Julie Lee

Winthrop Professor, BAppSc WACAE, MBus Curtin, PhD Ill.

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

    6009 Perth


  • 1376 Citations
  • 13 h-Index
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Personal profile


Julie Anne Lee is the Founding Director of the Centre for Human and Cultural Values in the Faculty of Arts, Business, Law and Education at UWA. She is a Professor in the Marketing discipline. Julie 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 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 application in consumer behaviour and tourism contexts. Most recently, she has been examining the complex relations between values and behaviour across a wide range of areas.  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. 

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.

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 (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, University of Zurich, Switzerland
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
Timothy Daly, United Arab Emirates University

Cross cultural consumer behaviour
Nancy Wong, University of Wisconsin, USA

Marketing Across Cultures
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


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

Fingerprint Dive into the research topics where Julie Lee is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 3 Similar Profiles
tourist Social Sciences
holiday Social Sciences
value change Social Sciences
Values Social Sciences
Impulsive Behavior Medicine & Life Sciences
Child Behavior Medicine & Life Sciences
Research Medicine & Life Sciences
acculturation Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2001 2019

1 Citation (Scopus)

Testing and extending Schwartz refined value theory using a best–worst scaling approach

Lee, J., Sneddon, J., Daly, T., Schwartz, S., Soutar, G. & Louviere, J., Mar 2019, In : Assessment. 26, 2, p. 166-180 15 p.

Research output: Contribution to journalArticle

Animal Welfare
Surveys and Questionnaires

The relations between values and prosocial behavior among children: The moderating role of age

Benish-Weisman, M., Daniel, E., Sneddon, J. & Lee, J., 15 Apr 2019, In : Personality and Individual Differences. 141, p. 241-247 7 p.

Research output: Contribution to journalArticle

Child Behavior
Moral Development
Child Development
Negative word-of-mouth
Consumer response
Information search
Negative publicity
Brand attitude
Consumption behavior
Sustainable consumption
Information use
Brand equity

Projects 2003 2017