Dr. Lee is a consumer psychologist. Her expertise is in consumer learning, goals and emotions. 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 a Fellow of the American Psychological Society and a Fellow of the Society of Experimental Social Psychology. Dr. Lee is a Past President of the Association for Consumer Research and a former Board Member of the American Marketing Association. She currently serves on the board of the Sheth Foundation and the Grant Park Music Festival.