Faculty and ResearchExpert Guide

Jae Hoon Lee

Jae Hoon Lee

BMI Marketing Professorship

Doctoral Director of Marketing & Logistics

Assistant Professor
Department of Marketing & Logistics

College of Business
Florida International University

Modesto A. Maidique Campus
11200 S.W. 8th St, RB 347A
Miami, FL 33199

(305) 348-3314


  • Ph.D. in Business Administration
    The University of Texas at San Antonio, San Antonio, Texas

Areas of Expertise

  • Consumer Psychology and Behavior

Professional Activities

Dr. Lee’s research mainly focuses on consumer psychology and behavior in the context of interpersonal relationships (e.g., social class, inequality, relationship norms) and self-threats (e.g., social exclusion, service failures, infectious disease threats). His research has appeared in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Research, Psychology and Marketing, and International Journal of Consumer Studies among others. He serves as an editorial board member for the International Journal of Consumer Studies and a reviewer for leading academic journals and conferences. He teaches consumer behavior at the undergraduate, master’s, and doctoral levels.

Courses Taught

  • Buyer Psychology and Behavior
  • Consumer Behavior
  • Ph.D. Dissertation
  • Seminar in Consumer Behavior

Refereed Journal Articles

Jhang, J., Lee, D. C., Park, J., Lee, J., & Kim, J.


The Impact of childhood environments on the sunk-cost fallacy.

Psychology & Marketing

, 40(3)


View Article

Kim, J., Park, J., Lee, J., Kim, S., Gonzalez-Jimenez, H., Lee, J., Choi, Y., Lee, J. C., Jang, S., Franklin, D., Spence, M. T., & Marshall, R.


COVID-19 and Extremeness Aversion: The Role of Safety Seeking in Travel Decision Making.

Journal of Travel Research

, 61(4)


View Article

Lee, J., Park, J., Lee, J., Jhang, J., & Kim, J.


The impact of infectious disease cues on visual pattern-seeking.

International Journal of Advertising


View Article

Park, J., Kim, J., Jhang, J., Lee, J. C., & Lee, J.


The impact of infectious disease threat on consumers' pattern-seeking in sequential choices.

Psychology & Marketing

, 39(2)


View Article

Lee, J., & Ko, G. (2021). In-Store Shopping Hassles: Conceptualization and Classification. International Journal of Consumer Studies, 45. View Article

Cha, M., Yi, Y., & Lee, J. (2020). When People Low in Social Class Become a Persuasive Source of Communication: Social Class of Other Donors and Charitable Donations. Journal of Business Research, 112. View Article

Han, B., Kim, M., & Lee, J. (2018). Exploring Consumer Attitudes and Purchasing Intentions of Cross-Border Online Shopping in Korea. Journal of Korea Trade, 22(2). View Article

Lee, J. (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, 28(3). View Article

Lee, J., Shrum, L. J., & Yi, Y. (2017). The Role of Cultural Communication Norms in Social Exclusion Effects. Journal of Consumer Psychology, 27(1). View Article

Lee, J., & Shrum, L. J. (2012). Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation. Journal of Consumer Research, 39. View Article

Shrum, L. J., Lee, J., Burroughs, J. E., & Rindfleisch, A. (2011). An Online Process Model of Second-Order Cultivation Effects: How Television Cultivates Materialism and Its Consequences for Life Satisfaction. Human Communication Research, 37. View Article

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