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Dr Daniel Chaein Lee

Daniel

Lecturer (Assistant Professor) in Marketing & Communications; Programme Director for MSc Marketing & Digital Communications

Email: daniel.c.lee@qmul.ac.uk
Room Number: Room 4.25.L, Francis Bancroft Building, Mile End Campus
Office Hours: Office Hours: by appointment

Profile

Roles:

  • Lecturer (Assistant Professor) in Marketing & Communications
  • Programme Director for MSc Marketing & Digital Communications

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 Psychology & Marketing, Annals of Tourism Research, and Journal of Travel Research.

Teaching

Undergraduate:

  • BUS227 International Marketing
  • BUS318 Consumer Psychology

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

  1. Kim, J., Kim, J. H., Lee, D. C., Kim, C. J., Baek, T. H., & Kim, S. S. (2025). Political ideology and variety seeking in travel choices. Annals of Tourism Research, 141,
  2. Lee, D. C., Jhang, J., & Baek, T. H. (2025). AI-generated news content: The impact of AI writer identity and perceived AI human-likeness. International Journal of Human-Computer Interaction. Advance online publication. https://doi.org/10.1080/10447318.2025.2477739.
  3. 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.
  4. 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.
  5. 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–
  6. 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–-
  7. 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–
  8. 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.

Supervision

At present, Dr Daniel is unable to accept new PhD supervision enquiries.

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