Saerom Lee, Ph.D.

Assistant Professor of Marketing


  • Ph.D. The Pennsylvania State University
  • M.S. The University of Illinois at Urbana-Champaign
  • B.B.A. Seoul National University


Saerom Lee is an assistant professor of marketing at The University of Texas at San Antonio. She received her doctorate in marketing from the Smeal College of Business at the Pennsylvania State University. Her research interests include the role of social motivations, social influence and consumer identity in consumer perceptions and decisions. Her papers have been published in the Journal of Consumer Research and the Journal of Consumer Psychology. She received research awards from the Academy of Marketing Science (2015), American Marketing Association (2015), Society for Consumer Psychology (2013) and Fordham Behavioral Pricing Center (2012).

Research Interests

  • Prosocial behavior
  • Social motivations
  • Social influence
  • Consumer identity

Selected Publications

  • “Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness,” with Hans Baumgartner and Karen Page Winterich, Journal of Consumer Psychology, forthcoming.
  • “To Profit or Not to Profit? The Role of Greed Perceptions in Consumer Support for Social Ventures,” with Lisa E. Bolton and Karen Page Winterich, Journal of Consumer Research, Vol. 44, December 2017. Media Mentions in Salon, Associations Now, Value Walk and The Conversation
  • “I’m Moral, But I Won’t Help You: The Distinct Roles of Empathy and Justice in Donations,” with Karen Page Winterich and William T. Ross, Journal of Consumer Research, Vol. 41, October 2014, pp. 678-696.