Yun K. Lee
Education
- Ph.D. from the University of Iowa and was honored there with the M. Bhanu Murthy Memorial Prize for Excellence in Teaching.
Research Interests
- Explores how consumers’ cognitive styles, goals, mindsets, and emotions
shape consumer behavior, with particular attention to healthy and prosocial behavior, self-regulation,
self-control, and decision-making processes. - Dr. Yun Lee's scholarship examines strategic brand management, marketing communication, and advertising effectiveness. As an educator, Dr. Lee is deeply committed to fostering student success academically, professionally, and personally. Her teaching philosophy is grounded in three core principles: support and care, active engagement, and critical thinking. She strives to create an interactive and collaborative learning environment where students feel encouraged, challenged, and supported as they develop their knowledge, confidence, and career readiness.
Full Bio
Dr. Yun Lee is an Associate Professor of Marketing in the Reginald F. Lewis College of Business at Virginia
State University, where she has served on the marketing faculty since 2012. She earned her Ph.D. from
the University of Iowa and was honored there with the M. Bhanu Murthy Memorial Prize for Excellence
in Teaching. Dr. Lee’s research explores how consumers’ cognitive styles, goals, mindsets, and emotions
shape consumer behavior, with particular attention to healthy and prosocial behavior, self-regulation,
self-control, and decision-making processes. Her scholarship also examines strategic brand
management, marketing communication, and advertising effectiveness. As an educator, Dr. Lee is
deeply committed to fostering student success academically, professionally, and personally. Her
teaching philosophy is grounded in three core principles: support and care, active engagement, and
critical thinking. She strives to create an interactive and collaborative learning environment where
students feel encouraged, challenged, and supported as they develop their knowledge, confidence, and
career readiness. Drawing on more than a decade of teaching experience at both Virginia State
University and the University of Iowa, she emphasizes real-world application through case studies,
current events, experiential activities, group projects, and meaningful class discussion. Dr. Lee is
passionate about mentoring students and helping them navigate both academic challenges and personal
growth. She believes that sincere support and genuine care can inspire students to persevere and reach
their full potential. Her goal as a teacher is to continually refine her teaching style and skills so that she
can serve as both an effective educator and a positive role model in her students’ lifelong learning
journeys. Outside the classroom, Dr. Lee enjoys spending time with family, reading, listening to music,
golfing, watching films, and exploring new experiences. She approaches life and work with energy,
optimism, and a deep passion for learning.