Saerom Lee | Gordon S. Lang School of Business and Economics

Saerom Lee

Associate Professor
Department of Marketing and Consumer Studies
Email: 
saerom@uoguelph.ca
Phone number: 
ext. 52975
Office: 
Macdonald Institute (MINS), Room 213E

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Saerom Lee is Associate Professor of Marketing in the Gordon S. Lang School of Business and Economics, University of Guelph. She received her doctorate in Marketing from the Smeal College of Business at the Pennsylvania State University. Prior to joining the Gordon S. Lang School of Business and Economics, she was Assistant Professor of Marketing in the College of Business at the University of Texas at San Antonio.

Her research interests include the role of identity, social influence and social motivations in consumer perceptions and decisions. In particular, she is interested in studying prosocial decisions, consumption signaling behavior, and issues of sustainability and well-being. Her papers have been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of the Association for Consumer Research and Journal of Business Research. She received research awards from Academy of Marketing Science, American Marketing Association, Society for Consumer Psychology, and Fordham Behavioral Pricing Center. She has served on the editorial review boards of Journal of Marketing Research and Journal of Retailing.

The Pennsylvania State University, USA
Ph.D., Marketing, Smeal College of Business

University of Illinois at Urbana-Champaign, USA
M.S., Advertising

Seoul National University, Korea
B.B.A., Business Administration, Cum Laude
(Dual major: Program in Information and Multimedia Culture)

  • Dean’s Distinguished Research Award, College of Business, University of Texas at San Antonio, 2019
  • Dean’s Distinguished Research Award, College of Business, University of Texas at San Antonio, 2018
  • Internal Research Award (INTRA), Office of the Vice President for Research, University of Texas at San Antonio, 2017
  • Dean’s Distinguished Research Award, College of Business, University of Texas at San Antonio, 2017
  • Dean’s Distinguished Research Award, College of Business, University of Texas at San Antonio, 2016
  • Finalist of Mary Kay Doctoral Dissertation Award, Academy of Marketing Science, 2015
  • AMA Best in Track Paper Award, Consumer Behavior Track, American Marketing Association, 2015
  • Winner of SCP Doctoral Dissertation Award, Society for Consumer Psychology, 2013
  • Jerome E. Scott Memorial Scholarship, Smeal College of Business, Penn State University, 2013
  • Haring Symposium Fellow, Indiana University, 2013
  • Second Place Winner of Behavioral Pricing Dissertation Award, Fordham Pricing Center, 2012
  • Frank P. and Mary Jean Smeal Endowment Fund Scholarship, Smeal College of Business, Penn State University, 2009–2012

Kim, Aekyoung, Hyojin Lee, and Saerom Lee (co-first authors) (2024), “In Touch with Those in Need: How Touchscreen Devices Lead Consumers to Support Social Causes.” Journal of the Association for Consumer Research, 10 (1).

Lee, Saerom and Karen Page Winterich (2023), “Marketplace Morality: A Review of Recent Literature and Directions for Future Research.” The Cambridge Handbook of Consumer Psychology (2nd Edition), edited by Derek Rucker, Cait Lamberton, and Stephen Spiller.

Lee, Saerom and Karen Page Winterich (2022), “The Price Entitlement Effect: When and Why High Price Entitles Consumers to Purchase Socially Costly Products.” Journal of Marketing Research, 59 (6), 1083-1265.

Lee, Saerom, Hans Baumgartner, and Rik Pieters (2021), “A Triadic Model of Social Motivations in Pay-What-You-Want Decisions.” Journal of the Association for Consumer Research, 6 (1), 105-119.

Lee, Saerom and Lisa E. Bolton (2020), “Mixed Signals? Decoding Luxury Consumption in the Workplace.” Journal of Business Research, 117, 331-345.

Lee, Saerom, Hans Baumgartner, and Karen Page Winterich (2018), “Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness.” Journal of Consumer Psychology, 28 (3), 412-436.

Lee, Saerom, Lisa E. Bolton, and Karen Page Winterich (2017), “To Profit or Not to Profit? The Role of Greed Perceptions in Consumer Support for Social Ventures.” Journal of Consumer Research, 44 (December), 853–876.

Lee, Saerom, Karen Page Winterich, and William T. Ross (2014), “I’m Moral, But I Won’t Help You: The Distinct Roles of Empathy and Justice in Donations.” Journal of Consumer Research, 41 (October), 678-696.