To learn more about YORK’S COVID-19 response, visit our Coronavirus Updates page.

Skip to Main Content
Lee, Yong Kyu
 

Lee, Yong Kyu

Curriculum Vitae

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 area of research lies in the areas of goal pursuit, categorization and assortment size, and social media. His research interests include 1) the effect of different types of goal-related information on individuals’ goal pursuit by exploring individual differences and 2) the effect of presentation formats (e.g., categorization and assortment size) on product evaluations and choice, and focus on 3) investigating the effect of social media on marketing campaigns.

Areas of Expertise

Consumer Behavior

Articles in Field Of Expertise

Park, Seunghyun Brian, Jinwon Kim, Yong Kyu Lee, and Chihyung Michael Ok. "Visualizing theme park visitors’ emotions using social media analytics and geospatial analytics." Tourism Management [Impact factor: 6.012; ABDC Journal Quality List (2019) A*]. 80 October 2020: 104-127.

Lee, Yong Kyu, Kimberlee Weaver and Stephen Garcia. "I'll Have Fries with That: Increasing Choice Complexity Promotes Indulgent Food Choices." Psychology and Marketing [ABDC Journal Quality List (2016) A]. 33 July 2016: 505-515.

Chapters in Field Of Expertise

Refereed Proceedings in Field Of Expertise

Lee, Yong Kyu. "When Different Size of Unit Price Influences Consumers’ Product Evaluations." Association for Psychological Science. May 2020 [In-person conference cancelled due to the COVID-19 crisis]: .

Lee, Yong Kyu. "When different Size of Unit Price Influences Consumers’ Product Evaluations." American Marketing Association (Winter Academic Conference). Feb. 2019: .

Lee, Yong Kyu. "United We Stand: The effect of Sale Proneness and Price Categorization on Consumers’ Shopping Experiences." The Society for Consumer Psychology. Feb. 2019: .

Lee, Yong Kyu. "They Are Not the Same: How Price Deal Categorization Influence Consumers’ Shopping Experiences." American Marketing Association (Winter Academic Conference). Feb. 2018: .

Kim, Junghyun, Yong Kyu Lee, and Paul M. Herr. "The Impact of Large Versus Small Menu Size on Calorie Estimation." Association for Consumer Research, North American Conference. 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. June 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: .

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 50, TRADA-50-333, . July 1, 2019 – June 30, 2020: $3500.

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.

Other Professional Activities and Public Service

Judge, New York City Metro and Long Island Regional Junior Science and Humanities Symposium (NYCM & LI JSHS): 2020.

AD Hoc Reviewer - American Marketing Association’s Marketing and Public Policy Conference: 2018 - Present.

AD Hoc Reviewer - American Marketing Association’s Marketing Educators’ Conference: 2015 - Present.

AD Hoc Reviewer - Association for Consumer Research North American Conference: 2015 - 2016; 2018 - 2019.