Lee, Hyun-Woo individual record
Assistant Professor

Dr. Hyun-Woo Lee is an Assistant Professor in the Sport Management Division. He received his Ph.D. at Florida State University with a certification in Measurement and Statistics. His research interests focus primarily in Human Emotion and Fan Behavior.

As an interdisciplinary researcher, Dr. Lee uses both psychometric and physiological evidences to better understand the sport consumer. His lab will open in 2019, equipped with EEG and eye tracking devices. Dr. Lee's work has been published in major sport management and marketing journals such as Journal of Sport Management, Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, and Journal of Travel Research.

Prior to his academic career, Dr. Lee was a race car driver and marketing manager of the Synchro-G Racing Team in South Korea. As a driver, he made multiple appearances on the podium in national races. As a manager, he attracted sponsors and established the integrated marketing communication solution for the team.

education and training
selected publications
Academic Articles28
  • Chiu, W., Shin, S., & Lee, H. (2017). Value Co-Creation in Fitness Centers. Shai Rozenes, .., & Yuval Cohen, .. (Eds.), Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry. (pp. 415-430). IGI Global.
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Conference Papers1
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mailing address
4243 TAMU;
College Station, TX 77843