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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

• Fall 2009
  Strategic Consumer Insights
  
• Summer 2009
  Marketing Strategy
  
• Spring 2008
  Marketing Strategy
  
• Spring 2007
  Marketing Strategy
  

In Search of Homo Economicus: Preference Consistency, Emotions, and Cognition In Journal of Consumer Research (2009) Coauthor(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) Coauthor(s): Leonard Lee, George Loewenstein, Dan Ariely, James Hong, Jim Young

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

Money Muddles Thinking: The Effect of Price on Preference Consistency In Working Paper (2008) Coauthor(s): Leonard Lee, Yacine Ait-Sahalia, Dan Ariely

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