Lee, Yong Kyu

Curriculum Vitae
Lee, Yong Kyu
 

Lee, Yong Kyu


Assistant Professor
Business and Economics

Phone: 718-262-2511
Office Location: AC-2B06H
ylee1@york.cuny.edu

Education

Degree Institution Field Dates
PhD  Virginia Tech  Marketing  2015 
MS  University of Alabama  Marketing  2009 
BA  Hankuk University of Foreign Studies  Spanish  2003 
Yong Kyu Lee is an Assistant Professor of Marketing in the Department of Business and Economics in the School of Business and Information Systems. He earned his Master of Science in Marketing from the University of Alabama and a Ph.D. in Marketing from Virginia Tech. His research interests center around the theoretical and substantive areas of how consumers interpret information based on how it is presented. His research goal is to create and expand a body of theoretical work that predicts 1) when and how different types of goal-related information influence individuals’ goal pursuit by exploring individual differences such as self-efficacy, and 2) how different presentation formats (e.g., categorization and assortment size) influence product evaluations and choice.

Areas of Expertise

Goal Pursuit
Information Framing
Judgment and Decision Making
Consumer choice

Articles in Field Of Expertise

Lee, Yong Kyu, Kimberlee Weaver and Stephen Garcia. "I'll Have Fries with That: Increasing Choice Complexity Promotes Indulgent Food Choices." Psychology and Marketing. 33 July 2016: 505-515.

Refereed Proceedings in Field Of Expertise

Kim, Junghyun, Yong Kyu Lee, and Paul M. Herr. "The Impact of Menu Size on Calorie Estimation." Association for Consumer Research. Oct. 2016 (first two authors equally contributed): .

Lee, Yong Kyu, Kimberlee Weaver and Stephen Garcia. "Goal Distraction: The Way Meals Are Presented Can Impact Healthy versus Unhealthy Food Choice." The Society for Consumer Psychology, Annual Convention of the American Psychological Association. Aug. 2016: .

Lee, Yong Kyu, Kimberlee Weaver and Stephen Garcia. "License to Indulge: Contextual Determinants of Unhealthy Food Choice in Consumption Settings." Marketing & Public Policy Conference. Jun. 2016: .

Lee, Yong Kyu, Junghyun Kim, and Paul M. Herr. "The Impact of Menu Size on Calorie Estimation." The Society for Consumer Psychology. Feb. 2016: .

Lee, Yong Kyu, Jung Hyun Kim and Paul M. Herr. "The Impact of Large versus Small Menu Size on Calorie Estimation." Association for Consumer Research, North American Conference. Oct. 2015: .

Davis, Derick, Rajesh Bagchi, Yong Kyu Lee. "When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal Pursuit." Association for Consumer Research, North American Conference. 40 Oct. 2012: .

Presented Papers, Lectures, and Exhibitions and Performances

" Menu Choices (I'll Have Fries with That: Increasing Choice Complexity Promotes Indulgent Food Choices) " July 18, 2016: The Wall Street Journal (digital edition).

Grants-In-Aid

PSC-CUNY Research Award Program 48, TRADA-48-327, . July 1, 2017 – June 30, 2018: $3310.

PSC-CUNY Research Award Program 47, TRADA-47-433, . July 1, 2016 – June 30, 2017: $3310.