Leonard Lee

Prof Leonard Lee is a Professor and Director of the Lloyd's Register Foundation Institute (LRFI) at the National University of Singapore (NUS Business School). He holds a PhD in Administration & Management Sciences from MIT, an MS in Computer Science from Stanford University, and a BS in Computer & Information Science from NUS. His research focuses on consumer psychology, decision making, shopping behavior, and public policy implications of consumer behavior.

Education:

• Doctor of Philosophy (MIT, 2006)
• Master of Science in Computer Science (Stanford, 1998)
• Bachelor of Science (NUS, 1996)

Research Interests:

• Affect and Decision Making
• Consumer Psychology
• Shopping Behavior and Motivations
• Public Policy and Marketing

His work bridges behavioral science and public policy, exploring how consumer choices and perceptions influence societal outcomes, particularly in health, sustainability, and risk communication.

Teaching Activities:

• BZD6012: Experimental Methods for Behavioral Research
• BMK5103: Consumer Insights
• BMA5502: Understanding & Influencing Consumers
• BMS5506: Consumer Behavior

Professional Activities:

• Editorial Board, Risk Sciences
• At-Large Director, Association for Consumer Research
• Editorial Review Board, Journal of Marketing Research

His research has been widely cited in journals like Journal of Consumer Research and Journal of Marketing, addressing topics such as risk perception, consumer health, and marketing agility.