Dr Michael SW Lee

PhD Marketing, CoP, MSc (Hons), BSc

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Senior Lecturer » Marketing

Organisational units

Biography

Dr Michael S W Lee is a Senior Lecturer of Marketing at the University of Auckland Business School. He has published in: The Journal of Business Research, Consumption, Markets and Culture, The European Journal of Marketing, The Australasian Marketing Journal, The Journal of Consumer Marketing, The Journal of Consumer Behaviour, Advances in Consumer Research, and The Journal of Macromarketing.

Mike's main research area is anti-consumption with specific expertise in the area of brand avoidance, where he is developing the concept of negative brand equity and the brand as a market based liability. An offshoot of his doctoral research delves into consumer perceptions’ of brands associated with genetic modification. His latest research explores the contested nature of value co-creation.

Recognising a need for international collaboration, Mike founded the International Centre for Anti-Consumption Research (ICAR) in 2005 and organised its first symposium in 2006. ICAR now comprises more than 80 affiliates in over 20 countries. For more information on ICAR visit www.icar.auckand.ac.nz. 

Research | Current

A. Refereed Journal Articles

Khan, M.A., and Lee, M.S.W.” M.S.W. M.S.W. “Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity,” Journal of Global Marketing, 27, 329–343, 2014.

Chatzidakis, A., and Lee, M.S.W. “Anti-Consumption as the Study of Reasons Against,” Journal of Macromarketing, (33(3), 190-203), 2013.

Emile, R., and Lee, M.S.W, “Revisiting Aaker’s (1997) brand personality dimensions: validation and expansion,” Advances in Consumer Research. (Forthcoming)

Emile, R., Hyde, K., and Lee, M.S.W, “The product choices of young adult consumers: Does gender matter?,” Advances in Consumer Research. (Forthcoming)

Lee, M.S.W., J Conroy, D., and Motion, “Brand Avoidance, Genetic Modification, and Brandlessness,” Australasian Marketing Journal. (Available online 24 July 2012)

Lee, M.S.W., and Male, M. ‘Against medical advice: The anti-consumption of vaccines,’ Journal of Consumer Marketing, 28(7), 484-490, 2011.

Cherrier, H, Black, I., and Lee, M.S.W. ‘Intentional Non-consumption for Sustainability:Consumer Resistance and/or Anti-Consumption?’ European Journal of Marketing, 45 (11/12), 1757-1767, 2011.

Martin, B., Lee, M.S.W., and Lacey, C. ‘Countering negative country of origin effects using Imagery Processing,‘ Journal of Consumer Behaviour. 10, 80-92, 2011.

Lee, M.S.W., Motion, J., and Conroy, D. ‘Anti-consumption and brand avoidance,’ Journal of Business Research, 62(2), 169-180, 2009.

Lee, M.S.W., Conroy, D., and Motion, J. ‘Brand avoidance: A negative promises perspective,’ Advances in Consumer Research, Vol. XXXVI, 421-429, 2009.

B. Guest Editorials

Lee, M.S.W., Cherrier, H., and Belk, R. ‘Anti-consumption and society,’ Journal of Macromarketing, 33(3) 187-189. 2013.

Lee, M.S.W., Fernandez, K., and Hyman, M.R. 'Anti-consumption: An Overview and Research Agenda' Journal of Business Research, 62(2), 145-147, 2009.

Kozinets, R. V., Handelman, J. & Lee, M. S. W. ‘Don’t read this; or, who cares what the hell anti-consumption is, anyways?’ Consumption Markets & Culture, 13(3), 225–233, 2010.

Lee, M.S.W., Roux, D., Cherrier, H., and Cova, B. ‘Anti-consumption and consumer resistance: Concepts, concerns, conflicts, and convergence,’ European Journal of Marketing, 45 (11/12), 1680-1687. 2011.

C.  Refereed Conference Proceedings

Lee, M.S.W. and Soon, I.  ‘Jailbreakers, jailbirds, and hacktivists: When Companies discourage Co-creation’, in ANZMAC. Adelaide, Australia. 2012.

Fifita, I., and Lee, M.S.W. ‘All I Want for Christmas is the Real Thing: Re-Authentication via Gift-giving Resistance’, in ANZMAC. Perth, Australia. 2011.

Lee, M.S.W., and Male, M. ‘Against medical advice: The anti-consumption of vaccines,’ in ANZMAC. Christchurch, New Zealand. 2010.

Cherrier H., Lee M.S.W., Roux D., and 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 Eds, Royal Holloway, University of London , London, UK, June 30 - July 3. 2010

Cherrier H., Black I., and Lee M.S.W. 'Consumer Resistance and/or Anti-Consumption? An Analysis of non-consumption in sustainable practices,' ICAR/NACRE Symposium, Marseille, France, June 25-26. 2010

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

Lee, M.S.W. 'Anti-Consumption Research: Exploring the Boundaries of Consumption' Asia Pacific Advances in Consumer Research, 7, 73-74. 2006.

Lee, M.S.W., and Fernandez, K. 'Anti-consumption: Rejecting, Refusing, and Resisting the Market' Asia Pacific Advances in Consumer Research, 7, 73-76. 2006.

Lee, M.S.W. 'Brandlessness in the Knowledge Economy', 2nd International Conference of the Academy of Marketing's Brand and Corporate SIG. The Dynamics of Brand, Corporate Identity & Reputation in the Knowledge Economies, Manchester, 7-8 September.  2006.

Lee, M.S.W. and Conroy, D. "Brand Avoidance: The brand as a market-based liability," in EMAC: Rejuvenating Marketing. Milan. 2005.

Lee, M.S.W. "Product prejudice: The case of New Zealand biotechnology," in Talking Biotechnology Conference: Reflecting on Science in Society. Wellington. 2005.

Lee, M.S.W. and Motion, J. "Brand avoidance and genetic modification: Is there a relationship?," in ANZMAC. Wellington, New Zealand. 2004.

D. Books and Book Chapters

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

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

E. Working papers

Lee, M.S.W. and Hoffmann, S. “Anti-consumption and consumer wellbeing,” Journal of Consumer Affairs, Guest Editorial (in progress)

Lee, M.S.W. and Ahn, C.S.Y. “Anti-consumption, materialism and consumer well-being” Journal of Consumer Affairs, (in progress).

Lee, M.S.W. and Dodge, A.J. “Virtual brand communities: Co-creation versus control” (in progress)

Lee, M.S.W. and Soon, I.  “Jailbreakers, Jailbirds, and Hacktivists: Loyal consumers taking a bite out of Apple,” (In progress)

Teaching | Current

2014   Visiting Professorship at University of Kiel
2014 MKTG 306 Advertising and Promotion
2014 MKTG 301 Marketing Strategy
2014 MKTG 702 Advanced Theory in Marketing
2013 MKTG 306 Advertising and Promotion
2013 MKTG 301 Marketing Strategy
2013 MKTG 702 Advanced Theory in Marketing
2012   Visiting Professorship at Dresden University of Technology (TUD)
2012   Visiting Professorship at Manchester Business School
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

 

Postgraduate supervision

  • Esther Gao, BCom Hons, University of Auckland Business School (2014)
  • Christie Seo-Youn Ahn, MCom, University of Auckland Business School (2014)
  • Maria Escalante Ugarte, BCom Hons, University of Auckland Business School (2014)
  • Andrew Dodge, BCom Hons, University of Auckland Business School (2013)
  • Phillipa Wright, BCom Hons, University of Auckland Business School (2013)
  • Christie Seo-Youn Ahn, BCom Hons, University of Auckland Business School (2013)
  • Samantha Vickery, BCom Hons, University of Auckland Business School (2011)
  • Claire Choe, BCom Hons, University of Auckland Business School (2011)
  • Cleo Wainwright, BCom Hons, University of Auckland Business School (2011)
  • Nane Fifita, PhD, (co-supervisor) University of Auckland Business School (2010)
  • Aditya Komari, BCom Hons, University of Auckland Business School (2010)
  • Kelly Siyuan Wu, MCom, University of Auckland Business School (2010)
  • Rachel Bawden, BCom Hons, University of Auckland Business School (2009)
  • Larina Lo, BCom Hons, University of Auckland Business School (2009)
  • Ellen Varoy, BCom Hons, University of Auckland Business School (2009)
  • Marissa Vincent, BCom Hons, University of Auckland Business School (2009)
  • Nane Fifita, MCom, University of Auckland Business School (2009)
  • Becca Kahn, MA, Co-supervision with Yvonne Underhill-Sem, University of Auckland Centre for Developmental Studies, (2008)
  • Simona Sotirovska, BCom Hons, University of Auckland Business School (2008)
  • Nane Fifita, BCom Hons, University of Auckland Business School (2008)
  • Paul Bickerton, BCom Hons, University of Auckland Business School (2007)
  • Charlotte Lacey, MCom, University of Auckland Business School (2006)
  • Mia Matulic, BCom Hons, University of Auckland Business School (2006)

Distinctions/Honours

  • 2013 Journal of Macromarketing best reviewer award
  • 2010 ANZMAC Best paper in Consumer Behaviour Conceptual Track
  • 2007 University of Auckland Business School Teaching Excellence Award

Responsibilities

Ad hoc Reviewer:         

  • Journal of Consumer Affairs
  • Journal of Consumer Culture
  • Journal of Brand Management
  • Management Research Review
  • Consumption, Markets, and Culture
  • Australasian Marketing Journal
  • Journal of Consumer Marketing
  • Journal of Management and Organization
  • Journal of Strategic Marketing
  • Journal of Business Research

Special Issue Reviewer:

  • Journal of Nonprofit and Public Sector Marketing
  • Journal of Macromarketing
  • Journal of Social Marketing
  • Journal of Consumer Behaviour
  • European Journal of Marketing
  • Journal of Advertising
  • Journal of Business Ethics
  • Journal of Business Research
  • Journal of Marketing Management

Areas of expertise

  • Anti-consumption
  • Brand avoidance
  • Contested co-creation of value
  • Innovation resistance
  • Dissatisfaction and complaining behaviours

Committees/Professional groups/Services

  • Associate Editor for Journal of Macromarketing

  • Associate Editor for the European Journal of Marketing

  • BCom Honours Coordinator for Marketing 2014-present
  • BCom Undergraduate Coordinator for Marketing (2009-2013)
  • Courses and Careers Day Marketing Lecturer and Coordinator  (2008-2011)
  • Recruitment Selection Committee (2011)
  • Marketing Department Seminar Coordinator (2006-2009)
  • Initiator and Director of the International Centre for Anti-Consumption Research (2005-present)

Selected publications and creative works (Research Outputs)

  • Lee, M. S. W., Motion, J., & Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research, 62 (2), 169-180.
    URL: http://hdl.handle.net/2292/11153

Contact details

  • Media Contact

Web links

Primary location

OWEN G GLENN BUILDING
Level 4, Room 260-413
12 GRAFTON RD
Auckland 1010
New Zealand