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Angela Lee

Mechthild Esser Nemmers Professor of Marketing, Chair of Marketing Department at Kellogg School of Management

Schools

  • Kellogg School of Management
  • Columbia Business School

Expertise

Links

Biography

Kellogg School of Management

Angela Lee joined the marketing faculty at the Kellogg School in 1995 and was named Mechthild Esser Nemmers Professor of Marketing in 2007.

Angela is a consumer psychologist. Her expertise is in consumer learning, emotions and goals. 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 currently serves on the editorial boards of the Journal of Consumer Research and the Journal of Marketing Research. And she chairs the policy board of the Journal of the Association for Consumer Research. Angela is a past president of the Association for Consumer Research and serves on the board of the American Marketing Associaiton.

At the Kellogg School, Angela teaches Marketing Research in the MBA, MSMS and EMBA programs. She has served as the faculty advisor of the Global Initiatives in Management class for China, Japan and South Africa. She also teaches a doctoral seminar in Consumer Behavior.

Angela is a native of Hong Kong where she worked as a fund raising consultant for nonprofit organizations before entering academia. She received her BBA in Marketing and Travel Industry Management from the University of Hawaii, an MPhil in Economics from the University of Hong Kong, and a PhD in Management from the University of Toronto.

Areas of Expertise

  • Advertising
  • Consumer Behavior
  • Consumer Decision-Making
  • International Marketing
  • Marketing Management
  • Marketing Research
  • Nonprofit Marketing

Education

Ph.D., 1995, Marketing, University of Toronto

M.Phil., 1990, Economics, University of Hong Kong

B.B.A., 1981, Marketing & Travel Industry Management, University of Hawaii

Academic Positions

Mechthild Esser Nemmers Professor, Marketing, Kellogg School of Management, Northwestern University, 2007-present

Professor, Marketing, Kellogg School of Managament, Northwestern University, 2006-present

Visiting Professor, Marketing,  , Hongkong University of Science and Technology, 2008-2008

PepsiCo Professor of International Marketing , 2006-2007

Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2001-2006

Visiting Associate Professor of Marketing, Cornell University, 2000-2001

Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 1995-2001

Honors and Awards

APS Fellow, American Psychological Society

University of Hawaii Hall of Honor, University of Hawaii at Manoa

Mechthild Esser Nemmers Professorship, 2007

Invited Speaker, Society of Personality & Social Psychology Attitude Pre-Conference , 2006

PepsiCo Research Chair in International Marketing, 2006

Stanley Reiter Best Paper Award, Kellogg School of Management, 2006

Consortium Faculty, AMA Sheth Foundation Doctoral Consortium , 2003, 2004, 2005

Invited Speaker, Midwestern Psychological Association Meeting , 2001, 2005

MSI Young Scholar, Marketing Science Institute, 2001

Winner of the Otto Klineberg Award , 2000

Kraft Research Chair, 1997

McManus Research Chair, 1996, 1998

AMA Doctoral Consortium Fellow, 1994

Editorial Positions Co-Editor, Special Issue, Journal of Association for Consumer Research, 2016-2017

Chair, Policy Board, Journal of the Association for Consumer Research, 2014

Editorial Board Member, Journal of Consumer Research, 2007

Editorial Board Member, Journal of Marketing Research, 2003

Editorial Board Member, Journal of Consumer Psychology, 2002-2013

Ad-hoc Reviewer, Journal of Personality and Social Psychology

Ad-hoc Reviewer, Journal of Experimental Social Psychology

Ad-hoc Reviewer, Marketing Science Institute

Ad-hoc Reviewer, American Marketing Association

Education Academic Positions Honors and Awards Editorial Positions

Read about executive education

Cases

Hong, Jiewen and Angela Lee. 2010. Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals. Journal of Consumer Research. 37(3): 456-472.

This research examines how construal level (i.e., how abstractly or concretely people represent information in memory) affects consumers' responses to mixed emotions appeals. The results of five studies show that, consistent with prior research, participants experienced discomfort when they encountered mixed emotions appeals and developed less favorable attitudes toward the ad relative to pure positive emotional appeals, but this was the case only for those who construed information at a concrete, low level. Participants who construed information at an abstract, high level did not experience much discomfort; hence, they found mixed emotions and pure positive emotional appeals equally persuasive. We further demonstrate that the chronic construal level associated with people's age and cultural background underlies the moderating effects of age and culture on consumers' attitudes toward mixed emotions appeals documented in prior research.

Angela Lee., Greg Merkley and Bob Bailey. 2015. Wrigley’s Eclipse Gum: Managing Brand Adolescence. Case 5-414-752 (KEL885).

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley’s breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.

Hong, Jiewen and Angela Y. Lee. 2010. Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals. Journal of Consumer Research. 37(3): 456-472.

This research examines how construal level (i.e., how abstractly or concretely people represent information in memory) affects consumers' responses to mixed emotions appeals. The results of five studies show that, consistent with prior research, participants experienced discomfort when they encountered mixed emotions appeals and developed less favorable attitudes toward the ad relative to pure positive emotional appeals, but this was the case only for those who construed information at a concrete, low level. Participants who construed information at an abstract, high level did not experience much discomfort; hence, they found mixed emotions and pure positive emotional appeals equally persuasive. We further demonstrate that the chronic construal level associated with people's age and cultural background underlies the moderating effects of age and culture on consumers' attitudes toward mixed emotions appeals documented in prior research.

Lee, Angela Y., Greg Merkley and Bob Bailey. 2015. Wrigley’s Eclipse Gum: Managing Brand Adolescence. Case 5-414-752 (KEL885).

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley’s breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.

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