Jung Eun Lee, Ph.D.

Jung Eun Lee, Ph.D.

  • Associate Professor
jzl0028@auburn.edu
2066 Haley Center
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Dr. Jung Eun Lee is a leading scholar specializing in the visual presentation of advertising, promotional campaigns, and product displays. Her research investigates how consumers perceive and respond to visual elements in advertisements, in-store displays, and digital campaigns, providing actionable insights for marketers to enhance engagement and influence purchasing behavior. She has examined a wide range of topics, including price promotions, luxury retail campaigns, social media content, and the integration of emerging technologies such as AI in shaping consumer experiences and visual merchandising strategies. Before joining Auburn University in 2023, Dr. Lee spent nine years at Virginia Tech, a land-grant university. She has produced over 60 scholarly works, including 27 peer-reviewed articles and 35 refereed presentations at national and international conferences. Her research appears in leading marketing journals such as Journal of Business Research, Psychology & Marketing, Computers in Human Behavior, and Clothing and Textile Research Journal. Dr. Lee’s ongoing research seeks to advance understanding of how visual communication and innovative retail technologies influence consumer perception.

Education

  • Ph.D.The Ohio State University2013

  • M.S.Hanyang University2008

  • B.S.Hanyang University2006

Innovation

Selected Publications

Lee, J. E., Shovo, H. M., & Mossain, M. A. (2025). Model sequence matters: How presentation order of plus-size, average-size, and thin-size models influences online shopping behavior. Journal of Fashion Marketing and Management: An International Journal. 29(5), 935–952. http://doi.org/10.1108/JFMM-07-2024-0278 

Lee, J. E., Shin, E., & Kincade, D. (2024). Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions. Journal of Product & Brand Management, 33(5), 604-617. https://doi.org/10.1108/JPBM-08-2023-4655

Lee, J. E., & Cho, J. (2023). The effects of a Disney masstige brand collaboration on perceptions of brand luxury: Vertical versus horizontal product line extension strategies. Journal of Product & Brand Management, 32(1), 138-156. https://doi.org/10.1108/JPBM-01-2022-3833

Shin, E., & Lee, J. E. (2021). What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn? Journal of Business Research, 132, 416-428. https://doi.org/10.1016/j.jbusres.2021.04.022

Ki, C., Cho, E., & Lee, J. E. (2020). Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users. Computers in Human Behavior, 111, 106412. https://doi.org/10.1016/j.chb.2020.106412

Lee, J. E., & Shin, E. (2020). The effects of apparel names and visual complexity of apparel design on consumers' apparel product attitudes: A mental imagery perspective. Journal of Business Research, 120, 407-417. https://doi.org/10.1016/j.jbusres.2019.08.023

Lee, J. E., Hur, S., & Watkins, B. (2018). Visual communication of luxury brands on social media: Visual simplicity vs. complexity. Journal of Brand Management, 25(5), 449–462. https://doi.org/10.1057/s41262-018-0092-6

Lee, J. E. & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171