Cindy Lee, PhD

Dr. Cindy Lee received her doctoral degree in sport management from the Ohio State University. Originally from South Korea, she currently works as an associate professor in the Department of Sport Sciences at West Virginia University. Her research interest lies in applying the principles of consumer behavior and psychology to the sport context, which helps understand and explain how and why sport consumers including participants, spectators, volunteers, and sport gamblers behave in certain ways. Understanding the underlying reasons provide the necessary knowledge to induce desirable sport consumer behaviors whether it is higher attendance, more volunteer participation, or more media following.