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
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 present)
Courses and Careers day lecturer for Marketing (2006 to present)
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.,  ‘Against medical advice: The anti-consumption of vaccines‘, Journal of Consumer Marketing
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: ‘, European Journal of Marketing
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‘, ACR San Francisco, 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
2010 LEE, M.,  MALE, M.,  ‘Against medical advice: The anti-consumption of vaccines‘, ANZMAC, Christchurch, December
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
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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