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



Assistant Professor of Marketing


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, Hyun Jung, 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. 

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





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

Lee, Hyun Jung 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 Hyun Jung 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.

Nelson, S. Katherine, Matthew D. Della Porta, Katherine Jacobs Bao, Hyun Jung 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, Hyun Jung, 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, Hyun Jung 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.

Scientific contributions

Dr. Lee focuses on investigating the emotional, cognitive, interpersonal, and cultural dynamics of consumers, entrepreneurs, and investors. She conducts interdisciplinary research in the areas of business and psychology to uncover the specific psychological processes that underlie decisions and behaviors. Lee has published 7 peer-reviewed journal articles and 4 scientific research reports, several of them being quartile 1 journals in the field. 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 recipient of Atracción del Talento Investigador Jóvenes doctores, Comunidad de Madrid, España. She is also currently the Principal Investigator of the Proyecto Interdisciplinares, CAM, and a research team member of Fundación Ramón Areces grant as well as Ministerio de Ciencia, Innovacion y Universidades. In addition, she was Principal Investigator of competitive research projects granted by Greater Good Science Center at the University of California-Berkeley and Kenneth M. Jastrow Fellowship, the University of Texas at Austin, USA. Her work has appeared in CNN, Guardian, and numerous other media outlets around the world.

Contributions to the training of young researchers

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). She has been nominated for teaching award at Universidad Carlos III de Madrid in 2021 as well as at the University of Texas at Austin in 2015. Dr. Lee has also supervised numerous Master’s Thesis at Universidad Carlos III de 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 path. 

Contributions to society

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. Importantly, her key passion involves using her talent and research skills to enhance the financial and psychological well-being of underprivileged and marginalized individuals. Thus, she organizes workshops for low-income households to help them develop practical skills such as financial decision-making, microbusiness entrepreneurship, and career planning. 

Lee, Hyunjung Crystal, and Andrew D. Gershoff. "An Integrative Framework for Consumer Help-Seeking Process."

Lee, Hyunjung Crystal, and Eline de Vries. "For or Against the Strikes: Respecting consumers' needs and gaining their hearts."

Esteban Bravo, Mercedes, Hyunjung Crystal Lee, and Jose Vidal Sanz. "Mindswitching Consumers 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"