PhD, Social Psychology, University of Waterloo (2007)
Consumer Behaviour, Integrated Marketing Communication
Social influence (i.e., culture, norms), Attitude and persuasion, International advertising, Consumer and health behaviour, Social marketing
Lee, W.B., Fong, G.T., Dewhirst, T., Kennedy, R.D., Yong, H., Borland, R., Awang, R., & Omar, M. (2015). Social Marketing in Malaysia: Cognitive, Affective, and Normative Mediators of the TAK NAK Antismoking Advertising Campaign, Journal of Health Communication, 20 (10), 1166-1176.
Dewhirst, T., Lee, W.B., Fong, G.T., & Ling, P.M. (2015). Exporting an Inherently Harmful Product: The Marketing of Virginia Slims Cigarettes in the United States, Japan, and Korea. Journal of Business Ethics. DOI 10.1007/s10551-015-2648-7
Dewhirst, T. & Lee, W.B. (2012). Cigarette advertising in the Republic of Korea: A case illustration of The One. Tobacco Control, 21 (6), 584-588.
Dewhirst, T. & Lee, W.B. (2011). Social marketing and tobacco control. In G. Hastings, C. Bryant, & K. Angus (Eds.), The SAGE Handbook of Social Marketing (pp. 391-404). Thousand Oaks, CA: Sage Publications.
Lee, W.B., Fong, G.T., Zanna, M.P., Omar, M., & Sirirassamee, B. (2009). Regret and rationalization among smokers in Thailand and Malaysia: Findings from the International Tobacco Control Southeast Asia Survey. Health Psychology, 28 (4), 457-464.