Hyunjung Crystal Lee

Dr. Lee focuses on researching the psychology of stakeholders in the business world (e.g., consumers, entrepreneurs, investors) throughout social changes, including technological innovations. She conducts interdisciplinary research in the areas of business and psychology to discover the specific psychological processes underlying decisions and behaviors. She uses a variety of rigorous research methods, such as empirical laboratory research, longitudinal experiments, field studies, and behavioral research. By investigating relevant phenomena and discovering new innovative insights, she aspires to advance the theoretical understanding of cooperative community dynamics and provide practical ways for marketers in for-profit, non-profit, and governmental organizations to develop products, services, and programs that improve social well-being.

Crystal has received numerous awards and competitive research grants. She is the recipient of the 2022 Experienced Research Talent Award, as well as the 2018 Young Researcher Award from the government of Madrid and a member of the research team for the grants from the Ramón Areces Foundation, the Ministry of Science and Innovation, and the National Cybersecurity Institute of Spain. In addition, she was the principal investigator of competitive research projects awarded by the Greater Good Science Center at the University of California-Berkeley and the Kenneth M. Jastrow Fellowship at the University of Texas at Austin, USA. Her work has appeared on CNN, The 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 MBA, research master's, and undergraduate students. She received a Teaching Excellence Award at the Carlos III University 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 Theses at the Carlos III University of Madrid, Master of Science in Marketing program. During this process, Dr. Lee has been advising students on their future careers and guiding them to shape their thesis in ways that would be most beneficial to 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 social well-being. She actively shares her research findings with academics, professionals, and other interested organizations and individuals at international conferences, workshops, and seminars. Her key passion is to use her talent and research skills to improve the business, financial, and psychological well-being of communities.

Lee, Hyunjung Crystal, Eline L.E. De Vries, and Rahil Hosseini (in press 2025), "Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy," International Journal of Research in Marketing.

Lee, Hyunjung Crystal, Susan Broniarczyk, and Frank Zheng (2024), "Mapping collective consciousness to consumer research: In-person to virtual social presence," Journal of Consumer Psychology, 34 (4), 694-704.

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 friendship make people feel invulnerable to COVID-19,” Journal of Experimental Psychology: Applied, 28(4), 794-815.

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, 56(3), 1284-1311. (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)

Lee, Hyunjung Crystal (2017), "Help seeking consumers: Conceptual framework and empirical investigation," Texas ScholarWorks, The University of Texas at Austin.

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"