Angela Y. Lee
Mechthild Esser Nemmers Professor of Marketing; Faculty Director, Golub Capital Social Impact Lab
Podcast: Get Inside Your Customer’s Mind
On this episode of The Insightful Leader: how understanding consumer mindsets can help you make the sale.
Researchers: Angela Y. Lee
December 21, 2023
5 Mindsets That Drive Consumer Behavior
“Fixed” and “growth” aren’t the only mindsets out there. A Kellogg marketing professor explains the surprising ways that our mental states can influence what we buy.
Researchers: Angela Y. Lee
December 1, 2023
Take 5: What We’ve Learned about Tackling Public-Health Crises
Covid-era research sheds light on how policymakers can guide the economy and the public through future emergencies.
Researchers: Scott R. Baker, Efraim Benmelech, Paola Sapienza, Angela Y. Lee, Benjamin F. Jones, Ryan Hill, Dashun Wang and and coauthors
January 21, 2023
The Psychological Factor That Helps Shape Our Moral Decision-Making
We all have a preferred motivation style. When that aligns with how we’re approaching a specific goal, it can impact how ethical we are in sticky situations.
Researchers: Chethana Achar and Angela Y. Lee
May 3, 2022
Psychological Factors—More Than Demographics—Drive Vaccine Behavior
The finding gives policymakers and medical professionals an important tool.
Researchers: Angela Y. Lee, Jiaqian Wang, Ulf Bockenholt, Leonard Lee, Rafal Ohme and Catherine Yeung
February 2, 2022
Does Distance Make the Consumer’s Heart Grow Fonder?
New research finds that how far we’re standing from a product changes what we think of it.
Researchers: Xing-Yu (Marcos) Chu, Chun-Tuan Chang and Angela Y. Lee
January 4, 2022
How to Convince People the Virus Is Scary, and Other Lessons from Consumer Research
Researchers are rushing to make sense of the current moment. We spoke with the editor of a leading journal about what her colleagues are up to.
Researchers: Angela Y. Lee
January 11, 2021
“Stay Healthy” or “Keep Safe”: Which Social-Distancing Messages Are the Most Persuasive?
The answer depends on whether people are thinking about protecting themselves or their community.
Researchers: Jiaqian Wang and Angela Y. Lee
January 4, 2021
Take 5: Election Rules and Campaign Tactics That Sway Voters
A look at whether celebrity endorsements matter, why the top spot on a ballot is coveted, and more election research from Kellogg faculty.
Researchers: Craig Garthwaite, Angela Y. Lee, Yuval Salant, Georgy Egorov and Jörg L. Spenkuch
October 30, 2018
What Chinese Consumers Want
Western Companies doing business in China need to ask the right questions.
Researchers: Angela Y. Lee
September 8, 2015
What Donors Need to Hear to Open the Checkbook
Insights from marketing on how charities can grow by appealing to different kinds of donors.
Researchers: Kelly Goldsmith, Aparna Labroo, Angela Y. Lee and Derek D. Rucker
December 1, 2014
Leave My Brand Alone
What happens when the brands we favor come under attack?
Researchers: Monika Lisjak, Angela Y. Lee and Wendi L. Gardner
January 2, 2013
Engineered Electioneering
The “when” and “what” of candidates’ messages.
Researchers: Hakkyun Kim, Akshay R. Rao and Angela Y. Lee
October 1, 2010
The Art of Persuasion
Aligning consumer goals with level of abstraction
Researchers: Angela Y. Lee, Punam Anand Keller and Brian Sternthal
October 1, 2009
Healthy Choices
Do people prefer the carrot or the stick?
Researchers: Angela Y. Lee and Jennifer L. Aaker
December 1, 2007
Mixed Messages
Context is critical to make advertising dollars deliver best return, says Kellogg School marketing scholar
Researchers: Angela Y. Lee and Aparna Labroo
April 14, 2007
Seeking Pleasure? Or Avoiding Pain?
It all depends upon how customers view themselves
Researchers: Jennifer L. Aaker and Angela Y. Lee
April 6, 2007