Wonkyong (Beth) Lee

Wonkyong (Beth) Lee

Associate Professor
PhD, Social Psychology, University of Waterloo (2007)

Office: SSC 4428
Phone: 519-661-2111 x89217
Email: wlee322@uwo.ca


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. & Dewhirst, T. (2019).   Happy brands and ethical considerations. In H. Gringarten & R. Fernández-Calienes (Eds.), Ethical Branding and Marketing: Cases and Lessons. Routledge Management and Business Studies Series.   London and New York: Routledge.

Lee, W.B. (2017) E-cigarette marketing targeted to youths in South Korea. Tobacco Control, 26 e140-e144.

Dewhirst, T., Lee, W.B., Fong, G.T., & Ling, P.M. (2016). Exporting an Inherently Harmful Product: The Marketing of Virginia Slims Cigarettes in the United States, Japan, and Korea. Journal of Business Ethics. 139(1), 161-181

Lee, W.B., Fong, G.T., Dewhirst, T., Kennedy, R.D., Yong,H., Borland, R.Rahmat A., & 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. (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.