Scientific contributions

Dr. Lee focuses on investigating the interpersonal dynamics of consumers, entrepreneurs, and investors. She conducts interdisciplinary research in the areas of business and psychology to uncover the specific psychological processes that underlie decisions and behaviors. She utilizes a variety of rigorous research methods, such as empirical laboratory research, longitudinal experiments, field studies, and behavioral research. By investigating the relevant phenomena and uncovering innovative new knowledge, she aspires to advance theoretical understanding of the cooperative communal dynamics and provide practical ways for marketers in profit, non-profit, and governmental organizations to develop products, services, and programs that enhance social well-being. 

Crystal has been receiving numerous competitive research awards and grants. She is the recipient of the Young Research Talent Award from the Madrid regional government in Spain. She is also currently the Principal Investigator of the Interdisciplinary Research Project grant received from Madrid, and a research team member of the grants from Ramon Areces Foundation as well as the Ministry of Science and Innovation. In addition, she was the Principal Investigator of competitive research projects granted by the Greater Good Science Center at the University of California-Berkeley and Kenneth M. Jastrow Fellowship at the University of Texas at Austin, USA. Her work has appeared on CNN, Guardian, and numerous other media outlets around the world.

Contributions to the training of young researchers

At UC3M, Crystal teaches Consumer Behavior (an undergraduate course at Getafe campus) and Marketing Analytics and Experimental Research (a Master's of Marketing course at Puerta de Toledo campus). She received an Excellence in Teaching Award at University Carlos III of Madrid in 2021 and was nominated for a teaching award at the University of Texas at Austin in 2015. Dr. Lee has also supervised numerous Master’s Thesis at University Carlos III of Madrid, Master of Science in Marketing program. During this process, Dr. Lee has been mentoring students in their future careers and guiding them to shape their thesis in ways that would be the most beneficial for their career paths. 

Contributions to society

Dr. Lee’s research findings have direct contributions to society due to her keen interest in discovering critical factors that facilitate the creation and maintenance of sustainable and cooperative communities that enhance individual and societal well-being. She actively shares her research findings with academics, practitioners, and other interested organizations and individuals during international conferences, workshops, and seminars. Importantly, her key passion involves using her talent and research skills to enhance the financial and psychological well-being of communities. Thus, she organizes workshops for individuals struggling with finances and job security to help them develop practical skills such as financial decision-making, microbusiness entrepreneurship, and career planning.