W/Prof Julie Anne Lee
Winthrop Professor (on leave until February 2017)
Marketing (UWA Business School)
- Contact details
- Marketing (UWA Business School)
The University of Western Australia (M263)
35 Stirling Highway
CRAWLEY WA 6009
- +61 8 6488 2912
- +61 8 6488 1072
- BAppSc WACAE, MBus Curtin, PhD Ill.
- Julie Anne Lee is a Winthrop Professor in the Marketing discipline. Since completing her PhD in Business Administration from the University of Illinois at Urbana Champaign in 1996, she has been a faculty member at several universities, including the University of Miami and the University of Hawaii.
Julie has also consulted across a range of industries and organizations, including acting as an expert witness in cases drawing on her expertise in cross cultural consumer behaviour and marketing research. She has taught undergraduate, MBA and Doctoral courses in marketing research, international marketing research, research methods, international consumer behaviour, consumer behaviour, international marketing, global marketing, marketing principles and marketing strategy.
Her research focuses on cross-cultural theory, measurement and application in the tourism and consumer behaviour contexts. Most recently, she has been examining cultural and personal values across cultures. She has published widely, including articles in the Journal of Personality and Social Psychology, Journal of Consumer Psychology, Psychology & Marketing, Journal of Cross-Cultural Psychology, Journal of Personality Assessment, Journal of International Marketing, Journal of Business Research, International Marketing Review, Tourism Management, Annals of Tourism Research, among others. Her book with Jean-Claude Usunier, Marketing Across Cultures 6th edition, 2013, is a comprehensive analysis of research in international marketing.
- Key research
- Theory, measurement and impact of cultural and personal values
- Impulse purchasing
- International tourism
- Cross cultural consumer behaviour
- Career 10 best
Usunier, J-C., & Lee, J.A. (2013). Marketing Across Cultures 6th Ed, Prentice Hall, UK, Europe, p.478.
Lee, J.A., Soutar, G.N., Daly, T. & Louviere, J. (2011). "Schwartz value clusters in the United States and China," Journal of Cross-cultural Psychology, 42(2), 234-252.
Bardi, A., Lee, J.A., Hofmann-Towfigh, N., & Soutar, G. (2009). "The structure of intra-individual value change," Journal of Personality and Social Psychology, 97(5), 913-929.
Lee, J.A., Soutar, G.N., & Louviere, J. (2008). “An Alternative approach to measuring Schwartz's values: The best-worst scaling approach,” Journal of Personality Assessment, 90(4), 335-347.
Lee, J.A., & Kacen, J.J. (2008). “Cultural Influences on Consumer Satisfaction with Impulse and Planned Purchase Decisions,” Journal of Business Research, 61(3), 265-272.
Ng, S.I., Lee, J.A., & Soutar, G.N. (2007). “Are Hofstede’s and Schwartz’s values frameworks congruent?” International Marketing Review, Vol. 24(2), 164-180.
Suri, R., Lee, J.A., Manchanda, R., & Monroe, K.B.(2003). “The Effect of Computer Anxiety of the Price-Value Relationship in the Online Shopping Environment,” Psychology & Marketing, Vol. 20(6), 515-536.
Kacen, J.J., & Lee, J.A. (2002). “The Influence of Culture on Consumer Impulsive Buying Behavior,” Journal of Consumer Psychology, 12(2), 163-176.
Lee, J.A. (2000). “Adapting Triandis’s model of Subjective Culture and Social Behavior Relationships to Consumer Behavior,” Journal of Consumer Psychology, 9(2), 117-126.
Lee, J.A., Holden, S.J.S (1999). “Understanding the determinants of Environmentally Conscious Behavior,” Psychology & Marketing, Vol. 16 (5), 1-20.
Book Revision, New Edition
Usunier, Jean-Claude & Julie Anne Lee (2013), Marketing across Cultures 6th Ed, Prentice Hall, UK, Europe, p.478.
Journal Articles (Scholarly Refereed)
Sarah Rasmi, Serene Ng, Julie Lee, Geoff Soutar (2014), “Tourists' strategies: An acculturation approach” Tourism Management 40, 311-320.
Sneddon, Joanne, Geoff Soutar and Julie Lee (2014), “Exploring wool apparel consumers’ ethical concerns and preferences” Journal of Fashion Marketing and Management 18(2), 169-186.
Alden, Dana, James B. Kelley, Petra Riefler, Julie A. Lee, Geoffrey N. Soutar (2013), “The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?” Journal of International Marketing, 21, 17-38.
Lim, Kang Li, Geoffrey Soutar, Julie Lee (2013) “Factors Affecting Investment Intentions: A Consumer Behaviour Perspective”, Journal of Financial Services Marketing, 18(4), 301-315.
Sneddon, Joanne, Julie Lee, and Geoff Soutar (2012), “Making sense of consumers wool apparel preferences”, The Journal of the Textile Institute, 103 (4), pp. 405-415.
Sneddon, Joanne, Julie Lee, and Geoff Soutar, (2012), “Exploring consumer beliefs about wool apparel in the USA and Australia” The Journal of the Textile Institute, 103 (1), pp. 40-47.
Lee, Julie Anne, Geoffrey N. Soutar, Timothy M. Daly and Jordan J. Louviere, (2011) “Schwartz value clusters in the USA and China,” Journal of Cross-Cultural Psychology, 42(2), 234-252.
Ng, Siew Imm, Julie Anne Lee and Geoffrey Soutar (2011), “The influence of cultural similarity and individual factors on visitation. TEAM Journal of Hospitality & Tourism, 6(1), 68-79.
Elliott, Joanne, Joanne Sneddon, Julie A Lee, and Dominique Blache, (2011), “Producers have a positive attitude toward improving lamb survival rates but may be influenced by enterprise factors and perceptions of control,” Livestock Science, 140, 103-110.
Wells, Alexandra, Joanne Sneddon, Julie Lee and Dominique Blache, (2011) “Farmer's response to societal concerns about farm animal welfare: The case of mulesing” Journal of Agricultural and Environmental Ethics, 24 (6), 645-658.
Quintal, Vanessa, Julie Anne Lee and Geoffrey N. Soutar, (2010) “Risk, uncertainty and the theory of planned behavior: A tourism example,” Tourism Management, 31(6), 797-805.
Daly, Timothy, Julie Anne Lee, Geoffrey Soutar and Sarah Rasmi, (2010) “Conflict handling style measurement: A best-worst application,” International Journal of Conflict Management, 21 (3), 281-308.
Quintal, Vanessa, Julie Anne Lee and Geoffrey N. Soutar (2010), “Examining the differential impacts of risk and uncertainty avoidance on tourists’ information search,” International Journal of Tourism Research, 12(4), 321-333.
Pettigrew, Simone, Timothy Daly, Julie Lee, Geoffrey Soutar, Ken Manning (2010), “Travelers’ Currency Conversion Behaviors,” Annals of Tourism Research, 37(1), 265-269.
Lee, Julie Anne and Geoffrey N. Soutar (2010) “Is Schwartz’s Value Survey interval scaled and does it really matter?” Journal of Cross-Cultural Psychology, 41(1), 76-86.
Lee, Julie Anne, Geoffrey N. Soutar, and Sneddon, Joanne, (2010) “Personal values and social marketing: Some research suggestions,” Journal of Research for Consumers, 18 (available www.jrconsumers.com).
Sneddon, Joanne, Julie Lee, and Geoff Soutar, (2010) “An exploration of ethical consumers response to ‘animal friendly’ apparel labeling,” Journal of Research for Consumers, 18 (available www.jrconsumers.com).
Siew Imm Ng, Julie Anne Lee and Geoffrey N. Soutar, (2009) "The influence of cultural similarity and individual factors on visitation" TEAM Journal of Hospitality and Tourism 6(1), 68-80.
Bardi, Anat, Julie Anne Lee, Nadi Hofmann-Towfigh and Geoffrey Soutar (2009), “The structure of intra-individual value change,” Journal of Personality and Social Psychology, 97 (5), 913-929.
Chui Goh Gan, Julie Anne Lee and Geoffrey N. Soutar, (2009) “Preferences for Training Options: A Conjoint Analysis” Human Resource Development Quarterly, Vol. 20 (3), 135-145.
Lee, Julie Anne, Geoffrey Soutar and Jordan Louviere (2008) “An Alternative approach to measuring Schwartz's values: The best-worst scaling approach,” Journal of Personality Assessment, Vol. 90 (4), 335-347.
Lee, Julie Anne & Jacqueline J. Kacen (2008) “Cultural Influences on Consumer Satisfaction with Impulse and Planned Purchase Decisions,” Journal of Business Research, Vol. 61 (3), 265-272.
Lee, Julie Anne, Geoffrey Soutar and Jordan Louviere (2007) “Measuring Values using Best-Worst Scaling: The LOV example,” Psychology & Marketing, Vol.24 (12), 1093-1108.
Lee, Julie Anne, Geoffrey Soutar and Timothy Daly (2007) “Tourist’s search for different types of information: A cross-national study,” Journal of Information Technology and Tourism, Vol. 9 (3/4), 165-176.
Lee, Julie Anne, Ellen Garbarino, Dawn Lerman, (2007) “How Cultural Differences in Uncertainty Avoidance Affect Product Perceptions,” International Marketing Review. Vol 24 (3), 330-349.
Ng, Siew Imm, Julie Anne Lee, Geoffrey N. Soutar (2007a), “Tourists' Intention to Visit a Country: The Impact of Cultural Distance” Tourism Management, Vol. 28 (5), 1497-1506.
Ng, Siew Imm, Julie Anne Lee, Geoffrey N. Soutar (2007b), “Are Hofstede’s and Schwartz’s values frameworks congruent?” International Marketing Review, Vol. 24 (2), 164-180.
- Future research
- Ongoing projects include the following:
Theory, measuring and influence of values;
Travel motivations, intentions and behaviour;
- Funding received
- NATIONAL COMPETITIVE RESEARCH GRANT AWARDS:
2015-18 ARC LP150100434: A$510,247 (Lee, Bardi, van Herk, Coote and Soutar)
Dynamic relations between values and consumer behaviour: age and life-stage.
2015-18 ARC LP150100266: A$236,822 (Ballantyne, Lee, Packer and Hughes)
Improving zoo/aquarium conservation learning outcomes: a values approach.
2011 -15 ARC DP110104152: A$244,000 (Lee, Soutar, Louviere, Schwartz)
Extending the theory and measurement of personal values and testing relations of values to attitudes and behaviour.
2003-07ARC Linkage Grant: A$555,447 (Lee and Soutar)
Understanding Cross-cultural Consumer Behaviour and Implications for Effective Segmentation, Targeting and Positioning of Western Australia as a Tourism Destination.
UWA COMPETITIVE RESEARCH GRANT AWARDS:
2015UWA Teaching Relief Grant $18,000 (Lee)
2014-15 UWABS Research Development Award $9,000 (Sneddon, Lee)
Personal values and family decision making: revealed preferences, prediction and influence of children and adults in family groups.
2014-15 UWABS Research Development Award $8,000 (Fang, Sneddon, Lee, Soutar, Sigley)
Segmenting Chinese ecotourists to better understand their intentions to visit Western Australia as an ecotourism destination.
2013 UWA Research Development Award: $11,000 (Rasmi, Lee, Soutar)
Understanding values, value change and adaptation in Australian immigrants.
2013 UWABS Research Development Award: $11,000 (Harrigan, Daly, Lee, Soutar)
A Customer Perspective on Social Customer Relationship Management (CRM): The role personal values play in driving engagement and information sharing
2012 UWABS Futures Fund A$70,000 (Lee and Soutar)
The Values Project.
2011 Centre for Social Impact A$50,000 (Lee and Soutar)
Giving, volunteering and values seed funding.
2011 UWA Business School Research Development Award: $15,000 (Daly, Lee, Soutar)
Examining the influence of personality and personal values on people’s giving behaviours.
2011 UWA Business School Research Development Award: $7,310 (Sneddon, Lee, Soutar)
How do consumer’s values combine to influence their behaviour: A qualitative study.
1997-99 CIBER: US$12,000 (Lee and Brislin)
The Contextual Influence of Referent Groups across Cultures and Purchase Situations.
- Industrial relevance
- Marketing and Tourism
- International Association for Cross-Cultural Psychology
Mu Kappa Tau
- Honours and awards
- UWA Business School Excellence in Teaching Award 2014.
W James Whyte Visiting Research Fellow, University of Queensland Business School, May 2014.
Deans Research Fellowship 2011-2012.
UWA Business School Best Paper Award 2010 for 2009.
Best paper in the Packaging, Pricing and Shopper Research track ANZMAC 2012.
Best paper in the Tourism track ANZMAC 2010.
Best paper in the Corporate Social Responsibility and Ethics track ANZMAC 2009.
Best paper in the Tourism track ANZMAC 2007.
Best paper in the Tourism track ANZMAC 2005.
Commendation Award for Outstanding Supervisor 2006.
Invited Faculty Member, ANZMAC 2005 Doctoral Colloquium.
Invited Faculty Member, AMA 2001 Doctoral Consortium.
Member Mu Kappa Tau, National Marketing Honor Society, 1997.
Advertising Education Foundation’s 1997 Visiting Professor.
Walter A. Stellnar Fellowship, University of Illinois, 1995/1996.
J. M. Jones Fellowship, University of Illinois, 1994/1995.
J. M. Jones Fellowship, University of Illinois, 1992/93
- Previous positions
- UWA Business School (Jan 2007- June 2008), Director of Doctoral Programs.
University of Hawaii at Manoa (1996-2002), Assistant Professor/Associate Professor.
University of Miami (2000-2001), Assistant Professor.
University of Hamburg, Germany (summer 1998), Visiting Professor.
Curtin University (summer 1996, 1997, 1999), Visiting Professor.
University of Illinois at Urbana-Champaign (1991-1995), Teaching & Research Assistant.
Consumers around the World
International Marketing Research
EMBA: Marketing Strategy
MBA: Marketing Principles
MBA: Marketing across cultures and subcultures
MBA: International Marketing
M Bus: International Consumer Behaviour
M Marketing: Global Marketing
- Current projects
- Collaborations with Other Institutions
Anat Bardi, Royal Holloway University of London, UK
Hester van Herk, VU University, the Netherlands
Len Coote, University of Queensland
Roy Ballentine, University of Queensland
Jan Packer, University of Queensland
Anna Doering, Royal Holloway University of London, UK
Jan Cieciuch, University of Finance and Management in Warsaw, Poland, University of Zurich, Switzerland
Jordan Louviere, University of Technology, Sydney, Australia
Shalom Schwartz, The Hebrew University of Jerusalem & Higher School of Economics, Moscow
Nadi Towfigh, University of Potsdam, Germany
Cross cultural consumer behaviour models
Nancy Wong, University of Wisconsin, USA
Marketing Across Cultures
Jean-Claude Usunier, University of Lausanne, Switzerland
- Research profile
Research profile and publications