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

Jaehoon (Jae) Lee is Assistant Professor of Marketing at Southern Illinois University. His research mainly focuses on consumer behavior in the contexts of social exclusion, social class, cultural orientations, and materialism. His research has appeared in Journal of Consumer Research, Journal of Consumer Psychology, and Human Communication Research, as well as in book chapters.

Lee currently teaches undergraduate level courses, Consumer Behavior and Promotion Management, and graduate level courses, Global Marketing (MBA) and Consumer Behavior Seminar (Ph.D.). He enjoys being part of CoB. “Working with inquisitive students and wonderful colleagues is one of the many privileges that I enjoy at the College of Business. These people make our college a unique place to grow together” he said.

Lee earned a Ph.D. in Marketing with a focus on Consumer Behavior from the University of Texas at San Antonio, an MS from the University of Alabama, an MBA from Seoul National University, and a BA in Business Administration from Sogang University, Seoul, Korea.


  • Self-threat effects on conspicuous consumption and prosocial behavior
  • Cultural differences in consumer responses to self-threats
  • Social class differences in choices, cognition, and affect
  • Antecedents and consequences of materialism and status pursuit


Lee, Jaehoon (2018), “Can a Rude Waiter Make Your Food Less Tasty? Social Class Differences in Thinking Style and Carryover in Consumer Judgments,” Journal of Consumer Psychology

Lee, Jaehoon, L. J. Shrum, and Youjae Yi (2017), “The Role of Cultural Communication Norms in Social Exclusion Effects,” Journal of Consumer Psychology, 27(1), 108-116.

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.

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. 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.

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.