Michael Lee

Dr. Michael Lee is a Senior Lecturer of Marketing at the University of Auckland Business School and serves as a KCG External Research Fellow. He is also the Director of the International Centre of Anti-Consumption Research (ICAR) at the University of Auckland.

His primary research interests include:

• Anti-Consumption and Consumer Resistance
• Brand Avoidance
• Innovation Resistance
• Dissatisfaction and Complaining Behaviors
• Waste Utilisation

Dr. Lee actively contributes to the academic community through his leadership of ICAR, which connects academics, practitioners, and social scientists worldwide. He co-organized the 2018 ICAR Symposium "Anti-Consumption – beyond Boundaries" in Spain, where he presented research on choice overload and consumers' boycott behavior. His work examines how consumers resist or avoid brands and products through various mechanisms.

Dr. Lee collaborates with researchers at the Kiel Centre for Globalization (KCG), particularly with Prof. Dr. Stefan Hoffmann and Dr. Nils Christian Hoffmann, exploring research cooperation opportunities in areas related to global supply chains, consumer behavior, and anti-consumption phenomena. He has taught specialized PhD courses on anti-consumption topics, including at the University of Kiel in November 2018.