Detail

Professor Lee's research focuses on understanding how both emotional and cognitive factors influence consumers' judgment and decision making such as the consistency of their consumption choice and preferences over time. He is also interested in investigating how consumers shop in real world environments and how contextual and environmental factors affect their shopping process and behavior. Professor Lee teaches the Core Marketing Strategy course.

• 2007 Robert Ferber Award Honorable Mention
  Lee, Leonard and Dan Ariely (2006), "Shopping Goals, Goal Concreteness, and Conditional Promotions, Journal of Consumer Research, 33, 60-70

• Spring 2013
  Strategic Consumer Insights (EMBA)
  Strategic Consumer Insights (MBA)
  
• Fall 2010
  Strategic Consumer Insights (EMBA)
  Strategic Consumer Insights (MBA)
  
• Summer 2009
  Marketing Strategy (EMBA)
  
• Fall 2009
  Strategic Consumer Insights (MBA)
  

Crossing the Virtual Boundary: The Effects of Incidental Cues on Task Accomplishment In Psychological Science (2012)
Author(s): Min Zhao, Leonard Lee, Dilip Soman

Feeling the Future: The Emotional Oracle Effect In Journal of Consumer Research (2012)
Author(s): Michel Tuan Pham, Leonard Lee, Andrew T. Stephen

In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency In Journal of Consumer Research (2009)
Author(s): Leonard Lee, On Amir, Dan Ariely

If I'm Not Hot, Are You Hot or Not? Physical Attractiveness Evaluations and Dating Preferences as a Function of Own Attractiveness In Psychological Science (2008)
Author(s): Leonard Lee, George Loewenstein, Dan Ariely, James Hong, Jim Young

Shopping Goals, Goal Concreteness, and Conditional Promotions In Journal of Consumer Research (2006)
Author(s): Leonard Lee, Dan Ariely

Try It, You'll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer In Psychological Science (2006)
Author(s): Leonard Lee, Shane Frederick, Dan Ariely

When Shopper Marketing Backfires (2013)
Author(s): Leonard Lee, Ziv Carmon, Ravi Dhar, Ayelet Fishbach

The Stability of Temporal versus Monetary Evaluations Working Paper (2010)
Author(s): Leonard Lee, M. Lee, Gal Zauberman

Music Elicits Holistic Category-Level Preferences Working Paper (2010)
Author(s): Leonard Lee, Manoj Thomas

Affective Evaluations Are More Ordinal Working Paper (2010)
Author(s): Michel Tuan Pham, Olivier Toubia, Ali Faraji Rad, Leonard Lee

Money Muddles Thinking: The Effect of Price on Preference Consistency Working Paper (2008)
Author(s): Leonard Lee, Marco Bertini, Dan Ariely

The Fees: Savings Link, or Purchasing Fifty Pounds of Pasta Working paper (2007)
Author(s): Leonard Lee, Michael I. Norton

Holistic versus Analytical Processing in Preference Transitivity Working Paper (2005)
Author(s): Leonard Lee, Lisa Son