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, and Aric Rindfleisch, “The Impact of Delegating to AI on Consumer-Brand Relations,” under 2nd round review, at Journal of Consumer Psychology. (Dissertation Essay 1).
Lee, Erica J. H., Maria A. Rodas, Hyun Euh, and Shih-Chun (Daniel) Chin, “Shaping the Algorithm: Bicultural Consumers and the Pursuit of Cultural Inclusion in AI Systems,” revise and resubmit, 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).
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 Behavior.
Lee, Erica J. H. and Yafei Guo, "How Do Religiosity Cues Influence Assumptions About Consumer Technology Preferences? Unpacking the Religious-Tech Aversion Stereotype," 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.
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.