Angela Y. Lee

Board Member Since 2019
Angela Lee

Angela Y. Lee joined the marketing faculty at the Kellogg School in 1995 and was named Mechthild Esser Nemmers Professor of Marketing in 2007.

Angela is a consumer psychologist. Her expertise is in consumer learning, emotions and goals. Her research focuses on consumer motivation and affect, cross-cultural consumer psychology, and nonconscious influences of memory on judgment and choice. Her publications appear in both marketing and psychology journals and she is the co-editor of Kellogg on China (Northwestern University Press, 2004). She was the recipient of the 2006 Stanley Reiter Best Paper Award for her research on self-regulation and persuasion, and the 2002 Otto Klineberg Award for the best paper on international and intercultural relations. She is the Editor-in-Chief at the Journal of the Association for Consumer Research, and serves on the editorial boards of the Journal of Consumer Research,  the Journal of Marketing Research, and the Journal of Consumer Psychology. Angela is a past president of the Association for Consumer Research and served on the board of the American Marketing Association.

At the Kellogg School, Angela teaches a class on Behavioral Marketing Science in the MBA program as well as a doctoral seminar in Consumer Behavior. She has served as the faculty advisor of the Global Initiatives in Management class for China, Japan and South Africa.

Angela is a native of Hong Kong where she worked as a fundraising consultant for nonprofit organizations before entering academia. She received her BBA in Marketing and Travel Industry Management from the University of Hawaii, an MPhil in Economics from the University of Hong Kong, and a PhD in Management from the University of Toronto.

University Affiliation:
Northwestern University
Northwestern University
Quick Links:

Ph.D., 1995, Marketing, University of Toronto

M.Phil., 1990, Economics, University of Hong Kong

B.B.A., 1981, Marketing & Travel Industry Management, University of Hawaii

2021 Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation Angela Y. Lee
2019 Shaping Consumer Preference Using Alignable Attributes: The Roles of Regulatory Orientation and Construal Level, International Journal of Research in Marketing Jin Sun, TakKeh Hean, Angela Y. Lee
2019 Political Parties and Candidates Are Like Brands Angela Y. Lee
2019 Global Warming Is Still a Problem. Here’s How to Think About It and Act, Angela Y. Lee
2019 Aliada: An Online Platform Matching Maids with Customers in Mexico Angela Y. Lee, Vasilia Kilibarda Funston
2016 Wrigley’s Eclipse Gum: Managing Brand Adolescence Angela Y. Lee, Greg Merkley, Bob Bailey
2015 Culture and Medical Decision Making: Healthcare Consumer Perspectives in Japan and the U.S, Health Psychology Angela Y. Lee, Qimei Chen
2015 Acts of Emptying Promote Self-focus: A Perceived Resource Deficiency Perspective, Journal of Consumer Psychology Angela Y. Lee
2015 Handbook on Culture and Consumer Psychology Sharon Ng, Angela Y. Lee
2015 The Effect of Self-Construal fit on Motivation, Attitudes and Charitable Giving Angela Y. Lee, Tonya Williams Bradford
2014 Looking into the Future: A Fit between Self-Construal and Temporal Distance,Journal of Consumer Research Gerri Spassova, Angela Y. Lee
2014 The Bright Side of Depletion: Self Protective Impulse Takes Over when Danger Looms, Journal of Consumer Research Monika Lisjak, Angela Y. Lee
2013 Interdependence vs Independent? The Age and Region Differences of Chinese Consumers’ Self-Construal and their Impacts on Advertising Appeals, Journal of Marketing Science Hongxia Zhang, Ying Ding, Angela Y. Lee, Jing Xu
2012 The Effect of of Attribute Alignability on Service Evaluation: The Moderating Role of Uncertainty, Journal of Consumer Research Jin Sun, TakKeh Hean, Angela Y. Lee
2012 When a Threat to the Brand Is a Threat to the Self: The Importance of Brand Identification and Implicit Self-Esteem in Predicting Defensiveness, Personality and Social Psychology Bulletin Monika Lisjak, Angela Y. Lee, Wendi Gardner
2012 Primed Interference: The Cognitive and Behavioral Costs of an Incongruity between Chronic and Primed Motivational Orientations, Journal of Personality and Social Psychology Monika Lisjak, Daniel Molden, Angela Y. Lee
2012 The Difference Between Differences: How Expertise Affects Diagnosticity of Attribute Alignability, Journal of Consumer Research Myungwoo Nam, Jing Wang, Angela Y. Lee
2012 Embodiment in Judgement and Choice,Journal of Neuroscience, Psychology, and Economics Martin Reimann, Feye Wilko, Alan J. Malter, Josh Ackerman, Raquel Castano, Nitika Garg, Robert Kreuzbauer, Aparna LabrooAngela Y. Lee, Maureen Morrin, Gergana Y. Nenkov, Jesper H. Nielsen, Maria Perez, Gratiana Pol, JoseAntonio Rosa, Carolyn Yoon, Chen-Bo Zhong
2011 Viewing Time Through the Lens of the Self: The Fit Effect of Self-Construal and Temporal Distance on Task Perception,European Journal of Social Psychology Sujin Lee, Angela Y. Lee, Mary Kern
2010 Value From Regulatory Construal Fit: The Persuasive Impact of Fit Between Consumer Goals and Message Concreteness, Journal of Consumer Research Angela Y. Lee, Punam A. Keller, Brian Sternthal
2010 Goal Driven Market Research: The Answer to a Shrinking Budget Angela Y. Lee

  • APS Fellow, American Psychological Society
  • University of Hawaii Hall of Honor, University of Hawaii at Manoa
  • Mechthild Esser Nemmers Professorship, 2007
  • Invited Speaker, Society of Personality & Social Psychology Attitude Pre-Conference , 2006
  • PepsiCo Research Chair in International Marketing, 2006
  • Stanley Reiter Best Paper Award, Kellogg School of Management, 2006
  • Consortium Faculty, AMA Sheth Foundation Doctoral Consortium , 2003, 2004, 2005
  • Invited Speaker, Midwestern Psychological Association Meeting , 2001, 2005
  • MSI Young Scholar, Marketing Science Institute, 2001
  • Winner of the Otto Klineberg Award , 2000
  • Kraft Research Chair, 1997
  • McManus Research Chair, 1996, 1998
  • AMA Doctoral Consortium Fellow, 1994

Related News: