Jaehoon Lee | Faculty | Marketing | College of Business | SIU

Southern Illinois University



Jaehoon Lee

Assistant Professor of Marketing

Jae Lee

Rehn Hall, 223A
Office: 618| 453-7785
Dept: 618| 453-4341
Fax: 618| 453-7747

Jaehon Lee joined the Department of Marketing at Southern Illinois University in 2014. He teaches Consumer Behavior (MKTG 305) and Promotion Management (MKTG 363). Lee enjoys being part of the CoB. “Working with wonderful colleagues and inquisitive students is one of the many privileges that I most value at the College of Business. These people make our college a unique place not just to achieve academic goals as a professional, but also to grow together as a person” he said.

Lee’s research interests are motivational aspects of self-threats, antecedents and consequences of symbolic consumption, and cross- and sub-cultural differences. His research has appeared in Journal of Consumer Research and Human Communication Research.

Prior to joining, he was an assistant professor of marketing at the University of Houston–Clear Lake. He earned a Ph.D. in business administration with a concentration on marketing from the University of Texas at San Antonio, an MS in marketing from the University of Alabama, an MBA from Seoul National University, and a BA in business administration from Sogang University, Seoul, Korea.


  • motivational aspects of self-threats
  • antecedents and consequences of symbolic consumption
  • cross- and sub-cultural differences 


Journal Articles

Lee, Jaehoon and L. J. Shrum (2012), “Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation,” Journal of Consumer Research, 39(October), 530-544.

Shrum, L. J., Jaehoon Lee, James E. Burroughs, and Aric Rindfleisch (2011), “An Online Process Model of Second-Order Cultivation Effects: How Television Cultivates Materialism and Its Consequences for Life Satisfaction,” Human Communication Research, 37(1), 34-57.

Book Chapters

Lee, Jaehoon and L. J. Shrum (2013), “Self-Threats and Consumption,” in Identity and Consumption, eds. Russell Belk and Ayalla R. Ruvio, New York: Routledge, 216-224.

Shrum, L. J. and Jaehoon Lee (2012), “Television’s Persuasive Narratives: How Television Influences Values, Attitudes, and Beliefs,” in The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion, 2nd edition, ed. L .J. Shrum, New York: Taylor and Francis, 147-167.

Shrum, L. J. and Jaehoon Lee (2012), “Multiple Processes Underlying Cultivation Effects: How Cultivation Works Depends on the Types of Beliefs Being Cultivated,” in Living with Television Now: Advances in Cultivation Theory and Research, eds. Michael Morgan, James Shanahan, & Nancy Signorielli, New York: Peter Lang Publishers, 147-167.