Saerom Lee is Assistant Professor of Marketing at the University of Texas at San Antonio. She received her doctorate in Marketing from the Smeal College of Business at the Pennsylvania State University. Her research interests include the role of identity, social influence and social motivations in consumer perceptions and decisions. Her papers have been published in the Journal of Consumer Research. She received research awards from Academy of Marketing Science (2015), American Marketing Association (2015), Society for Consumer Psychology (2013), and Fordham Behavioral Pricing Center (2012).