Assistant Professor, School of Business
Dr. Wingate earned her doctorate in Marketing at the Leonard N. Stern School of Business, New York University. Her research focuses on consumer behavior involving negative emotions in pharmaceutical domains. She has published in top 30 journals in the Marketing discipline, including Marketing Letters, Psychology & Marketing, and Journal of Marketing Theory and Practice. Based on her expertise in Direct-to-Consumer Advertising of prescription drugs, as published in the International Journal of Pharmaceutical and Healthcare Marketing, she has been invited to consult United States Food and Drug Administration. In the last ten years, Dr. Wingate has taught Principles of Marketing, Marketing Strategy, Consumer Behavior, Advertising Management, Brand Management, Marketing Research, and International Marketing at New York University, Rutgers University, and Fairfield University. At UB’s Trefz School of Business, she will teach Marketing Research and Multinational Marketing and lead the Marketing Department as Chair.
Ph.D., New York University, 2004
M. Phil., New York University, 2002
MBA, Seoul National University, 1998
BBA, Seoul National University, 1996
MKTG505 Marketing and Research Methods
MKTG342 Multinational Marketing
MKTG205 Marketing Principles
MKTG306 Consumer Behavior
MKTG307 Integrated Brand Promotion
MKTG505 Marketing and Branding
MKTG515 Customer Insight
SOOYEON NIKKI LEE-WINGATE (2015), “FAIRNESS MANAGEMENT: CHINA, TAIWAN, JAPAN, & SOUTH KOREA” in Bang Nguyen and Chris Rowley (Eds.), ETHICAL AND SOCIAL MARKETING IN ASIA, Elsevier. BANG NGUYEN, SOOYEON NIKKI LEE-WINGATE, AND LYNDON SIMKIN (2015), “THE CUSTOMER RELATIONSHIP MANAGEMENT PARADOX: FIVE STEPS TO CREATING A FAIRER ORGANISATION,” Social Business.
SOOYEON NIKKI LEE-WINGATE, JAE YUN MOON, AND MOUSUMI BOSE (2014), “THE INFLUENCE OF MORTALITY FOCUS ON GUILT ADVERTISING EFFECTIVENESS,” Journal of Marketing Theory and Practice, Vol. 22 No. 1, pp.103-114.
MOUSUMI BOSE, JUDITH ANNE GARRETSON FOLSE, AND SOOYEON NIKKI LEE-WINGATE (2013), “ENHANCING THE INFLUENCE OF DISTAL PRIMES ON CREATIVITY: THE ROLE OF CONTEXTUAL AND PERSONAL VARIABLES,” Journal of Marketing Theory and Practice, Vol. 21 No. 4, 351-370.
SOOYEON NIKKI LEE-WINGATE AND YING XIE (2013), “THE INFLUENCE OF THE NUMBER OF PRESENTED SYMPTOMS IN PRODUCT-CLAIM DIRECT-TO-CONSUMER ADVERTISING ON BEHAVIORAL INTENTIONS,” International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 3, pp. 265-284.
SOOYEON NIKKI LEE-WINGATE AND KIM P. CORFMAN (2011), “THE EFFECT OF EMOTIONAL DISCLOSURE ON CONSUMER FAIRNESS PERCEPTIONS,” Psychology & Marketing, Vol. 28 No. 9, pp. 897-908.
SOOYEON NIKKI LEE-WINGATE (2011), “Managing Consumer Fairness Perceptions to Increase Lifetime Customer value,” in R. Srinivasan, & L. McAlister (Eds.), Marketing Theory and Applications: American Marketing Association Winter Educators’ Conference Proceedings, Vol. 22, pp. 183-193, Austin, TX: American Marketing Association. [FULL PAPER]
SOOYEON NIKKI LEE-WINGATE AND YING XIE (2010), “CONSUMER PERCEPTIONS OF PRODUCT-CLAIM VS. HELP-SEEKING DTCA (DIRECT-TO-CONSUMER ADVERTISING),” International Journal of Pharmaceutical and Healthcare Marketing, Vol.4 No. 3, pp 232-246.
SOOYEON NIKKI LEE-WINGATE AND KIM P. CORFMAN (2010) “A LITTLE SOMETHING FOR ME AND MAYBE FOR YOU, TOO: PROMOTIONS THAT RELIEVE GUILT,” Marketing Letters, Vol. 21 No 4 pp 385-395.
Honors and Awards:
Research Award, Fairfield University, Dolan School of Business, 2013, 2012, 2009, 2008
Research Award, Blanche and Irwin Lerner Center for Pharmaceutical Management Studies, Rutgers University, 2006
Excellence in Teaching Award, New York University Stern School of Business, 2004