معرفی
Wonkyong (Beth) Lee is an Associate Professor in the Department of Management & Organizational Studies at Western University (Canada), within the Faculty of Social Sciences. She holds a PhD in Social Psychology from the University of Waterloo (2007). Her research focuses on social influence, health behavior, and cross-cultural consumer psychology, with a particular emphasis on tobacco control and ethical marketing practices.
Education:
- PhD, Social Psychology, University of Waterloo (2007)
- MA, Clinical Psychology, Chung-Ang University (1998)
- BA, Psychology, Chung-Ang University (1995)
Research Interests: Dr. Lee investigates social marketing strategies, consumer behavior in health contexts, and the cross-cultural dynamics of persuasion. Her work examines how advertising and policy interventions (e.g., tobacco control) influence consumer attitudes and behaviors in diverse cultural settings. Recent projects include studies on e-cigarette marketing, brand transgressions, and the ethical implications of 'happy brands.'
Articles Overview: Her publications address tobacco marketing strategies, youth vulnerability to advertising, and the role of cultural norms in health behavior. Key themes include cross-cultural comparisons, regulatory policy impacts, and the ethical dimensions of brand messaging.
Awards:
- Best Competitive Paper Award Runner-Up (AMA Marketing and Public Policy Conference, 2019)
- DANCAP Private Equity Faculty Travel Award (2015–2016)
- SSHRC grants for research on advertising ethics and consumer well-being
Advising & Grants: Dr. Lee supervises graduate and undergraduate research on topics like brand transgressions and social marketing. She has secured funding through SSHRC, DANCAP, and other grants to support projects on consumer psychology and public health.
Labs & Teams: She contributes to the International Tobacco Control (ITC) Policy Evaluation Project, collaborating globally on tobacco control research. Her work integrates interdisciplinary methods, including qualitative and quantitative analyses of advertising, policy impacts, and cultural contexts.
