(since 2004)
1. Williams, Jerome D., Lee, Wei-Na and Haugtvedt, Curt (Eds.) (2005), Diversity in Advertising. Lawrence Erlbaum & Associates Publisher. Mahwah, New Jersey. (Nominated for 2005 Hamilton Book Awards, University of Texas at Austin)
2. Williams, Jerome D., Lee, Wei-Na and Henderson, Geraldine R. (under review), "Diversity Issues in Consumer Psychology," in Curt Haugtvedt, Paul Herr and Frank Kardes (Eds.), Handbook of Consumer Psychology. Mahwah, New Jersey: Lawrence Erlbaum & Associates Publisher.
3. Lee, Wei-Na, La Ferle, Carrie and Williams, Jerome D. (2005), "Diversity in Advertising: A Summary and Research Agenda," in Jerome D. Williams, Wei-Na Lee and Curt Haugtvedt (Eds.), Diversity in Advertising (pp. 3-20). Mahwah, New Jersey: Lawrence Erlbaum & Associates Publisher.
4. Lee, Wei-Na, La Ferle, Carrie and Tharp, Marye (2005), "Ethnic Influences on Communication Patterns: Word-of-Mouth, Traditional and Non-traditional Media Usage," in Jerome D. Williams, Wei-Na Lee and Curt Haugtvedt (Eds.), Diversity in Advertising (pp. 177-200). Mahwah, New Jersey: Lawrence Erlbaum & Associates Publisher.
1. La Ferle, Carrie, and Sejung Marina Choi (2005), "The Importance of Credibility over Celebrity in South Korean Advertising," Journal of Current Issues & Research in Advertising, 27 (2), 67-81.
2. Sung, Yongjung and Spencer Tinkham (2005), "Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors," Journal of Consumer Psychology, 15(4), 334-350.
3. La Ferle, Carrie and Lee, Wei-Na (2005), "Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions," Journal of Advertising Research, 45(1), 140-153.
4. Lee, Wei-Na and Choi, Sejung Marina (2005), "The Role of Horizontal and Vertical Individualism and Collectivism in Online Consumers' Response toward Persuasive Communication on the Web," Journal of Computer-Mediated Communication, 11(1), http://jcmc.indiana.edu/vol11/issue1/wnlee.html.
5. Krugman, Dean M., William Quinn, Yongjun Sung, and Margaret Morrison (2005), "Understanding the Role of Cigarette Promotion and Youth Smoking in a Changing Marketing Environment," Journal of Health Communications, 10 (3), 261-278.
6. Choi, Sejung Marina, Lee, Wei-Na and Kim, Heejun (2005), "Lessons from the Rich and Famous: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising," Journal of Advertising, 34(2), 91-105. (Nominated for The University Cooperative Society's 2006 Research Excellence Award for Best Research Paper, University of Texas at Austin)
7. Lee, Wei-Na, Yun, TaiWoong and Lee, Byung-Kwan (2005), "The Role of Involvement in Country-of-Origin Effects on Product Evaluation: Enduring and Situational Involvement," Journal of International Consumer Marketing, 17(2 & 3), 51-72.
8. Choi, Sejung Marina, and Carrie La Ferle (2004), "Convergence across American and Korean Young Adults: Socialization Variables Indicate the Verdict is Still Out," International Journal of Advertising, 23 (4), 479-506.
1. Lee, David Taejun, Yongjun Sung, and Sejung Marina Choi (2008), “Consumers’ Perceptions of Product Placement in Movies and Television: Korea and the United States,” Proceedings of the 2008 American Academy of Advertising Conference (in press).
2. Jong-Hyuok Jung & John Leckenby (2007) Attitude toward Mobile Advertising Acceptance and Behavior Intention: Comparison Study of Korea and U.S., American Academy of Advertising, Asia-Pacific Conference, May 31- June 2, 2007.
3. Choi, Sejung Marina, Yoojung Kim, and Dongyoung Sohn (2007), "Use of Social Networking Websites: A Comparison between American and Korean College Students", in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising.
4. Sung, Yongjun and Spencer F. Tinkham (2007), "The Role of Self Congruity in Persuasion: A Cross-Cultural Study of the Impact of Self-Concept and Brand Personalityon Brand Evaluations," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
5. Sung, Yongjun, Jooyoung Kim, and Jonghyuok Jung (2007), "Consequences of Brand Personality on Consumer Behavior: A Study of Korean Consumers,"in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
6. Lee, Wei-Na, Choi, Sejung Marina and Tsai, Wanhsiu Sunny (2007), "Celebrity Advertising in Japan and Korea: Doing It the Asian Way," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
7. Yun, TaiWoong, Kim, Yeo Jung and Lee, Wei-Na (2007), "The Moderating Role of Consumer Ethnocentrism in the Country-of- Origin Phenomenon," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
8. Lee, Jin Kyun and Lee, Wei-Na (2007), "Country of Origin and Brand Familiarity in Consumer Product Evaluation: The Strategic Brand Alliance Perspective," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
9. Zhang, Jie and Lee, Wei-Na (2007), "Changing Consumer Media Repertoire in China: The Role of Blogs," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
10. Lee, Wei-Na, Choi, Sejung Marina and Sung, Yongjun (2007), "Rethinking Cross-Cultural Comparisons in International Advertising Research," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
11. Windels, Kasey and Lee, Wei-Na (2007), "An Exploration into the Representation of Female Creatives in Today's Advertising Agencies," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
12. Sung, Yongjun and Spencer F. Tinkham (2007), "Self Congruity versus Situation Congruity: A Cross-Cultural Study of Self-Concept, Brand Personality, and Situational Cues in Persuasion," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
13. Kim, Yeo Jung and Lee, Wei-Na (2007), "Ethnicity, Philanthropy and Communication Appeals: A Cross-Cultural Study Comparing Anglo and Asian Americans," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
14. Lee, Jin Kyun and Lee, Wei-Na (2007), "Country-Of-Origin Effects on Consumer Product Evaluation and Purchase Intention: The Moderating Role of Objective vs. Subjective Knowledge," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
15. Zhang, Jie, Tsai, Wanhsiu Sunny and Lee, Wei-Na (2007), "Cross-Cultural Comparisons of U.S. and Chinese Corporate Websites," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
16. Lee, Wei-Na and Tseng, Eliana (2006), "Food Advertising to Children: A Content Analysis Study of Television Commercials in Top Rated Tweens' Programs," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (pp. 140-149). American Academy of Advertising.
17. Tsai, Wan-Hsiu and Lee, Wei-Na (2006), "Between and Within Culture Variations of Cultural Value Orientations Reflected in Television Commercials: An Exploratory Study of China and the United States," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (pp. 93-102). American Academy of Advertising.
18. Yun, TaiWoong, Lee, Byung-Kwan and Lee, Wei-Na (2006), "Is High Situational Involvement Always Resistant to the Utilization of COO Cues? Joint Function of Situational Involvement and Product Knowledge," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (p. 35). American Academy of Advertising.
19. Lee, Wei-Na, La Ferle, Carrie and Edwards, Steve (2005), "To Standardize or to Localize? Media Use and Attitudes toward Advertising in China, Taiwan, and the United States," in Hong Cheng and Kara Chan (Eds.), Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising (p. 36) American Academy of Advertising.
20. Lee, Wei-Na and Tseng, Eliana (2005), "Betcha can't eat just one": An Analysis of the Nutritional Content of Primetime Television Food Commercials," in Carrie La Ferle (Ed.), Proceedings of the 2005 Conference of the American Academy of Advertising (pp. 189-198). American Academy of Advertising.
21. Tsai, Wan-Hsiu and Lee, Wei-Na (2004), "Gay Male Audiences' Responses to Gay Stereotypes in Advertising," in Pat Rose (Ed.), Proceedings of the 2004 Conference of the American Academy of Advertising (pp. 170-177). American Academy of Advertising.
