Staff Profile

Dr Mike (Shyue Wai) Lee

Senior Lecturer

Department:	Marketing
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 four Special Issues on anti-consumption (The Journal of Business Research; Consumption, Markets and Culture; The Journal of European Marketing; The Journal of Macromarketing). 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:

From	To	Institution	Position Held
2009	Now	The University of Auckland Business School	Senior Lecturer
2008	2010	Brian R Richards Ltd	Consumer Behaviour, Branding, and Marketing Consultant
2006	2009	The University of Auckland Business School	Lecturer

Awards:

2010	ANZMAC Best paper in Consumer Behaviour Conceptual Track
2010	University of Auckland Faculty Research Development Fund
2009	Awarded funding from the Association for Consumer Research to host ICAR/NACRE 2010 Marseille
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 2011)

Courses and Careers day lecturer for Marketing (2006 to 2011)

Departmental Recruitment Selection Committee (2011)

Initiator/director of the International Centre for Anti-Consumption Research (2005-present)

Marketing Department Staff Council Representative (2009-2010)

MC for Business School Excellence Awards (2011)

Student Staff Consultative Committee (2010)

UABR Senior Co-Editor (2010-present)

Teaching:

2011	MKTG 151	Marketing Essentials
2011	MKTG 306	Advertising and Promotion (both semesters)
2011	MKTG 702	Contemporary Issues in Marketing
2011	MKTG 704	Research Methods in Marketing
2010	MKTG 151	Marketing Essentials
2010	MKTG 306	Advertising and Promotion (both semesters)
2010	MKTG 702	Contemporary Issues in Marketing
2010	MKTG 703	Research Methods in Marketing
2009	MKTG 293	Understanding Consumers
2009	MKTG 306	Advertising and Promotion (both semesters)
2009	MKTG 702	Contemporary Issues in Marketing
2009	MKTG 703	Research Methods in Marketing
2008	MKTG 151	Marketing Essentials
2008	MKTG 303	Buyer Behaviour
2008	MKTG 306	Advertising and Promotion
2008	MKTG 392	Advertising and Communications
2008	MKTG 703	Research Methods in Marketing
2007	MKTG 151	Essential Marketing
2007	MKTG 293	Understanding Consumers
2007	MKTG 303	Buyer Behaviour
2007	MKTG 306	Advertising and Promotion
2007	MKTG 703	Research Methods in Marketing
2006	MKTG 202	Marketing Research
2006	MKTG 306	Advertising and Promotion
2006	MKTG 717	Contemporary Issues in Marketing
2005	MKTG 202	Marketing Research
2005	MKTG 293	Understanding Consumers
2004	MKTG 293	Understanding Consumers
2003	MKTG 293	Understanding Consumers
2002	MKTG 293	Understanding Consumers
2001	PSYCH 108	Introduction to General Psychology
2001	PSYCH 109	Introduction to Experimental Psychology

Selected Publications:

Refereed Journal Articles

2011 LEE, M., MALE, M., ‘Against medical advice: The anti-consumption of vaccines‘, Journal of Consumer Marketing (28), 7, 484-490.

2011 LEE, M., CONROY, D., MOTION, J., ‘Brand avoidance, genetic modification, and brandlessness‘, Australasian Marketing Journal, Revision

2011 MARTIN, B., LEE, M., LACEY, C., ‘Countering Negative Country of Origin Effects using Imagery Processing‘, Journal of Consumer Behaviour, 10, 80-92.

2011 CHERRIER, H., BLACK, I., LEE, M., ‘Intentional Non-consumption for Sustainability:Consumer Resistance and/or Anti-Consumption? ‘, European Journal of Marketing (45), 11/12 , 1757-1767.

2010 LEE, M., CHERRIER, H., ROUX, D., COVA, B., ‘Bridging together Anti-consumption and consumer Resistance: Concepts, Concerns, Conflicts, and Convergence, European Advances in Consumer Research, vol. 11, Bradshaw, Alan; Hackley, Chris; MacLaran, Pauline‘

2009 LEE, M., MOTION, J., CONROY, D., ‘Anti-Consumption and Brand Avoidance‘, Journal of Business Research 62, 2, 169-180.

2009 LEE, M., CONROY, D., MOTION, J., ‘Brand avoidance: A negative promises perspective‘, Advances in Consumer Research, 36, 421-429.

Books

2009 LEE, M., ‘Brand Avoidance: What Causes the Anti-Consumption of Brands and How Marketing Managers Can Cure It‘, Saarbrücken/Germany, VDM Verlag, 288.

Sections in Books

2010 LEE, M., ‘Anti-consumption: A cause for concern?’ in Consumer Driven Innovation in Food and Personal Products‘ In: S Jaeger and H MacFie (ed.), Cambridge: Woodhead Publishing Ltd, 539-569.

Conference Paper

2011 LEE, M., FIFITA, I., ‘All I Want for Christmas is the Real Thing: Re-Authentication via Gift-giving Resistance, in ANZMAC. Perth, Australia. ‘

2010 LEE, M., MALE, M., ‘Against medical advice: The anti-consumption of vaccines‘, (Best paper in track) ANZMAC, Christchurch, December.

2010 LEE, M., ‘Against medical advice: The anti-consumption of vaccines,’ in ANZMAC. Christchurch, New Zealand‘

2010 CHERRIER, H., BLACK, I., LEE, M., ‘Consumer Resistance and/or Anti-Consumption? An Analysis of non-consumption in sustainable practices,' ICAR/NACRE Symposium, Marseille, France, June 25-26, ‘, 20-23.

2008 LEE, M., ‘The dark side of anti-consumption‘, The International Centre for Anti-consumption Research Symposium, Sydney, 4-5 December

2006 LEE, M., ‘Anti-Consumption Research: Exploring the Boundaries of Consumption‘, Asia Pacific Advances in Consumer Research, 73-74.

2006 LEE, M., FERNANDEZ, K., ‘Anti-consumption: Rejecting, Refusing, and Resisting the Market‘, Asia Pacific Advances in Consumer Research, 16/06/06, 73-76.

2006 LEE, M., ‘Brandlessness in the Knowledge Economy‘, 2nd International Conference of the Academy of Marketing's Brand and Corporate SIG. , 07/09/2006, 1.

2005 LEE, M., CONROY, D., ‘Brand Avoidance: The brand as a market-based liability‘, EMAC: Rejuvenating Marketing, Milan, 24/05/2005, 7.

2005 LEE, M., ‘Product prejudice: The case of New Zealand biotechnology‘, Talking Biotechnology Conference: Reflecting on Science in Society, Wellington, 29/11/2005, 4.

2004 LEE, M., MOTION, J., ‘Brand Avoidance and Genetic Modification: Is There a Relationship?‘, ANZMAC, Wellington, 29/11/2004, 7.

Other

2011 LEE, M., ROUX, D., CHERRIER, H., COVA, B., ‘Anti-consumption and consumer resistance: Concepts, concerns, conflicts, and convergence‘, European Journal of Marketing, 45, 11/12 , 1680-1687.

2010 KOZINETS, R., HANDELMAN, J., LEE, M., ‘Don’t read this; or, who cares what the hell anti-consumption is, anyways?‘, Consumption, Markets, and Culture, 13(3), 225-233.

2009 LEE, M., FERNANDEZ, K., HYMAN, MICHAEL, R., ‘Anti-consumption: An Overview and Research Agenda‘, Journal of Business Research, 62, Guest editorial introduction to the special issue, 2, 145-147.

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