Faculty/Staff Directory

First Name
Jaewoo

Last Name
Lee

Email
[email protected]

Picture

Title
Assistant Professor

Office
SCB 3046

Phone
(616) 331-7817

Department
Marketing

Expertise
• Consumer Psychology • Consumer Well-being • Health Decision-Making

Biography
Dr. Jaewoo Lee earned his Ph.D. in Marketing from Boston University and joined Grand Valley State University in 2024 as an Assistant Professor of Marketing. As a behavioral researcher, Dr. Lee investigates when, how, and why consumers pursue their well-being. His current research focuses on consumers' perceptions of mental health pursuits and the barriers they face in seeking mental health support. In these areas, he has published work in the Journal of Consumer Psychology. He is also passionate about teaching and has extensive classroom experience. At the Seidman College of Business, he teaches Consumer Behavior and Marketing Management courses.

Education
Ph.D. Boston University, 2024 B.B.A Sungkyunkwan University, South Korea, 2017

Teaching Areas
Consumer Behavior Marketing Management

Publications
Lee, J., & Trudel, R. (2024). Man up! The mental healthfeminine stereotype and its effect on the adoption of mental health apps. Journal of Consumer Psychology.

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