address / office:
C/Madrid, 126 - 28903 Getafe (Madrid) / 6.0.45
phone / fax:
(+34) 91-6249572 /



Assistant Professor of Marketing


University of Texas at Austin, PhD in Marketing

Seoul National University, MA in Social Psychology

University of North Carolina at Chapel Hill, BA in Psychology and minor in Biology

Selected publications

Kyu Hyun Lee, Kwang Sun Yu, Hyun Jung Lee. (2017). Cooperative Resurgence: The Effect of Government and Private Institution's Cooperative Program on Small Traders and Enterpriser's Resurgence and Policy Implications for Customer Satisfaction. Academy of Customer Satisfaction Management, 19(4), pp. 107-127.

Hyun Jung Lee, Sunaina K. Chugani, Jaeeun Namkoong. (2016). Appreciating What You Got: The Effect of a Regular Gratitude Practice on Perceived Resource Availability and Materialism. Society for Consumer Psychology. (Nina Mazar and Gal Zauberman Eds.) pp. 83-84.

Katherine Jacobs Bao, Matthew Della Porta, Katherine Nelson, Hyun Jung Lee, Incheol Choi, Sonja Lyubomirsky. (2015). 'It's Up to You': Experimentally Manipulated Autonomy Support for Prosocial Behavior Improves Well-Being in Two Cultures Over Six Weeks. Journal of Positive Psychology. 10(5), pp. 463-476.

Kristin Layous, Hyun Jung Lee, Incheol Choi, Sonja Lyubomirsky. (2013). Culture Matters When Designing a Successful Happiness-Increasing Activity: A Comparison of the United States and South Korea. Journal of Cross-Cultural Psychology, 44(8), pp. 1294-1303.

Hyun Jung Lee, Andrew D. Gershoff. (2013). The Effect of Being Grateful, and What We are Grateful For, on Evaluations of Products. Society for Consumer Psychology. (Tom Meyvis and Raj Raghunathan Eds.) pp. 131-132.

Hyun Jung (Crystal) is an assistant professor in marketing at UC3M. 

She investigates how consumers ask for, provide, and receive help. She is particularly interested in the role of emotion (e.g. gratitude), interpersonal communication, culture, and social judgment during help-seeking, providing, and receiving processes. Through rigorous research, Crystal makes contributions in the areas of consumer interaction platform designs, digital marketing, social entrepreneurship, and pro-social marketing.

While researchers have examined how consumers make decisions to provide help to others, there is scarcely any work that explores how and when consumers ask for help, nor downstream effects of receiving help from firms and others. Yet, consumers frequently encounter problems with products and services, and these problems may never be resolved if consumers are reluctant to seek help or ask from the wrong sources. At the same time, firms and organizations must make decisions about how to help consumers or promote purchases that support pro-social goals. So marketers have a need to understand the factors that influence consumers' willingness to ask for help, the factors that influence how people make decisions to provide help, and how consumers react to receiving help from firms and other consumers. This knowledge has the potential to influence outcomes including consumer satisfaction, brand loyalty, customer relationships, efficient use of resources, charitable giving, and well-being.

Crystal encourages interdisciplinary research in this area to establish substantive implications. She collaborates with researchers in the fields of business, psychology, healthcare, education, and economics. She also utilizes a variety of research methods, such as experimental laboratory research, longitudinal studies, and behavioral data.

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).

Hyun Jung Lee, Andrew D. Gershoff. An Integrative Framework for Consumer Help-Seeking Process.

Hyun Jung Lee, Andrew D. Gershoff. To Ask or Not to Ask: Reluctance to Seek Help in Online Product Forums.

Sunaina K. Chugani, Hyun Jung Lee, Jaeeun Namkoong. Feeling Grateful and Feeling Rich: The Mechanism Behind How Gratitude Reduces Materialistic Values.

Hyun Jung Lee. Andrew D. Gershoff. Thanks for What I've Got and Thanks for What I've Not: What We are Grateful for Motivates Distinct Prosocial Consumptions.