Hyojin Lee is an Associate Professor of Marketing at San Jose State University. She received her PhD in Marketing from The Ohio State University and B.S. and M.S. degrees in Business Administration from Seoul National University. Prior to beginning her graduate studies, she worked for several years as a marketer at Samsung Electronics in South Korea.  

Her research investigates the interplay between visual perception and cognition in the domain of consumer behavior. In her dissertation, she examines the interrelationship between color of imagery, psychological distance, and construal, and explores the effectiveness of black-and-white vs. color media in marketing communications. Her dissertation works appear in  Journal of Consumer Research and won the 1st prize in the Edward F. Hayes Graduate Research Symposium. She was named an AMA-Sheth Doctoral Consortium Fellow in 2014.  

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San Jose State University
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