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政經系

Yu-Kang Lee

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Yu-Kang Lee,

Professor

Office

SS 4009

Extension

5590

Education

Ph.D. in Social Policy, University of Edinburgh, United Kingdom

Email

yklee@mail.nsysu.edu.tw

Areas of Expertise

Political Advertising/ Communication、Social Marketing
Social Policy/Welfare、NPO Advertising

 

 

 

 

 

 

Journal Articles

  1. Wang, C.C., Lee, Y.K., Lin, H.H. (2026, Jan). Partisan emotions and government trust: Taiwan's COVID-19 experience. Asian Politics & Policy, Volume18, Issue1 January 2026 e70058. NSTC 113-2410-H-110-067-SS2. Corresponding author.
  2. Lee, H. C., *Chang, C. T., Lee, J. L., Chang, C. H., & Lee, Y. K. (2024, Jul). Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness.. International Journal of Advertising, 43(7), 1280-1311. .
  3. Chang, C. T., Lee, H. C., Lee, Y. K., & Wang, T. P. (2023, Sep). I Doubt It Works!” the negative impacts of anthropomorphizing healthcare product. Journal of Business Research, 164, 114008.. (SSCI, 10/306, Business). Corresponding author.
  4. Chang, C. T., Cheng, Z. H., Lee, Y. K., & Chang, C. H. (2023, Jan). A close look at research on pursuing the right formula for cause-related marketing advertising. International Journal of Advertising, 42(1), 96-108.. (SSCI, 6/96, Communication). Corresponding author.
  5. Chun-Tuan Chang, Hsiao-Ching Lee & Yu-Kang Lee (2022, Dec). Are Consumers Moved by a Crying Tree Or a Smiling Forest? Effects of Anthropomorphic Valence and Cause Acuteness in Green Advertising. Journal of Advertising Research (SSCI), 62(4), 367-384. (SSCI, 50/96, Communication). Corresponding author.
  6. Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, and Hui-Wen Chang (2021, Apr). How to Use a Spokesperson’s Smile Effectively Smile Intensity, Consumer Self-Construal, And Brand Relationship Determine Ad Effectiveness. Journal of Advertising Research (SSCI), 61(4), 436-455. Corresponding author.
  7. Cheng, Z. H., Chang, C. T., & Lee, Y. K. (2020, Jan). Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: the roles of environmental involvement and locus of control. Review of Managerial Science (SSCI), 14 (1), pp.61-85. Corresponding author.
  8. Chun-Tuan Chang, Yuan-Ciao Wu, Yu-Kang Lee, and Xing-Yu Chu (2018, Mar). Right Metaphor, Right Place: Choosing a Visual Metaphor Based on Product Type and Consumer Differences. International Journal of Advertising (SSCI), 37(2), 309-336. Corresponding author.
  9. Lee, Y.-K., Chang, C.-T., Cheng, Z.-H., Lin, Y. (2018, Feb). How Social Anxiety and Reduced Self-Efficacy Induce Smartphone Addiction in Materialistic People. Social Science Computer Review (SSCI), 36(1), pp.36-56. First author.
  10. Yu-Kang Lee, Chun-Tuan Chang, & Pei-Chi Chen (2017, Dec). What Sells Better in Green Communications: Fear or Hope?. Journal of Advertising Research (SSCI), 57(4), 379-396. (SSCI). NSTC 100-2410-H-110-031. First author.
  11. Chun-Tuan Chang, , Yu-Kang Lee, & Zhao-Hong Cheng (2017, Apr). Baby face wins? Examining election success based on candidate election bulletin via multilevel modeling. Asian Journal of Social Psychology （SSCI）, 20（2), 97-112. (SSCI). NSTC 101-2410-H-110-030-MY3. Corresponding author.
  12. Yu-Kang Lee, Chun-Tuan Chang, You Lin, Zhao-Hong Cheng (2016, Sep). Heads-Down Tribes Across Four Asian Countries: Antecedents of Smartphone Addiction. International Journal of Mobile Communications (SSCI), 15(4), 414-436. (SSCI). First author.
  13. Yu-Kang Lee, Chun-Tuan Chang, and Zhao-Hong Cheng, and You Lin (2016, Jan). Helpful-Stressful Cycle? Psychological Links Between Type of Mobile Phone User and Stress. Behaviour & Information Technology (SSCI), 35(1), 75-86. (SSCI). First author.
  14. Yu-Kang Lee (2014, Mar). Gender Stereotypes as a Double-Edged Sword in Political Advertising: Persuasion Effects of Campaign Theme and Advertising Style. International Journal of Advertising (SSCI), 33(2), 203-234. (SSCI). NSTC 98-2410-H-110-012-MY2. First author and corresponding author.
  15. Yu-Kang Lee, Chun-Tuan Chang, You Lin and Zhao-Hong Cheng (2014, Jan). The Dark Side of Smartphone Usage: Psychological Traits, Compulsive Behavior and Technostress. Computers in Human Behavior (SSCI), 31, 373-383. (SSCI). First author.
  16. Yu-Kang Lee (2013, Jun). Babyfacedness, Sex of Face Stimulus, and Social Context in Face Perception and Person Evaluation. Psychological Reports (SSCI), 112(3), 800-817. (SSCI). NSTC 101-2410-H-110-030-MY3. First author and corresponding author.
  17. Yu-Kang Lee (2013, May). The Influence of Message Appeal, Environmental Hyperopia and Environmental Locus of Control on Green Policy Communication. Social Behavior and Personality (SSCI), 41(5), 731-738.. (SSCI). NSTC 100-2410-H-110-031. First author and corresponding author.
  18. Yu-Kang Lee and Chun-Tuan Chang (2011, Dec). Missing ingredients in political advertising: The right formula for political sophistication and candidate creditability. The Social Science Journal(SSCI), 48(4), pp. 659-671. (SSCI). NSTC 98-2410-H-110-012-MY2. First author and corresponding author.
  19. Chun-Tuan Chang, Yu-Kang Lee (2011, Aug). The "I" of the Beholder: The Impacts of Gender Differences and Self-Referencing on Charity Advertising. International Journal of Advertising (SSCI), 30(3), 447-478. (SSCI). Corresponding author.
  20. Chun-Tuan Chang, Yu-Kang Lee (2010, Mar). Effects of Message Framing, Vividness Congruency, and Statistical Framing on Responses to Charity Advertising. International Journal of Advertising (SSCI), vol.29, no.2, pp. 195-220. (SSCI). NSTC 94-2414-H-324-001. Corresponding author.
  21. Yu-Kang Lee* & Chun-Tuan Chang (2010, Jan). Framing Public Policy: The Impacts of Political Sophistication and Nature of Public Policy. The Social Science Journal (SSCI), vol. 47, no.1, pp.69-89. (SSCI). NSTC 96-2414-H-110-004. First author.
  22. Chun-Tuan Chang, Yu-Kang Lee* (2009, Dec). Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal. Journal of Applied Social Psychology (SSCI), vol. 39, no.12, pp.2910-2935. (SSCI). Corresponding author.
  23. Yu-Kang Lee*, Chun-Tuan Chang (2008, Dec). A Social Landslide: Social Inequalities of Lottery Advertising in Taiwan. Social Behavior and Personality (SSCI), 36(10), 1423-1438. (SSCI). NSTC 94-2412-H-110-002. First author and corresponding author.
  24. Yu-Kang Lee*, Chun-Tuan Chang (2008, Mar). Intrinsic or Extrinsic? Determinants Affecting Donation Behaviors. International Journal of Educational Advancement, 8(1), 13-24. (IngentaConnect). First author.
  25. Yu-Kang Lee and Chun-Tuan Chang (2007, Dec). Who Gives What to Charity? Characteristics Affecting Donation Behavior. Social Behavior and Personality (SSCI), 35 (9), pp. 1137-1180.. (SSCI). First author.
  26. Yu-Kang Lee (2005, Aug). New Government, New Language? The Third Way Discourse in Taiwan. Modern Asian Studies (SSCI), Vol.39, No. 3, pp. 631~660. (SSCI). First author and corresponding author.
  27. *Yu-Kang Lee, Chun-Tuan Chang (2005, Feb). The Social Impacts of the Public Welfare Lottery: An Empirical Study in Taiwan. Modern Asian Studies (SSCI), Vol. 39, No. 1, pp. 133-153. (SSCI). First author.

Research Projects

  • Principal Investigator, National Science Council Project (115-2410-H-110-053-): An Experimental Analysis of Comparative Sanctions Effectiveness under System Structure: Unilateral and Multilateral Coercion, Alliance Formation, and Strategic Responses.
  • Principal Investigator, National Science Council Project (113-2410-H-110-067-SS2), two-year project: The Role of Public Policy in Mitigating the Health, Economic, and Social Effects of the COVID-19 Pandemic: Taiwan as a Case Study.
  • Principal Investigator, National Science Council Project (111-2410-H-110-027-MY2), two-year project: Policy and Political Communication in Taiwan amid the Multiple Crises of COVID-19: Partisan Perceptions of Government Pandemic-Response Capacity, Framing Effects of Pandemic-Policy Plans, and the Affective Foundations of Political Support during the Pandemic.
  • Principal Investigator, National Science Council Project (107-2410-H-110-041-MY3), three-year project: The Effects of Candidates’ Physical Attractiveness, Perceived Competence, and Perceived Sociability on Election Outcomes: Theory, Evidence, and Cross-Cultural Comparison.
  • Principal Investigator, Ministry of Science and Technology Project (104-2628-H-110-002-MY3), three-year project: The Effects of Smiling on Election Outcomes: Theory, Evidence, and Cross-National Comparison.
  • Principal Investigator, National Science Council Project (101-2410-H-110-030-MY3), three-year project: The Effects of the Baby-Face Effect on Evaluations of Political Candidates and Election Outcomes.
  • Principal Investigator, National Science Council Project (100-2410-H-110-031-): The Effects of Message Appeals, Environmental Hyperopia, and Internal and External Locus-of-Control Beliefs on Environmental-Policy Communication: Theory, Evidence, and Model.
  • Principal Investigator, National Science Council Project (NSC 98-2410-H-110-012-MY2), two-year project: “Determinants of Political Judgments: Influences of Stereotypes on Candidates Evaluation and Election Outcomes”—the effects of voters’ stereotypes of candidates on election outcomes.
  • Principal Investigator, National Science Council Project (NSC 96-2414-H-110-004-): “Can Gender Make a Difference in Political Advertising? Theory, Practice and Modelling”—the effects of candidate gender and advertising focus on voters’ voting behavior: theory, evidence, and model.
  • FY 2007 (ROC 96) National Science Council subsidy for attending an international conference (grant no. NSC 96-2414-H-110-004-; subsidy amount: NT$50,000).
  • National Science Council Project Co-Principal Investigator (NSC 95-2416-H-390-005-) “Perfect Political Advertising: The Moderators of Political Sophistication and Candidate/Party Credibility” Voter political sophistication and candidate((party)credibility and its effects on political advertising
  • FY 2006 (ROC 95) subsidy from the China Foundation for the Promotion of Education and Culture for attending an international conference (award amount: US$1,500).
  • FY 2006 (ROC 95) National Science Council subsidy for attending an international conference (grant no. 95-2914-I-110-020-A1; subsidy amount: NT$50,000).
  • 2006 Travel Grant for International Scholars in the 2006 Annual Meeting of the American Political Science Association (Cash award US$ 600)
  •  Principal Investigator, National Science Council Project (NSC 94-2412-H-110-002-): “What Do We Know about the Advertising Effectiveness of the Public Welfare Lottery?” A comprehensive study of advertising effectiveness for Taiwan’s public-welfare lottery.
  •  FY 2005 (ROC 94) National Science Council subsidy for attending an international conference (grant no. 94-2914-I-324-011-A1; subsidy amount: NT$50,000).
  •  2005 Travel Grant for International Scholars in the 2005 Annual Meeting of the American Political Science Association (Cash Award US$ 800 plus accommodations at one of the three conference hotels)

Conference Papers

1. Chun-Tuan Chang, Yu-Kang Lee and Kuang-Hao Chen (2008), ‘The 〝I〞 of the Beholder: the Impacts of the Gender Differences and Self-referencing on Charity Advertising’, paper presented at the Association for Consumer Research Annual North American Conference, San Francisco, Ca., USA.

2. Yu-Kang Lee and Chun-Tuan Chang (2007), ‘Gender Electioneering: Issue versus Image Style and the Decision to Go Negative in Political Advertising’, paper presented at the annual meeting of American Political Science Association, Chicago, USA.

3. Yu-Kang Lee and Chun-Tuan Chang and Chyi-Lu Jang (2007), ‘Child Poverty Advertising: Are Charities Getting It Right?’, paper presented at American Sociology Association’s 102nd Annual Meeting (referred round-table section), New York City, USA.

4. Chun-Tuan Chang and Yu-Kang Lee (2007), “Framing Appealing Advertising – Are Charities Getting it Right?” paper accepted and will be presented in the in the not-for-profit marketing track of the 2007 Academy of Marketing Science World Marketing Congress, Verona, Italy.

5. Chun-Tuan Chang and Yu-Kang Lee (2007), “All Political Advertisements are Not Created Equal: Influences of Political Sophistication and Candidate Credibility on Political Advertising,” paper accepted and will be presented in the consumer behavior track of the 2007 Academy of Marketing Science World Marketing Congress, Verona, Italy.

6. Yu-Kang Lee and Chun-Tuan Chang (2006), “Do Political Sophistication and Candidate Credibility Matter to Political Advertising?” paper presented at the annual meeting of American Political Association, Philadelphia, USA.

7. Yu-Kang Lee and Chun-Tuan Chang (2006), “Social Inequalities of Lottery Advertising on Consumer Welfare,” paper presented in the annual meeting of American Sociological Association (round-table section), Montreal, Canada.

8. Yu-Kang Lee and Chun-Tuan Chang (2005), “Influences of Message Framing and Political Sophistication in Political Communication: An Experimental Study in Taiwan,” paper presented in the annual meeting of American Political Association, Washington, DC, USA.

9. Chun-Tuan Chang and Yu-Kang Lee (2005), “The Moderators of Statistical Formats of Product Efficacy and Graphical Display on Framing Message Effectiveness Relationship,” paper presented in Conference of European Association of Consumer Research, Gothenburg, Sweden.

10. Yu-Kang Lee and Chun-Tuan Chang (2004), “Influences of Message Framing and Political Sophistication in Political Communication: An Experimental Study in Taiwan,” paper presented in the Western Conference of the Association for Asian Studies, Seattle, USA.

11. Yu-Kang Lee (2004), “Discourse Analysis of the Third Way in Taiwan,” paper accepted by Asian Studies Conference Japan, Tokyo, Japan.

12. Yu-Kang Lee and Chun-Tuan Chang (2004), “Influences of Message Framing and Political Familiarity on Political Communication – An Experimental Study in Taiwan,” paper presented in the Midwest Conference on Asian Affairs, Minneapolis, USA.

13. Yu-Kang Lee and Chun-Tuan Chang (2003), “Social Welfare Effects of the Public Welfare Lottery: A Taiwanese Case,” paper presented in The New England Association for Asian Studies Conference, Boston, USA.

14. Yu-Kang Lee (2003), “The Third-Way Discourse Analysis in Taiwan,” paper presented in the Western Conference of the Association for Asian Studies, Phoenix, AZ, USA.

15. Yu-Kang Lee (2003), “New Government? New Language? ” paper presented in the New York Conference on Asian Studies, Buffalo, NY, USA

16. Yu-Kang Lee and Chun-Tuan Chang (2003), “The Welfare Effects of the Public Welfare Lottery: Evidence from Taiwan,” paper presented in Conference of Asian Studies on the Pacific Coast (ASPAC), Hawaii, USA.

17. Yu-Kang Lee (2003), “The Third Way Discourse in Taiwan,” paper presented in Conference of Asian Studies on the Pacific Coast (ASPAC), Hawaii, USA.