Ph.D. Candidate in Business Administration (Marketing)
University of Illinois Urbana-Champaign, IL
Korea University, Seoul, South Korea
Master of Science in Marketing
University of British Columbia, Vancouver, Canada
Bachelor of Arts in Sociology (Minor: History)
Lee, Erica J.H., Aric Rindfleisch, and Praveen K. Kopalle (2025), "Innovation in the sharing economy: Examining Uber's transformation," Journal of Product Innovation Management, 42(5), 822-849. [Link]
Recognized as a Wiley Top Viewed Article, 2025.
Featured in Gies College of Business: When Disruption Grows Up: Examining Uber’s shift from radical startup to mature firm
Rindfleisch, Aric, Myoung Kim, and Erica J. H. Lee (2024), "AI as a Convivial Tool," Journal of Macromarketing, 44(4), 920-927. [Link]
Featured in Gies College of Business: Rethinking AI through the lens of empowerment
Lee, Erica J. H., Maria A. Rodas, Hyun Euh, and Shih-Chun (Daniel) Chin, Bicultural Consumers and Cultural Inclusion in AI Systems †, under-second round review, at Journal of the Association for Consumer Research.
Lee, Erica J. H., Aric Rindfleisch, and Maria Rodas, “Erasure in the Marketplace: Transhumanist Worldviews and Dehumanization of Human Workers in the AI-driven Economy,” preparing manuscript for Journal of Marketing. (Dissertation Essay 2).
Lee, Erica J. H., Maria A. Rodas, and Aric Rindfleisch, “The Impact of Delegating to AI on Consumer-Brand Relations,” preparing manuscript for Marketing Letters. (Dissertation Essay 1).
Rodas, Maria, Hyun Euh, Carlos J. Torelli, Oscar Ybarra, Dov Cohen, Erica J. H. Lee, and collaborators across 30 countries, "Political Polarization and the Fragmentation of Cultural Consensus: Cross-National and Longitudinal Evidence," preparing manuscript for Nature Human Behaviour.
Lee, Erica J. H. and Yafei Guo, "For Me, But Not for You: Consumers’ Mispredictions of Religious-Tech Preferences," preparing manuscript for Journal of Consumer Research.
Hayden Noel and Erica J. H. Lee, "The Impact of Fluency and Perceived Source on Confidence and Comprehension in AI-Generated Business Content," preparing manuscript for Journal of Consumer Psychology.
Featured in Gies College of Business: New research explores how AI changes what we think we know
Rodas, Maria, Jennifer Stoner, and Erica J. H. Lee (forthcoming), “Branding in the Digital Age.” In A. Dukes, D. Sokol, T. Sun, and F. Zhu (Eds.), Cambridge University Press Handbook on Digital Platforms.