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Cindy Lee, PhD

Associate Professor

Professional Highlights

  • Worked as a sports marketer at Octagon Korea
  • Member of the organizing team for the 2001 World Taekwondo Championship
  • Research emphasis on fan behavior and decision-making


  • Ph.D., Sport Management, The Ohio State University
  • M.S., Sport Management, University of Texas at Austin
  • B.Ed., Physical Education, Seoul National University


  • Excellence in Research award, College of Applied Human Sciences, 2022
  • Excellence in Service award, College of Physical Education and Sport Sciences, 2021

Areas of Expertise

  • Consumer behavior
  • Spectator sports
  • Sponsorship mechanism
  • Factors on fans' decision-making

Research Interests

  • Fan behavior
  • Consumer decision-making
  • Sponsorship
  • Sports betting

Biographical Sketch

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.