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


Ph.D. University of Pennsylvania, Wharton School, Marketing.
M.A. University of Michigan, College of Literature, Science and the Arts, Statistics.
B.A. Seoul National University, College of Social Sciences, Economics.


Associate Professor of Marketing, Yonsei University, Yonsei School of Business.
Assistant Professor of Marketing, Yonsei University, Yonsei School of Business.


Marketing trends & insights.
Marketing analytics & quantitative methods.
Digital marketing.


Quantitative modeling.
Social networks and contagion.
Digital music consumption.
Online gaming behavior.
Bayesian methods.
Structural modeling.


กแ Publications in International Peer Reviewed Journals

Lee, Jae Young, Kang Jun Choi and So Yean Kwack (2023), "Effects of Online Shopping Channel and Price Discount on Near-Expiry Food Sales", International Journal of Market Research, 65(6) 726–744.

Pyo, Tae-Hyung, Chanchal Tamrakar, Jae Young Lee and Yun Seob Choi (2023) "Is Social Capital Always “Capital”?: Measuring and Leveraging Social Capital in Online User Communities for In-Group Diffusion", Journal of Business Research, 158, 113690.

Pyo, Tae Hyung, Jae Young Lee and Hee Mok Park (2022). “The Effects of Consumer Preference and Peer Influence on Trial of an Experience Good”, Journal of Marketing Research, 59(6) 1161-1178.

Choi, Kang Jun, 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.

Hyeong, Ji Hyeon., 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.

Balsam, Steven, 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, 45 220-224.

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 John D. C. Little Award.

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

Choi, Yun Seob, Seung Bum Soh and Jae Young Lee (2023) "The Effect of Implicit Theory on Consumer Responses to Recommendation Contents", Journal of the Korea Contents Association, 23(12) 700-713.

Lee, Song Ha, Jae Young Lee and Bo Kyung Kim (2023) "The Effect of Visual Presentation in Advertising on Ethical Consumption: Focusing on the Construal Level Theory", Journal of the Korea Contents Association, 23(11) 517-527.

Song Ha Lee, Young Hye Sohn, Jae Young Lee and Sumi Jung (2023) "The Effect of Echo and Message Type on Product Attitude : Focusing on the Construal Level Theory", Journal of the Korea Contents Association, 23(8) 167-178.

Choi, Yun Seob, Hwang, Ji Hyeon and Jae Young Lee (2023) "Effects of Anthropomorphism on Used Product Evaluation: Moderated Mediating Roles of Seller Reputation and Product Feature Importance", Journal of Marketing Studies, 31(2), 35-53.

Hwang, Ji Hyeon, Tae Hyung Pyo and Jae Young Lee (2022) "A Study on P2P Investment Decision Making: Focusing on Investment Intention and Interest Rate", Journal of CEO and Management Studies, 25(4), 321-340.

Park, Joo Young and Jae Young Lee (2022) "The Impact of Network Hub on New Product Diffusion in Online Community: Focusing on the Moderating Effect of Preference Skewness", Journal of CEO and Management Studies, 25(4), 215-237.

Kim, Soo Yeon, Yun Seob Choi, and Jae Young Lee (2022) "The Effect of Goal Achievement Rate on Additional Contributions in Reward-based Crowdfunding: The Moderating Role of Ethical Consumption", Journal of Consumer Studies, 33(4), 51-67.

Choi, Kang Jun, Poya Chang, and Jae Young Lee (2022) " Contrasting Effect of Spoiler on Content Purchase: COVID19 Pandemic Example", Korean Journal of Marketing, 37(2), 1-19.

Choi, Kang Jun, 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.

Choi, Yun Seob, 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.

Choi, Kang Jun, 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.

Hwang, Ji Hyeon, 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.

Choi, Kang Jun, 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.

Hwang, Ji Hyeon, 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.

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

Hwang, Ji Hyeon, 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.

Kim, Min Sung, 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.

Chen, Lian, 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.

Choi, Kang Jun, 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.

Yoo, Jaewon, 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", Korean Journal of Marketing, 33(1), 1-21.

Yi, Liuhan, 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.

Li, Zhang, 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.

Ko, Sujin, 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.

Lee, Jae Young 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.


Director, Korean Marketing Association (2015-)
Director, Korean Scholars of Marketing Science (2023-)
Young Researchers in Humanities and Social Science Funded by the National Research Foundation of Korea (2016, 2017, 2018, 2019, 2021, 2022, 2023)


Finalist for John D.C. Little Award, INFORMS (2015)
Excellence in Teaching Award, Yonsei School of Business (2014, 2017, 2018, 2022)
Excellence in Teaching Award, Yonsei University (2017, 2022)


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