Mike Lee

Dr Michael S W Lee is an Associate Professor of Marketing. He is also the Director of the MBA programme, Assistant Dean of Professional Programs at The University of Auckland, and the Director of The International Centre of Anti-Consumption Research (ICAR). His area of research includes brand avoidance, consumer resistance, activism, and anti-consumption where he actively supervises PhD students in the area of religiously motivated boycotting, product crisis trust recovery, family consumption conflict resolution, and anti-consumption in emerging economies. 

His work has been published in top journals such as The Journal of Business Research; Psychology & Marketing; European Journal of Marketing; Applied Psychology; Journal of Public Policy and Marketing; Journal of Consumer Affairs; Journal of Product and Brand Management; Journal of Macromarketing; Journal of Retailing and Consumer Services; Advances in Consumer Research; Consumption, Markets and Culture; Australasian Marketing Journal; Journal of Consumer Marketing; and Journal of Consumer Behaviour. Mike continues to collaborate with industry implementing numerous real-world projects and has provided expert commentary for over 400 media engagements.