Dr Daniel Chaein Lee

Profile

Roles:

• Lecturer in Marketing and Communications
• Member of the Department of Marketing

Biography:

Dr. Daniel Chaein Lee (PhD, MSc, MDiv, BBA) is a Lecturer (Assistant Professor) in Marketing and Communications at Queen Mary University of London, School of Business and Management.

He earned his PhD in Marketing from Auckland University of Technology. Prior to this, he earned his MSc from the University of Southern California, as well as both an MSc and a BBA from Korea University.

Daniel’s research focuses on consumer behaviour/psychology in the context of sustainability and emerging technologies.

His research has appeared in highly regarded journals, including Annals of Tourism Research, Journal of Travel Research, Psychology & Marketing, and Journal of Retailing and Consumer Services.

Teaching

Undergraduate:

• BUS227 International Marketing

Research

Research Interests:

• Sustainable Consumption
• New Technologies in Marketing
• Subjective Age
• Consumer Decision Making  

Centre and Group Membership:

• Member of the Marketing Interactions & Digital Societies (MINDS) Research Group

Publications

• Kim, J., Cho, A., Lee, D. C., Park, J., Kim, A., Jhang, J., & Kim, C. (2025). Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: The role of perceived authenticity. Journal of Retailing and Consumer Services, 82, 104131. 
• Lee, D. C., & Kim, J. (2024). Feeling younger and acting greener: The impact of subjective age on sustainable consumption. Psychology & Marketing, 41(10), 2310–2328. 
• Jhang, J., Lee, J., Park, J., Kim, J., & Lee, D. C. (2023). The impact of childhood environments on the sunk-cost fallacy. Psychology & Marketing, 40(3), 531–541.  
• Park, J., Kim, J., Lee, D. C., Kim, S. S., Voyer, B. G., Kim, C., Sung, B., Gonzalez-Jimenez, H., Fastoso, F., Choi, Y. K., & Yoon, S. (2022). The impact of COVID-19 on consumer evaluation of authentic advertising messages. Psychology & Marketing, 39(1), 76–89. 
• Kim, J., Park, J., Kim, S., Lee, D. C., & Sigala, M. (2022). COVID-19 restrictions and variety seeking in travel choices and actions: The moderating effects of previous experience and crowding. Journal of Travel Research, 61(7), 1648–1665. 
• Errmann, A., Kim, J., Lee, D. C., Seo, Y., Lee, J., & Kim, S. S. (2021). Mindfulness and pro-environmental hotel preference. Annals of Tourism Research, 90, 103263.