (eds.) Society for Consumer Psychology (Nina Mazar and Gal Zauberman Eds.), 2016, 83-84.

Bao, K.J., Della Porta, M., Nelson, K., Lee, H.J., Choi, I., Lyubomirsky, S.: "'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 vol. 10 (5), 2015, 463-476.

Layous, K., Lee, H.Y., Choi, I. & Lyubomirsky, S.: "Culture Matters When Designing a Successful Happiness-Increasing Activity: A Comparison of the United States and South Korea", Journal of Cross-Cultural Psychology vol. 44 (8), 2013, 1294-1303.

Lee, H.Y. & Gershoff, A.D.: "The Effect of Being Grateful, and What We are Grateful For, on Evaluations of Products", in Meyvis & Ragunathan (eds.) Society for Consumer Psychology, 2013, 131-132.

Crystal (Hyun Jung) is an assistant professor in marketing at UC3M. 

Her research focuses on the antecedents and consequences of consumers' and microbusiness entrepreneurs' decisions to seek, receive, and provide help during their interactions with individuals and organizations. Especially, she examines how specific social emotions (e.g. gratitude), cultural contexts, interpersonal perceptions, and community-mindsets influence these marketing decision dynamics. Ultimately, these investigations uncover factors that determine microbusiness success and resurgence. She contributes to the work on social entrepreneurship, prosocial marketing, customer support, and international marketing. By investigating the relevant phenomena and uncovering innovative new knowledge, she aspires to advance theoretical understanding of the help-dynamics and provide practical ways for marketers in profit, non-profit, and governmental organizations to develop products and services that enhance consumer, entrepreneur, and societal well-being.

Crystal encourages interdisciplinary research in this area to establish substantive implications. She also utilizes a variety of research methods, such as experimental laboratory research, longitudinal studies, and behavioral data.

At UC3M, Crystal teaches Consumer Behavior (an undergraduate course at Getafe campus) and Marketing Analytics and Experimental Research (a Master's of Marketing course at Puerta de Toledo campus).

Hyun Jung Lee, Andrew D. Gershoff. An Integrative Framework for Consumer Help-Seeking Process.

Hyun Jung Lee, Andrew D. Gershoff. To Ask or Not to Ask: Reluctance to Seek Help in Online Product Forums.

Sunaina K. Chugani, Hyun Jung Lee, Jaeeun Namkoong. Feeling Grateful and Feeling Rich: The Mechanism Behind How Gratitude Reduces Materialistic Values.

Hyun Jung Lee. 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.