Wonkyong (Beth) Lee

Wonkyong (Beth) Lee

Assistant 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., 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.