Education

Ph.D., Retail and Consumer Science, University of Tennessee
M.S., Consumer, Apparel and Retail Studies, University of North Carolina at Greensboro
B.S., Apparel Merchandising, South Dakota State University

Background

Young Lee brings a global perspective and a data-driven approach to his role as assistant professor in the department of retailing. With research grounded in sustainable consumption, technology-driven consumer behavior and experiential retailing, Lee explores how consumers make decisions across both physical and digital spaces. He joined the college from the University of Tennessee, where he earned a Ph.D. in retail and consumer science.

Lee has extensive teaching experience, having served as both instructor of record and teaching assistant in courses such as retail buying and merchandising, digital retailing, retail planning and allocation, and retail category management. He has also mentored undergraduate researchers and collaborated on curriculum development, demonstrating a strong commitment to student engagement and academic excellence.

His research has been published in peer-reviewed journals including Journal of Global Fashion Marketing, Journal of Consumption Culture, The Journal of Extension and International Journal of Marketing Studies. He has also presented his work internationally at conferences in the U.S., Italy, South Korea and beyond, earning recognition such as a best oral presentation award from the Korean Society of Clothing and Textile. Lee’s research methods span traditional quantitative analysis, big data techniques, and qualitative interviews, allowing him to tackle emerging questions in retail innovation.

Before transitioning to academia, Lee held roles in social media marketing and customer experience with companies in the U.S., Germany and South Korea. These professional experiences complement his academic work and provide valuable industry insights that inform his teaching and research.

Honors / Awards

• Best Special Oral Presentation Award, Korean Society of Clothing and Textile (2024)
• Ruby McKeel Rives Scholarship, University of Tennessee (2022-2024)
• Graduate Student Fellowship, University of Tennessee (2021, 2024)
• Eloise and George Eckler Graduate Fellowship (2023)
• Summer Graduate Research Award, University of Tennessee (2022)
• Connie Colburn Memorial Scholarship, South Dakota State University (2018)
• Dean’s List Honors, South Dakota State University (2016-2018)

Research Interests

• Sustainable consumption
• Consumer experience
• Retail technology-driven consumer behavior
• Quantitative, qualitative and big data methodologies

Teaching

• RETL 485 – Multi-National Retailing

Professional Affiliations

• International Textile and Apparel Association (ITAA)
• Global Fashion Management Conference (GFMC)
• American Collegiate Retailing Association (ACRA)

Publications

Lee, Y., & Lim, H. (2024). Visual rhetoric within customer reviews and its effects in online apparel rental services: The role of regulatory focus and consumer motivations. Journal of Global Fashion Marketing, 16(3), 279-294. https://doi.org/10.1080/20932685.2025.2451835
Lee, Y., Ha, S., Jeong, S. W., & Park, J. S. (2024). Personalized technology services for in-store shopping. Journal of Consumption Culture, 27(3), 1-20.
Lee, Y., Sneed, C., & Childs, M. L. (2024). Understanding consumer belief of locavorism on food consumption at farmers’ markets: Implications for extension professionals. The Journal of Extension, 62(3). https://doi.org/10.34068/joe.62.03.01
Lee, Y., & Watchraversringkan, K. (2022). How to promote eco-apparel? Effects of eco-labels and message framing. International Journal of Marketing Studies, 14(2), 69-82. https://doi.org/10.5539/ijms.v14n2p69