Julie Lee

Winthrop Professor

  • The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


Calculated based on number of publications stored in Pure and citations from PlumX

Personal profile


Julie Anne Lee is the Founding Director of the Centre for Human and Cultural Values and a Professor in the Marketing discipline at the UWA Business School. Julie completed her PhD in Business Administration from the University of Illinois at Urbana Champaign in 1996, and has been a faculty member at several universities, including the University of Miami and the University of Hawaii. She currently serves on the Australian Research Councils (ARC) College of Experts. 

Julie has taught undergraduate, graduate, 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. She 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. 

Her research focuses on values theory, measurement, and expression. Most recently, she has been examining the complex relations between values and behaviour, especially in consumer, tourism, work, and learning contexts. Julie has published widely, including articles in the Journal of Personality and Social Psychology, Social Psychological and Personality Science, European Journal of Personality, 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, and Journal of Travel Research, among others. She has published several books, including Marketing Across Cultures (6th Ed) with Jean-Cluade Usunier and International and Cross-cultural Business Research with Jean-Claude Usunier and Hester van Herk. 

Roles and responsibilities

Founding Director of the Centre for Human and Cultural Values

Future research

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

Funding overview

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 A$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.

Previous positions

UWA Business School

(2021-2023), Director of Research and Research Training.
(2007-2008), 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.

Current projects

Collaborations with Other Institutions

Personal Values
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
Shalom Schwartz, The Hebrew University of Jerusalem 
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

Cross cultural consumer behaviour and research
Nancy Wong, University of Wisconsin, USA
Jean-Claude Usunier, University of Lausanne, Switzerland

Industrial relevance

Marketing and Tourism

Teaching overview

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


Theory, measurement and impact of cultural and personal values
Cross cultural consumer behaviour and tourism
Impulse purchasing

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action

Research expertise keywords

  • Marketing across cultures
  • International marketing
  • Cross-cultural consumer behaviour
  • Consumer psychology
  • Personal values
  • Cross-cultural research methods


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