Yonsei School of Business

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  • Lee, Jae Young
    Associate Professor
  • Division   Marketing
    Ph.D. University of Pennsylvania
  • Lab   Business Hall #516
  • Contact   02-2123-2531
  • Email   jaelee@yonsei.ac.kr


PhD, University of Pennsylvania, The Wharton School, Marketing.
MA, University of Michigan, Statistics.
BA, Seoul National University, Economics.


Associate Professor, Yonsei University.
Assistant Professor, Yonsei University.


Marketing Trends & Insights.
Marketing Analytics & Quantitative Marketing.
Digital Marketing.


Quantitative Modeling,
Social Networks and Contagion,
Digital Music Consumption,
Online Game Behavior,
Bayesian Methods,
Structural Modeling.


กแ Publications in International Peer Reviewed Journals

Kang Jun Choi, He Michael Jia, Jae Young Lee, B. Kyu Kim, and Keunwoo Kim (2022). "Hedonic Myopia: Emphasizing Hedonic Benefits of Non-Perishable Food Makes Consumers Insensitive to Expiration Dates in Food Purchase", Journal of Business Research, 138, 193-202.

Ji Hyeon Hyeong, Kang Jun Choi, Jae Young Lee and Tae Hyung Pyo (2020). "For Whom Does a Game Update? Players' Status-Contingent Gameplay on Online Games before and after an Update", Decision Support Systems, 139, 113423.

Steve Balsam, So Yean Kwack, and Jae Young Lee (2017) "Network Connections, CEO Compensation and Involuntary Turnover: The Impact of a Friend of a Friend", Journal of Corporate Finance, 45, 220-244.

 Iyengar, Raghuram, Christophe Van den Bulte and Jae Young Lee (2015) “Social Contagion in New Product Trial and Repeat”, Marketing Science, 34(3), 408-429. Finalist for the John D. C. Little Award (INFORMS).

Lee, Jae Young and David Bell (2013) “Neighborhood Social Capital and Social Learning for Experience Attributes of Products”, Marketing Science, 32(6), 960-976.


กแ Publications in Korean Peer Reviewed Journals

Kang Jun Choi, Xueying Zhu, and Jae Young Lee (2022) "The Spatial Direction of Products and Effective Management of Message on Advertisement", Korean Journal of Marketing, 37(1), 87-106.

Yun Seob Choi, Junhyeok Lee, and Jae Young Lee (2022) "The Long-Term Impact of Price Promotion on the Game Market: Focusing on Tobit-Augmented Panel VAR Model", Korean Journal of Marketing, 37(1), 41-63.

Kang Jun Choi, Ji Hyeon Hwang, and Jae Young Lee (2021). "Different Effects of Price Discounts on Game Purchase: Comparison between Single and Multi-Games", Journal of the Korea Contents Association, 21(6), 561-571.

Ji Hyeon Hwang, Kang Jun Choi, and Jae Young Lee (2021). "Marketing Strategies for P2P Lending Project Success: Focusing on Setting the Maximum Interest Rate Based on Creditworthiness", Korean Journal of Marketing, 36(2), 107-125.

Kang Jun Choi, Soon Pyeong Kim, Jae Young Lee, and Tae Hyung Pyo (2020) "Seeding Strategies for Viral Marketing Using Network Hub: The Moderating Effect of Network Density", Journal of Consumer Studies, 31(5), 231-247.

Ji Hyeon Hwang, Ranwei Li, and Jae Young Lee (2020) "The Effect of Spatial Direction of Products on Product Evaluation depending on Product Autonomy", Journal of Consumer Studies, 31(5), 145-162.

Ji Hyeon Hwang, Han Yuan, and Jae Young Lee (2020) "The Product Mix and SNS Communication Strategies of Online Multi-brand Shop Based on Acquisition and Retention", Korea Marketing Review, 35(2), 21-38.

Ji Hyeon Hwang, Kang Jun Choi, Jae Young Lee, and Seung Bum Soh (2019) "Goal Gradient Effect in Reward-based Crowdfunding; Difference in Project Category", Knowledge Management Research, 30(3), 173-193.

Min Sung Kim, Kang Jun Choi, Jae Young Lee, and Keunwoo Kim (2019) "The Moderating Role of Country of Origin on the Sensitivity to Expiration Date in the Sales of Online Time Commerce", Journal of Consumer Studies, 30(2), 1-19.

Lian Chen, Kang Jun Choi, and Jae Young Lee (2019) "The Effect of Rating Dispersion on Purchase of Expereince Goods based on the Korean Movie Box Office Data", Asia Marketing Journal 21(1), 1-21.

Kang Jun Choi, Lanhua Li, and Jae Young Lee (2019) "The Impact of Purchase Decision Hesitation Information on Consumers' Purchase Decision: The Moderating Role of Product Type", Journal of Channel and Retailing, 24(1), 25-49.

Jaewon Yoo, Ji Hyeon Hyeong, and Jae Young Lee (2018) "What to Download and What to Stream? : Investigating Music Characteristics Driving Preferences in Digital Music Consumption Modes", Korea Marketing Review, 33(1), 1-21.

Liuhan Yi, Sujin Ko, and Jae Young Lee (2018) "The Impact of Interstitial Position of In-program Advertising based on the Engagement to the Media Contents on Consumer Behavior: Focusing on the Irritatioin", Journal of the Korea Contents Association, 18(1), 185-195.

Zhang Li, Kang Jun Choi, and Jae Young Lee (2017) "How the Volume and the Valence of Online Word-of-Mouth Affects Movie Boxoffice Sales?", Knowledge Management Research, 18(2), 65-83.

Sujin Ko and Jae Young Lee (2016) "The Impact of SNS Network Characteristics on Consumers’ Emotional and Behavioral Reaction", Journal of Consumption Culture, 19(4), 135-155.

Jae Young Lee and Hye Min Ko (2015) "The Role of Online Social Recommendation and Similarity of Preferences: In Two Stage Purchase Decision Making Process", Knowledge Management Research, 16(3), 149-169.


Finalist, The John D. C. Little award, INFORMS Society for Marketing Science (2015)
Excellence in Teaching Award, Yonsei School of Business (2014, 2017, 2018)
Excellence in Teaching Award, Yonsei University (2017)


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