Chan Jean is a 5th year PhD student in Marketing at the Haas School of Business, UC Berkeley.
Previously she earned her M.S. from the School of Information, UC Berkeley and received M.A. and B.A from Consumer Studies, at Seoul National University, Korea.


Research Interests

Role of Emotion on Judgment and Decision Making

• Financial Decision Making
• Aesthetic Judgment
• Interpersonal Relationships



Chan Jean Lee and Eduardo B. Andrade, "Fear, Social Projection, and Financial Decision Making," Journal of Marketing Research, Forthcoming.

Abstract: The number of individual investors who trade stocks online has significantly increased in recent years. Surprisingly, consumer researchers have paid little attention to how emotions influence individual investors' stock-trading decisions. In a series of three experiments, the authors investigate the impact of incidental fear on the decision to sell in a stock market simulation. The results show that fearful (vs. control) participants sell their stock earlier (Experiments 1–3). This effect, however, is contingent on particular features of the market. Fear leads to early sell-off when the value of the stock is peer generated but not when the value of the stock is computer generated (Experiment 2). Early sell-off as a result of incidental fear also occurs when participants believe their risk attitude is common in the market but not when they believe their risk attitude is unique (Experiment 3). Social projection—that is, people's tendency to rely on their current state of mind to estimate other people's actions—explains the phenomenon.


Manuscript under Review

Chan Jean Lee and Eduardo B. Andrade, and Stephen Palmer, "How Emotions Influence Color Preference" Invited to revise and resubmit to Journal of Consumer Research

Abstract: This paper examines how an individual's emotional state influences his or her preferences for colors which have either congruent or incongruent emotional tones. Based on the emotion literature, three alternative hypotheses are contrasted: emotion-judgment congruence, emotion-target congruence, and emotion-target incongruence. Evidence of emotion-target congruence is observed (Experiments 1 and 2). This effect, however, is moderated by emotion specificity and the type of colored object. Attitudinal commitment is proposed as the key underlying mechanism. When the negative emotional reaction reflects a committed (vs. not-committed) attitude toward the situation, the emotion-target congruence (vs. incongruence) effect occurs (Experiment 3). Similarly, emotion-target congruence takes place (vs. disappears) when the colored object signals (vs. does not signal) people's attitudes and tastes (Experiment 4). The paper concludes with a discussion on how the proposed mechanism can explain part of the inconsistencies previously observed in the emotion and aesthetics literature.


Work in Progress

• The Power of Synchrony in Interpersonal Interactions (with Eduardo B. Andrade and Dan Ariely)

Abstract: Information technology allows asynchronous interactions between people (e.g., respond to an email later, posting a comment online, etc.). To examine how people make interpersonal decisions in asynchronous environments, we relied on a dictator game where a sender splits a pie and makes an offer to a receiver. To examine how technology affects interpersonal decisions, participants could see one another through a webcam. Asynchrony was manipulated by varying the timing of webcam exposure (during vs. before the sender’s decision time; Experiment 1) or the webcam interactivity (one-way vs. two-way webcam; Experiment 2). Results so far show that as synchrony reduces so does the sender’s size of the offer to the receiver. Senders offered less to receivers when they had seen (vs. were seeing) the receiver at the time of the decision (Experiment 1). Likewise, after all participants had seen their partners for a brief period of time (to control for reputation effects), senders made higher offers to receivers when, at the time of the decision, they were seeing their partner and knew they were being observed (two-way webcam) than when they were seeing their partner and knew they were not being observed (one-way webcam, Experiment 2). Together, the results show that people care less about others without synchrony in the interaction.

• Reappraising the Affective Signal: When Fear Promotes Risk-Taking (with Eduardo B. Andrade) – 1 study completed

• The Psychological Value of Online Ratings (with Priya Raghubir) – 4 studies completed

• On Being Inspired (with Clayton Critcher) – 1 study completed

• Embodied Distance Estimation (with Leif Nelson and Robyn LeBoeuf) 2 studies completed


Industry Experiences

Associate Researcher, New Product Development Process Team
Samsung Electronics, Korea, 2002-2004

Search Engine Consultant
Google, CA 2001

Contact Information

Haas School of Business – F501
University of California, Berkeley
Berkeley, CA 94720-1900