Strategic communication students at the Edward R. Murrow College of Communication benefit from Yoon-Joo Lee’s strong academic and professional background.

She earned her doctorate and master’s degrees from the University of Tennessee-Knoxville in information science and communication with an emphasis on advertising.

Her research focuses on how consumers make sense of messages and on race and ethnicity issues in health communication. She also conducts research on corporate social responsibility, advertising, and public service announcements.

Yoon-Joo Lee shares her knowledge and research history with undergraduate students in Media Planning, as well as in the Consumer Insights and Branding course. She also teaches the graduate-level class, Advertising and Society.


2018    Top Paper in Advertising Division (Special Session), AEJMC, Washington D.C.

2012    Top-Paper Award in Business Communication, National Communication Association.


Lee, Y-J & Haley, E. (forthcoming), Effect of value orientations on consumer responses to CSR advertising across generations, Journal of Advertising Research [SSCI Impact Factor: 2.328, Thomson Reuters]

Lee, Y-J, O’Donnell, N.* & Hust, S. (forthcoming), Interaction Effects of System Generated Information and Consumer Skepticism: An Evaluation of Issue Support Behavior in CSR Twitter Campaigns, Journal of Interactive Advertising.

Yoon, H-J & Lee, Y-J. (forthcoming) Gender differences in arousal priming effects on humor advertising, International Journal of Advertising [SSCI Impact Factor: 2.494, Thomson Reuters]

Chen, H. & Lee, Y-J. (2018). Is Snapchat a good place to advertise? How media characteristics influence young consumers’ receptivity of snapchat advertising, International Journal of Mobile Communications, 16(6), 697-714 [SSCI Impact Factor: .91, Thomson Reuters]

Lee, Y-J & Haley, E. (2018). Role of variability in cultural dimensions across generations in the context of CSR advertising in an East Asian market. International Journal of Advertising, [SSCI], published online. [SSCI Impact Factor: 2.494, Thomson Reuters]

Lee, Y-J., Yoon, H.J., & O’Donnell, N.* (2018). The effects of information cues on perceived legitimacy of corporate social responsibility initiatives on social networking sites, Journal of Business Research, 83, 202-214 [SSCI Impact Factor: 3.354, Thomson Reuters]

Lee, Y-J & Chen, H. (2018). Perception toward the role of smartphone through the lens of Asian American moms, Mobile Media & Communication, Published Online, [SSCI Impact Factor 1.622, Thomson Reuters]

Zhao, W.* & Lee, Y-J. (2018). The Moderating Effects of Status-Consumption Motive and Age in the Relationship of CSR Advertising Appeal Type and Purchase Intentions, Journal of Promotion Management, Published Online. [Scopus CiteScore: 0.65, RG Journal Impact: 0.77]

Lee, Y-J. (2017). How Do Self-Values Play a Role in Consumer Perception of CSR Advertising?: The Moderated Mediation Effect of Self-Referencing, Journal of Advertising Research, 57(4), 422-435 [SSCI Impact Factor: 2.328, Thomson Reuters]

Lee, Y-J. (2017). Can Asian models be effective to White American consumers in values advocacy ads?: the implications of collectivistic self-construal as a self-motive in the context of values advocacy ads, Journal of Current Issues and Research in Advertising, 38(1), 75-91. [Scopus CiteScore: 0.82, RG Journal Impact: 0.61]

Lee, Y-J & Ahn, H. (2017) The Interaction Effects of Social Norms and Dissatisfaction toward Drinking on Binge Drinking Prevention Facebook Engagement. Journal of Promotion Management, 23(6), 813-833. [Scopus CiteScore: 0.65, RG Journal Impact: 0.77]

Lee, Y-J., Haley, E., & Yang, K. (2017). The role of organizational perception, perceived consumer effectiveness and self-efficacy in recycling advocacy advertising effectiveness, Environmental Communication. [SSCI Impact Factor: .803, Thomson Reuters]

Lee, Y-J & Kim, S. (2017). How do racial minority consumers process a model race cue in CSR advertising? A comparison of Asian and White Americans, Journal of Marketing Communications, 1-21, [Scopus CiteScore: 1.62, RG Impact Factor: .90]

Lee, Y-J. (2017). Costly signaling, Asian Americans and the role of ethnicity in the willingness to pay more for socially-responsible products, Journal of Promotion Management, 23(2), 277-302. [Scopus CiteScore: 0.65, RG Journal Impact: 0.77]