INFORMATION FOR
CONTACT DETAILS

The University of Auckland
Business School
Owen G Glenn Building
12 Grafton Road
Auckland
New Zealand

More Contact Details Future Undergraduates Choosing a Career
Dr Mike (Shyue Wai) Lee
Senior Lecturer
Department:
Address:Owen G Glenn Building
12 Grafton Road
Auckland
Faculty:Business & Economics
Phone: +64 9 373 7599 Ext. 85953
Email: msw.lee@auckland.ac.nz

Research Interests:

Mike's main interest is anti-consumption where he has been Guest Editor for two Special Issues on anti-consumption (The Journal of Business Research; and Consumption, Markets and Culture). Mike's specific expertise is in the area of brand avoidance. His broader interests include consumer behaviours and attitudes towards brands.

Areas of Research:

1. Anti-consumption and Consumer resistance (Please view Mike's work with ICAR here: www.icar.auckland.ac.nz)
2. Branding
3. Consumer behaviour
4. Brand equity
5. Consumer perceptions of brands associated with genetic modification

Work/life balance:

Mike is also a NZQA accredited fitness instructor. He enjoys working out at the gym, practising tai chi, watching movies, dining out, travelling, and summer.
Qualifications:
2008 Doctor of Philosophy University of Auckland Business School
2002 CoP University of Auckland
2001 MSc (Hons) University of Auckland
2000 CPD tutoring Certificate University of Auckland Centre for Professional Development
1998 BSc University of Auckland
Positions Held:
FromToInstitutionPosition Held
2009 Now The University of Auckland Business School Senior Lecturer
2008 Now Brian R Richards Ltd Consumer Behaviour, Branding, and Marketing Consultant
2006 2009 The University of Auckland Business School Lecturer
2004 Now Zenyth Solutions Ltd Marketing Consultancy Company Director
Awards:
2008 The first applicant from The University of Auckland Business School to successfully secure a Lion Foundation Hood Fellowship (Visitor: Professor Robert Kozinets $13,500).
2007 The University of Auckland Business School Teaching Excellence Award
2004 University of Auckland Business School Post Graduate Research Grant
2004 University of Auckland Graduate Research Award
2003 Honourable mention for ANZMAC best Doctoral proposal
2002 Foundation for Research, Science, and Technology Doctoral recipient 3 year stipend
2000 CPD Distinguished New tutor award
Service:
BCom Undergraduate co-ordinator for Marketing (2009 to present)
Courses and Careers day lecturer for Marketing (2006 to present)
Initiator/director of the International Centre for Anti-Consumption Research (2005-present)
Marketing Department Staff Council Representative (2009)
Teaching:
2009 MKTG 293 Understanding Consumers (Course Co-ordination)
2009 MKTG 306 Advertising and Promotion (Course Co-ordination)
2009 MKTG 702 Contemporary Issues in Marketing (Lecturer)
2009 MKTG 703 Research Methods in Marketing (Guest Lecture)
2008 MKTG 151 Marketing Essentials (Co-lecturer)
2008 MKTG 303 Buyer Behaviour (Course co-ordination)
2008 MKTG 306 Advertising and Promotion (Course Co-ordination)
2008 MKTG 392 Advertising and Communications (Co-ordination)
2008 MKTG 703 Research Methods in Marketing (Guest Lecture)
2007 MKTG 151 Essential Marketing (Co-lecturer)
2007 MKTG 293 Understanding Consumers (Course Co-ordination)
2007 MKTG 303 Buyer Behaviour (Co-lecturer)
2007 MKTG 306 Advertising and Promotion (Course Co-ordination)
2007 MKTG 703 Research Methods in Marketing (Guest Lecture)
2006 MKTG 202 Marketing Research (Co-lecturer)
2006 MKTG 306 Advertising and Promotion (Course Co-ordination)
2006 MKTG 717 Contemporary Issues in Marketing (Co-ordination)
2005 MKTG 202 Marketing Research (Co-lecturer)
2005 MKTG 293 Understanding Consumers (Course Co-ordination)
2004 MKTG 293 Understanding Consumers (Lecturer)
2003 MKTG 293 Understanding Consumers (Lecturer)
2002 MKTG 293 Understanding Consumers (Lecturer)
2001 PSYCH 108 Introduction to General Psychology
2001 PSYCH 109 Introduction to Experimental Psychology
Selected Publications:
Refereed Journal Articles
2009 LEE, M.,  MOTION, J.,  CONROY, D.,  ‘Anti-Consumption and Brand Avoidance‘, Journal of Business Research 62, 2, 169-180.
2009 LEE, M.,  FERNANDEZ, K.,  HYMAN, MICHAEL, R.,  ‘Anti-consumption: An Overview and Research Agenda‘, Journal of Business Research, 62, 2, 145-147.
2009 LEE, M.,  CONROY, D.,  MOTION, J.,  ‘Brand avoidance, genetic modification, and brandlessness‘, Journal of Brand Management, Revision
2009 LEE, M.,  CONROY, D.,  MOTION, J.,  ‘Brand avoidance: A negative promises perspective‘, ACR San Francisco, 36, 421-429.
2009 MARTIN, B.,  LEE, M.,  LACEY, C.,  ‘Countering Negative Country of Origin Effects using Imagery Processing‘, Journal of Consumer Behaviour, Under review
2008 KOZINETS, R.,  HANDELMAN, J.,  LEE, M.,  ‘Editorial introduction to the special issue on anti-consumption‘, Consumption, Markets, and Culture, Draft
LEE, M.,  URQUHART, C.,  ‘Grounded theory and hermeneutics: Different names for the same games?‘, Journal of Marketing Research, Draft
Conference Paper
2006 LEE, M.,  ‘Anti-Consumption Research: Exploring the Boundaries of Consumption‘, 73-74.
2006 LEE, M.,  FERNANDEZ, K.,  ‘Anti-consumption: Rejecting, Refusing, and Resisting the Market‘, 16/06/06, 73-76.
2006 LEE, M.,  ‘Brandlessness in the Knowledge Economy‘, 07/09/2006, 1.
2005 LEE, M.,  CONROY, D.,  ‘Brand Avoidance: The brand as a market-based liability‘, Milan, 24/05/2005, 7.
2005 LEE, M.,  ‘Product prejudice: The case of New Zealand biotechnology‘, Wellington, 29/11/2005, 4.
2004 LEE, M.,  MOTION, J.,  ‘Brand Avoidance and Genetic Modification: Is There a Relationship?‘, Wellington, 29/11/2004, 7.