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Hyeong-Tak Lee

Assistant Professor

Current Positions

  • Assistant Professor, Marketing

Education

  • PhD in Marketing, University of North Carolina at Chapel Hill
  • MS in Statistics, Ohio State University
  • BBA, Korea University

Research Interests

  • Product warranty
  • Product recall
  • Financial decision making
  • Causal inference with machine learning
  • Interpretable machine learning
  • Structural econometric models

Selected Awards & Honors

  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2023
  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2020
  • Old Gold Fellowship - University of Iowa, 2018
  • Fellow - AMA-Sheth Doctoral Consortium, 2016
  • Suzanne Levy Summer Research Fellowship - University of North Carolina, 2016

Professional Memberships

  • American Marketing Association
  • INFORMS Society for Marketing Science

Selected Publications

  • Lee, H. & Venkataraman, S. (In Press). (2021). A Reference-Dependent-Preferences-Based Model of Extended Warranty Purchase Decisions. Journal of Marketing Research. forthcoming. DOI: 10.1177%2F00222437211056911.

Selected Presentations

  • "Investigating The Competitive Effect Of Product Recall On The Purchase Of Extended Warranty," Accepted Speaker at INFORMS ISMS Marketing Science Conference, June 2023.
  • "A Reference-Dependent-Preferences-Based Model of Extended Warranty Purchase Decisions," Accepted Speaker at American Marketing Association Marketing and Public Policy Conference, June 2021.
  • "A Reference-Dependent-Preferences-Based Model of Extended Warranty Purchase Decisions," Accepted Speaker at INFORMS ISMS Marketing Science Conference, June 2021.
  • "A Reference-Dependent-Preferences-Based Model of Extended Warranty Purchase Decisions," Accepted Speaker at European Marketing Academy (EMAC) Conference, May 2021.
  • "Diffusion of Successive Generations of Higher Education Products Across Countries," Accepted Speaker at INFORMS ISMS Marketing Science Conference, Rome, Italy, June 2019.
  • "Diffusion of Multi-generation Higher Education Products Across Countries," Accepted Speaker at Journal of Marketing Research Special Issue Conference on Education and Marketing, Iowa City, Texas, February 2019.
  • "Driving the Drivers," Accepted Speaker at INFORMS ISMS Marketing Science Conference, Atlanta, Georgia, June 2014.
  • "Empirical Generalization of Private Label Market Share," Accepted Speaker at INFORMS ISMS Marketing Science Conference, Houston, Texas, June 2011.

Selected Grants & Contracts

  • Lee, H. (Principal Investigator). CIBER Research Grant. University of North Carolina at Chapel Hill. Funded. January 2013 - December 2013.

Working Papers

  • Kim, S., Gruca, T., & Lee, H. (2021). Using the Interpretable Machine Learning to Understand Consumer Credit Scores.
  • Ozturk, C. & Venkataraman, S. (2024). Investigating The Competitive Effect Of Product Recall On The Purchase Of Extended Warranty.
  • Lee, H., Lim, B., Janakiraman, R., Rishika, R., & Haws, K. L. (2023). Investigating The Effect of Time of Day on Consumers’ Purchase of Healthy Versus Unhealthy Food Products.
  • Lee, H. & Venkataraman, S. (2021). How Do Changes to Manufacturer-Backed Warranties Impact Demand for Extended Warranties?
  • Lee, H. & Venkataraman, S. (2021). Diffusion of Successive Generations of Higher Education Products Across Countries.
  • Lee, H., Venkataraman, S., & Ozturk, C. (2017). How Does TV Advertising Impact Brand Exploration Online?

Editorial & Review Activities

  • Referee/Reviewer, Journal of Marketing, 2023-24.
  • Referee/Reviewer, Journal of Marketing Research, 2023-24.