September 2022

HYOJIN LEE
San Jose State University, One Washington Square, San Jose, CA 95192-0069
Google Scholar: https://scholar.google.com/citations?user=PJDSakAAAAAJ&hl=en
Website: www.hyojinlee.com
E-mail: hyojin.lee@sjsu.edu

ACADEMIC POSITION

Associate Professor of Marketing and Business Analytics, San Jose State University 2022 – Present
Assistant Professor of Marketing and Business Analytics, San Jose State University 2016 – 2022

EDUCATION

Ph.D., Marketing, The Ohio State University 2016

M.S., Marketing, Seoul National University 2011
B.S., Business Administration (Cum Laude), Seoul National University 2006

RESEARCH INTERESTS

Sensory Marketing, New Technologies in Marketing

Visual Perception, Psychological Distance, Cognition and Judgment

PUBLICATIONS (** denotes equal contribution)

Paul E. Stillman**, Lee, Hyojin**, Xioayan Deng, H. Rao Unnava, and Kentaro Fujita (2020), “Examining
Consumers’ Sensory Experiences with Color: A Consumer Neuroscience Approach,” Psychology and
Marketing, 30 (4), 341-56. (** denotes first authors)

Deng, Xiaoyan, Rao Unnava, and Hyojin Lee (2019), “Too True To Be Good? When Virtual Reality Decreases
Interest in Actual Reality,” Journal of Business Research, 100 (July), 561-70.

Stillman, Paul E., Hyojin Lee, Xioayan Deng, H. Rao Unnava, William A. Cunningham, and Kentaro Fujita
(2017), “Neurological Evidence for the Role of Construal Level in Future-Directed Thought,” Social
Cognitive and Affective Neuroscience, 12 (6, June), 934-47.

Lee, Hyojin, Kentaro Fujita, Xiaoyan Deng, and H. Rao Unnava (2017), “The Role of Temporal Distance on
the Color of Future-Directed Imagery: A Construal-Level Perspective,” Journal of Consumer Research, 43
(5, February), 707-25.

Deng, Xiaoyan, Barbara E. Kahn, Rao Unnava, and Hyojin Lee (2016), “A ‘Wide’ Variety: Effects of
Horizontal versus Vertical Display on Assortment Processing, Perceived Variety, and Choice,” Journal of
Marketing Research, 53 (5, October), 682-98.
Lee, Hyojin, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2014), “Monochrome Forests and Colorful
Trees: The Effect of Black-and-White versus Color Imagery on Construal Level,” Journal of Consumer
Research, 41 (4, December), 1015-32.
- Selected Media Coverage: Chicago Tribune, Science Daily, Deccan Chronicle, Psys.Org, etc.
- Winner of Edward F. Hayes Graduate Research Symposium, The Ohio State University, 2014

Yi, Youjae, Taeshik Gong, and Hyojin Lee (2013), “The Impact of Other Customers on Customer Citizenship
Behavior,” Psychology and Marketing, 30 (4, April), 341-56.

PRESENTATIONS (* denotes presenters, + indicates extended abstracts available in conference proceedings)

Aekyung Kim, Saerom Lee, and Hyojin Lee* (2021), “The Effect of Interface Touch on Prosocial Behavior,”
working paper presented at Society for Consumer Psychology (Online)

Paul E. Stillman, Lee, Hyojin*, Xioayan Deng, H. Rao Unnava, and Kentaro Fujita (2018), “Neurological
Evidence for an Interrelation between Imagery, Psychological Distance, and Construal,” working paper
presented at Society for Consumer Psychology, Dallas, TX

Deng, Xiaoyan, Xiaojing Yang, Lei Jia,* and Hyojin Lee (2018), “The Effects of Lyrical Music versus
Instrumental Music on Consumer Choice,” competitive paper presented at Society for Consumer
Psychology, Dallas, TX

Paul E. Stillman, Lee, Hyojin*, Xioayan Deng, H. Rao Unnava, and Kentaro Fujita (2017), “Neurological
Evidence for an Interrelation between Imagery, Psychological Distance, and Construal,” working paper
presented at Association for Consumer Research, San Diego, CA

+Deng, Xiaoyan, Xiaojing Yang, Lei Jia,* and Hyojin Lee (2016), “The Effect of Lyrical Music versus
Instrumental Music on Construal Level,” competitive paper presented at Association for Consumer
Research, Berlin, Germany

Lee, Hyojin* (2015), “The Interrelation between Color, Construal, and Temporal Distance in Consumer
Behavior,” dissertation works presented at The Group for Attitudes and Persuasion (GAP), Department of
Psychology, The Ohio State University, Columbus, OH

Summers, Christoper A.* and Hyojin Lee* (2015), “More for Me within P2P: The Impact of a Sharing
Mindset on Consumption Estimates,” working paper presented at the Society for Consumer Psychology,
Phoenix, AZ

+Lee, Hyojin*, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava (2014), “Colorful or Black-and-White? The
Role of Temporal Distance on How You See the Future,” competitive paper presented at Association for
Consumer Research, Baltimore, MD

Lee, Hyojin*, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava (2014), “Colorful or Black-and-White? The
Role of Temporal Distance on How You See the Future,” competitive paper presented at Society for
Consumer Psychology, Miami, FL
Lee, Hyojin*, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2014), “Monochrome Forests and Colorful
Trees: The Effect of Black-and-White versus Color Imagery on Construal Level,” competitive paper
presented at Edward F. Hayes Graduate Research, The Ohio State University, Columbus, OH

+Lee, Hyojin*, Xiaoyan Deng, and H. Rao Unnava (2013), “The Effects of Color vs. Black-and-White on
Information Processing,” competitive paper presented at Association for Consumer Research, Chicago, IL

Deng, Xiaoyan, Barbara E. Kahn, H. Rao Unnava*, and Hyojin Lee (2013), “A ‘Wide’ Variety: The Effects of
Horizontal versus Vertical Product Display,” competitive paper presented at Society for Consumer
Psychology Summer Conference, Honolulu, HI

Deng, Xiaoyan, Barbara E. Kahn*, H. Rao Unnava, and Hyojin Lee (2013), “A ‘Wide’ Variety: The Effects of
Horizontal versus Vertical Product Display,” competitive paper presented at Society for Consumer
Psychology, San Antonio, TX

Lee, Hyojin*, Xiaoyan Deng, and H. Rao Unnava (2013), “The Effect of Color vs. Black-and-White on
Information Processing,” paper presented at Haring Symposium, Indiana University, Bloomington, IN

Lee, Hyojin*, Xiaoyan Deng, and Rao Unnava (2012), “Monotonous Forest and Colorful Trees,” working
paper presented at Association for Consumer Research, Vancouver, BC, Canada

Yi, Youjae, Taeshik Gong*, and Hyojin Lee* (2010), “Scratch My Back and I Will Scratch Yours: The Impact of
Other Customers on Customer Citizenship Behavior,” paper presented at 19th Annual Frontiers in Service
Conference, Kalstad, Sweden

TEACHING EXPERIENCES

Instructor, Lucas College of Business, San Jose State University

- Consumer Behavior (BUS2 134A), Undergraduate course, Spring 2020~
- Integrated Marketing Communication (BUS 134B), Undergraduate course, Spring 2021~
- Social Media Marketing (BUS2 134C), Undergraduate course, Fall 2016~
- Consumer and Market Behavior (BUS 231), MAB course, Spring 2020~
- Social Media Marketing (BUS2 234A), MBA course, Fall 2020~

Instructor, Fisher College of Business, The Ohio State University

- Consumer Behavior (BUSML 4201), Undergraduate course, Summer 2014, Spring 2016
Overall Rating Average: 4.9/5.0 (Department Average 4.3/5.0)

Teaching Assistant, College of Business Administration, Seoul National University, South Korea
- Service Marketing (Instructor: Youjae Yi), Graduate course, Spring 2009
- Advertising Management (Instructor: Youjae Yi), Undergraduate course, Fall 2008

INDUSTRY EXPERIENCES

Marketer, Samsung Electronics, South Korea

- Telecommunication & Networks, 2006 – 2008
PROFESSIONAL SERVICE

Ad hoc Journal Reviews

- Journal of Consumer Research
- Journal of Advertising
- Personality and Social Psychology Bulletin
- Journal of Experimental Social Psychology
- Journal of Applied Social Psychology
- Psychology and Marketing
- Journal of Business Research
- Journal of Customer Behaviour
- Color Research and Application

Conference Reviews
- Association for Consumer Research (ACR) Conference
- Society for Consumer Psychology (SCP) Conference

Services
- College Research & Development Committee, San Jose State University, AY 2017- 2022
- Departmental Coordination Committee, San Jose State University, AY 2017- 2019
- MKTBA Staff Recruitment Committee, San Jose State University, Spring 2021
- Campus Planning Board, San Jose State University, AY 2020-2021
- Committee on Committee, AY 2021-2022

HONORS AND AWARDS

- Faculty Research Recognition, Lucas College of Business, San Jose State University, 2021
- Mater Teacher Award, Lucas College of Business, San Jose State University, 2018, 2019
- Central RSCA Proposal Award ($5,000), San Jose State University, 2019, 2020
- Sybil Weir/John Galm Research Award ($2,500), San Jose State University, 2017
- Professional Development Grant ($1,000), San Jose State University, 2016
- AMA Sheth Foundation Doctoral Consortium Fellow, Northwestern University, 2014
- 1st Place Winner, Edward F. Hayes Graduate Research Symposium, The Ohio State University, 2014
- Bartels Marketing Ph.D. Fellowship ($3,835), 2014
- Robert Mittelstaedt Doctoral Symposium Fellow, University of Nebraska, 2014
- Haring Symposium Fellow, Indiana University, 2013
- Research/Teaching Graduate Fellowship, Seoul National University, 2008-2009
- Cum Laude Graduate, Seoul National University, 2006
- Selected Exchange Student, University of St. Gallen, Switzerland, 2005

PROFESSIONAL AFFLIATIONS

- Association for Consumer Research

- Society for Consumer Psychology