Researcher Profile

Winthrop Professor Julie Lee

Julie Lee
Julie Lee

Phone: +61 8 6488 2912

Research Expertise:
  • Marketing across cultures
  • International marketing
  • Cross-cultural consumer behaviour
  • Consumer psychology
  • Study of personal values
  • Cross-cultural research methods


Consumers around the World
Consumer Behaviour
Marketing Research
International Marketing Research
International Marketing

EMBA: Marketing Strategy
MBA: Marketing Principles
MBA: Marketing across cultures and subcultures
MBA: International Marketing
M Bus: International Consumer Behaviour
M Marketing: Global Marketing

Research methods

Industrial Relevance

Marketing and Tourism


BAppSc WACAE, MBus Curtin, PhD Ill.

Current Projects

<strong>Collaborations with Other Institutions</strong>

<em>Personal Values</em>
Anat Bardi, Royal Holloway University of London, UK
Hester van Herk, VU University, the Netherlands
Len Coote, University of Queensland
Roy Ballentine, University of Queensland
Jan Packer, University of Queensland
Anna Doering, Royal Holloway University of London, UK
Jan Cieciuch, University of Finance and Management in Warsaw, Poland, University of Zurich, Switzerland
Jordan Louviere, University of Technology, Sydney, Australia
Shalom Schwartz, The Hebrew University of Jerusalem & Higher School of Economics, Moscow
Nadi Towfigh, University of Potsdam, Germany
Ella Daniel, Tel Aviv University, Israel
Maya Behish-Weisman, University of Haifa
Ariel Knafo, The Hebrew University of Jerusalem, Israel
Timothy Daly, United Arab Emirates University

<em>Cross cultural consumer behaviour </em>
Nancy Wong, University of Wisconsin, USA

<em>Marketing Across Cultures</em>
Jean-Claude Usunier, University of Lausanne, Switzerland

Previous Positions

UWA Business School (Jan 2007- June 2008), Director of Doctoral Programs.

University of Hawaii at Manoa (1996-2002), Assistant Professor/Associate Professor.

University of Miami (2000-2001), Assistant Professor.

University of Hamburg, Germany (summer 1998), Visiting Professor.

Curtin University (summer 1996, 1997, 1999), Visiting Professor.

University of Illinois at Urbana-Champaign (1991-1995), Teaching & Research Assistant.


International Association for Cross-Cultural Psychology
Mu Kappa Tau

Funding Received

2015-18 ARC LP150100434 with PureProfile: A$900,797 (Lee, Bardi, van Herk, Coote and Soutar)
Dynamic relations between values and consumer behaviour: age and life-stage.

2015-18 ARC LP150100266: A$359,142 (Ballantyne, Lee, Packer and Hughes)
Improving zoo/aquarium conservation learning outcomes: a values approach.

2011 -15 ARC DP110104152: A$244,000 (Lee, Soutar, Louviere, Schwartz)
Extending the theory and measurement of personal values and testing relations of values to attitudes and behaviour.

2003-07 ARC Linkage Grant: A$555,447 (Lee and Soutar)
Understanding Cross-cultural Consumer Behaviour and Implications for Effective Segmentation, Targeting and Positioning of Western Australia as a Tourism Destination.

2017 BHP Billiton Research Award %12,500 (Lui, Zhang, Soutar, Lee)
On-site ecotourism experience and engagement: A comparative study of Chinese ecotourists’ domestic and Australian eco-travels

2017 Educational Futures Scholarship Program Grant Funding $10,000 (Lee, Sadeque, Evers)
Examining motivational interference to enhance engagement in student learning.

2016 UWA Teaching Relief Grant $18,000 (Lee)

2015 UWABS Research Development Award $9,000 (Sneddon, Lee)
Personal values and family decision making: revealed preferences, prediction and influence of children and adults in family groups.

2015 UWABS Research Development Award $8,000 (Fang, Sneddon, Lee, Soutar, Sigley)
Segmenting Chinese ecotourists to better understand their intentions to visit Western Australia as an ecotourism destination.

2013 UWA Research Development Award: $11,000 (Rasmi, Lee, Soutar)
Understanding values, value change and adaptation in Australian immigrants.

2013 UWABS Research Development Award: $11,000 (Harrigan, Daly, Lee, Soutar)
A Customer Perspective on Social Customer Relationship Management (CRM): The role personal values play in driving engagement and information sharing

2012 UWABS Futures Fund A$70,000 (Lee and Soutar)
The Values Project.

2011 Centre for Social Impact A$50,000 (Lee and Soutar)
Giving, volunteering and values seed funding.

2011 UWA Business School Research Development Award: $15,000 (Daly, Lee, Soutar)
Examining the influence of personality and personal values on people’s giving behaviours.

2011 UWA Business School Research Development Award: $7,310 (Sneddon, Lee, Soutar)
How do consumer’s values combine to influence their behaviour: A qualitative study.

Future Research

Ongoing projects focus on the theory, measuring and influence of values in adults and children in a variety of consumer, tourism and learning contexts.


Julie Anne Lee is a Winthrop Professor in the Marketing discipline. Since completing her PhD in Business Administration from the University of Illinois at Urbana Champaign in 1996, she has been a faculty member at several universities, including the University of Miami and the University of Hawaii.

Julie has also consulted across a range of industries and organizations, including acting as an expert witness in cases drawing on her expertise in cross cultural consumer behaviour and marketing research. She has taught undergraduate, MBA and Doctoral courses in marketing research, international marketing research, research methods, international consumer behaviour, consumer behaviour, international marketing, global marketing, marketing principles and marketing strategy.

Her research focuses on cross-cultural theory, measurement and application in the tourism and consumer behaviour contexts. Most recently, she has been examining cultural and personal values across cultures. She has published widely, including articles in the Journal of Personality and Social Psychology, Journal of Consumer Psychology, Psychology & Marketing, Journal of Cross-Cultural Psychology, Assessment, Journal of Personality Assessment, Journal of International Marketing, Journal of Business Research, International Marketing Review, Tourism Management, Annals of Tourism Research, among others. Her book with Jean-Claude Usunier, Marketing Across Cultures, in its 6th edition, is a comprehensive analysis of research in international marketing.

ID: 88718

Most frequent journals
  • Tourism Management

    ISSNs: 0261-5177, 1879-3193


    Scopus rating (2016): CiteScore 5.68 SJR 2.58 SNIP 3.213

    Journal: ERA2018

  • Psychology & Marketing

    ISSNs: 0742-6046, 1520-6793


    Scopus rating (2016): CiteScore 2.71 SJR 1.291 SNIP 1.457

    Journal: ERA2018

  • International Marketing Review

    ISSNs: 0265-1335, 1758-6763

    Emerald Group Publishing Limited

    Scopus rating (2016): CiteScore 2.78 SJR 0.933 SNIP 1.539

    Journal: ERA2018

  • Journal of Cross-Cultural Psychology

    ISSNs: 0022-0221, 1552-5422

    SAGE Publications Ltd

    Scopus rating (2016): CiteScore 2.18 SJR 1.212 SNIP 1.468

    Journal: ERA2018


    ISSNs: 0039-8357, 0040-5000, 0368-4482, 1754-2340

    Taylor & Francis

    Scopus rating (2016): CiteScore 0.98 SJR 0.418 SNIP 0.81

    Journal: ERA2018

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