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Leonard

LEE, Leonard

Deputy Head of Department
Deputy Director, Lloyd's Register Foundation Institute for the Public Understanding of Risk
Professor

MARKETING

(65) 6601 2098
leonard.lee@nus.edu.sg
BIZ 1, 8-20
Curriculum Vitae

Recognition & Awards

  • Marketing Science Institute (MSI) Scholar - 2018
  • Outstanding Editorial Review Board Member, International Journal of Research in Marketing - 2017
  • Outstanding Reviewer Award, Journal of Consumer Psychology - 2017
  • Paul Green Award, Journal of Marketing Research, Finalist - 2015
  • Franco Nicosia Best Competitive Paper Award, Association for Consumer Research (ACR) - 2014
  • Outstanding Reviewer Award, Journal of Consumer Research - 2013
  • Research Competition on Shopper Marketing, MSI-ACR - 2010
  • Center for International Business and Research, Research Grant, Columbia University (2010-2012) - 2010
  • Robert Ferber Award, Journal of Consumer Research, Honorable Mention - 2007
  • Zannetos Fund Fellowship, MIT - 2005
  • MIT Goodwin Medal (for graduate student teaching), Finalist - 2004
  • AMA-Sheth Foundation Doctoral Consortium Fellow - 2003
  • MIT Presidential Graduate Fellowship (2000-2005) - 2000
  • Stanford Asia-Pacific Scholar (1997-1998) - 1997
  • AT&T Asia-Pacific Leadership Award - 1996
  • Lee Kuan Yew Gold Medal - 1996
  • Asia Life Gold Medal - 1996
  • Lim Soo Peng Book Prize - 1995
  • Dean's List, NUS (1993-1996)
  • Singapore National Computer Board Undergraduate Scholarship (1993-1996)

Educational Qualifications

  • Ph.D., Management (Marketing), Massachusetts Institute of Technology (MIT), 2006
  • M.S., Computer Science, Stanford University, 1998
  • B.Sc., Computer and Information Sciences, National University of Singapore (NUS), 1996

Academic Experience

  • Deputy Head, Department of Marketing, National University of Singapore, 2020 - current
  • Deputy Director, Lloyd's Register Foundation Institute for the Public Understanding of Risk, NUS, 2020 - current
  • Professor, NUS Business School, 2019 - current
  • Associate Professor (Tenure) and Dean's Chair, NUS Business School, 2014 - 2019
  • Visiting Associate Professor, NUS Business School, 2014
  • Associate Professor, Columbia Business School, 2010 - 2014
  • Visiting Associate Professor, NUS Business School, 2011 - 2012
  • Assistant Professor, Columbia Business School, 2006 - 2010

Corporate Experience

  • Manager (Electronic Commerce), Infocomm Development Authority of Singapore (IDA), 1999 - 2000
  • Senior Officer (Internationalization Office), National Computer Board (NCB), 1998 - 1999

Selected Publications

Marketing Agility: The Concept, Antecedents, and a Research Agenda

Journal Articles
Lee, Leonard with Kalaignanam Kartik, Kapil Tulil, Tarun Kushwaha and David Gal
Journal of Marketing

Year
2020

Mobility as a Service (MaaS): The Importance of Transportation Psychology

Journal Articles
Lee, Leonard with Tomaino Geoff, Jasper Teow, Ziv Carmon, Moshe Ben-Akiva, Charlene Chen, Wai Yan Leong, Shanjun Li, Nan Yang and Jinhua Zhao
Marketing Letters

Year
2020

Price Promotions Cause Impatience

Journal Articles
Lee, Leonard with Shaddy, Franklin
Journal of Marketing Research, (57)1, 118-133

Year
2020

Planning for Multiple Shopping Goals in the Marketplace

Journal Articles
Lee, Leonard with Suher, Jacob and Szu-Chi Huang
Journal of Consumer Psychology, 29(4), 642-651

Year
2019

To Buy or to Resist: When Upward Social Comparison Discourages New Product Adoption

Journal Articles
Lee, Leonard with Chung, Jaeyeon
Journal of the Association for Consumer Research , 4(3), 280-292

Year
2019

Research Impact

Google Scholar

Web of Science

Scopus

Selected Publications

22

Journals

3

Books

6

Others

Journal Articles

Marketing Agility: The Concept, Antecedents, and a Research Agenda

Journal Articles
Lee, Leonard with Kalaignanam Kartik, Kapil Tulil, Tarun Kushwaha and David Gal
Journal of Marketing

Year
2020

Mobility as a Service (MaaS): The Importance of Transportation Psychology

Journal Articles
Lee, Leonard with Tomaino Geoff, Jasper Teow, Ziv Carmon, Moshe Ben-Akiva, Charlene Chen, Wai Yan Leong, Shanjun Li, Nan Yang and Jinhua Zhao
Marketing Letters

Year
2020

Price Promotions Cause Impatience

Journal Articles
Lee, Leonard with Shaddy, Franklin
Journal of Marketing Research, (57)1, 118-133

Year
2020

Planning for Multiple Shopping Goals in the Marketplace

Journal Articles
Lee, Leonard with Suher, Jacob and Szu-Chi Huang
Journal of Consumer Psychology, 29(4), 642-651

Year
2019

To Buy or to Resist: When Upward Social Comparison Discourages New Product Adoption

Journal Articles
Lee, Leonard with Chung, Jaeyeon
Journal of the Association for Consumer Research , 4(3), 280-292

Year
2019

From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model

Journal Articles
Lee, Leonard with J. Jeffrey Inman, Jennifer J. Argo, Tim Boettger, Utpal Dholakia, Timothy Gilbride, Koert van Ittersum, Barbara Kahn, Ajay Kalra, Donald R. Lehmann, Leigh M. McAlister, Venkatesh Shankar and Claire I. Tsai
Journal of the Association for Consumer Research , 3, (3), 277-293, Journal of the Association for Consumer Research

Year
2018

View

Keeping it Real in Experimental Research: Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior

Journal Articles
Lee, Leonard with Morales A C and Amir O
Journal of Consumer Research, 44, (2), 465-476

Year
2017

Control Deprivation Motivates Acquisition of Utilitarian Products

Journal Articles
Lee, Leonard with Chen C and Yap A
Journal of Consumer Research, 43, (6), 1031-1047

Year
2017

Affect as an ordinal system of utility assessment

Journal Articles
Lee, Leonard with Pham M T, Toubia O and Faraji-Rad A
Organizational Behavior and Human Decision Processes, 131, 81-94

Year
2015

View

Money, Time, and the Stability of Consumer Preferences

Journal Articles
Lee, Leonard with Lee M, Bertini M, Zauberman G and Ariely D
Journal of Marketing Research, 52, (2), 184-199

Year
2015

View

The Emotional Shopper: Assessing the Effectiveness of Retail Therapy

Journal Articles
Lee, Leonard
Foundations and Trends in Marketing, 8, (2), 69-145

Year
2015

View

The Interrelationships between Brand and Channel Choice

Journal Articles
Lee, Leonard with Neslin, S. A., Jerath, K., Badapati, A., Bradlow, E. T., Deighton, J., Gensler, S., Montaguti, E., Telang, R., Verhoef, P. C., Venkatesan, R. and Zhang, J.
Marketing Letters, 25(3), 319-330

Year
2014

View

The Limits of Attraction

Journal Articles
Lee, Leonard with Frederick, S. and Baskin, E.
Journal of Marketing Research, 51(4), 487-507

Year
2014

View

The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience

Journal Articles
Lee, Leonard with Tsai, C.
Journal of Consumer Research, 40(5), 943-959

Year
2014

View

The Temperature Premium: Warmer Temperatures Increase Object Valuation

Journal Articles
Lee, Leonard with Zwebner, Y. and Goldenberg, J.
Journal of Consumer Psychology, 24(2), 251-259

Year
2013

View

Crossing the Virtual Boundary: The Effect of Incidental Cues on Task Accomplishment

Journal Articles
Lee, Leonard with Zhao, M. and Soman, D.
Psychological Science, 23(10), 1200-1207

Year
2012

View

Feeling the Future: The Emotional Oracle Effect

Journal Articles
Lee, Leonard with Pham, M. T. and Stephen, A.
Journal of Consumer Research, 39(3), 461-477

Year
2012

View

Finding the Right Mix: How the Composition of Self-Managing Multicultural Teams' Cultural Value Orientation Influences Performance Over Time

Journal Articles
Lee, Leonard with Cheng, C., Chua, R. Y. J. and Morris, M. W.
Journal of Organizational Behavior, 33(3), 389-411

Year
2012

View

In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency

Journal Articles
Lee, Leonard with Amir, O and Ariely, D.
Journal of Consumer Research, 36(2), 173-187

Year
2009

View

If I'm Not Hot, Are You Hot or Not? Physical Attractiveness Evaluations and Dating Preferences as a Function of Own Attractiveness

Journal Articles
Lee, Leonard with Loewenstein, G., Ariely, D., Hong, J. and Young, J.
Psychological Science, 19(7), 669-677

Year
2008

View

Shopping Goals, Goal Concreteness, and Conditional Promotions

Journal Articles
Lee, Leonard with Ariely D.
Journal of Consumer Research, 33, (1), 60-70

Year
2006

View

Try It, You'll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer

Journal Articles
Lee, Leonard with Frederick, S. and Ariely D.
Psychological Science, 17(12), 1054-1058

Year
2006

View

Books/Monographs

The Therapeutic Utility of Shopping: Retail Therapy, Emotion Regulation, and Well-Being

Books/Monographs
Lee, Leonard with Bottger T M
The Routledge Companion to Consumer Behaviour

Year
2017

View

The Psychology of the Asian Consumer

Books/Monographs
Lee, Leonard with Schmitt B.
(eds.), 176pp, Routledge

Year
2015

View

Emerging Research Themes on the Asian Consumer

Books/Monographs
Lee, Leonard
In The Psychology of the Asian Consumer (pp9-22), 14pp, Routledge.

Year
2015

View

Others

Does Your Date Still Look as Hot Today?

Others
Lee, Leonard
The Straits Times (March 6, 2016)

Year
2016

View

How Discounts Affect Enjoyment

Others
Lee, Leonard
TODAY (December 16, 2015)

Year
2015

View

Cash Tills Ring, Are You Listening?

Others
Lee, Leonard
The Straits Times (December 6, 2015)

Year
2015

View

How to Pitch Unpopular Policies

Others
Lee, Leonard with Christopher Chong and Lee Yih Ywai
TODAY (October 23, 2015)

Year
2015

View

To Get Shoppers to Spend, Turn Up the Heat

Others
Lee, Leonard
TODAY (September 3, 2015)

Year
2015

View

The Value of Sports Sponsorship in S'pore

Others
Lee, Leonard
TODAY (June 4, 2015)

Year
2015

View

Research / Teaching Areas

Affect And Decision Making

Shopping Behavior And Motivations

Consumer Psychology

Courses

  • BZD6012, Experimental Methods for Behavioral Research (PhD)
  • BMS5506, Consumer Behavior (Master)
  • MKT3402, Consumer Behavior (Undergraduate)

Membership & Professional Activities

  • Associate Editor, Journal of Consumer Research (JCR), June 2015 – present
  • Associate Editor, Journal of Consumer Psychology (JCP), January 2018 – present
  • Co-Editor, Journal of the Association for Consumer Research (JACR), Issue on "Consumer Emotions in the Marketplace" (Vol 2, No 4), 2019
  • Area Editor, International Journal of Research in Marketing (IJRM), May 2014 – December 2015
  • Editorial Review Board, Journal of Marketing, July 2018 - present
  • Editorial Review Board, International Journal of Research in Marketing (IJRM), January 2013 – present
  • Editorial Review Board, Customer Needs and Solutions, January 2014 – present
  • Editorial Review Board, Journal of Consumer Psychology (JCP), February 2016 – December 2017
  • Editorial Review Board, Journal of Consumer Research (JCR), July 2012 – May 2015
  • Editorial Review Board, Journal of Retailing, January 2015 – November 2017
  • Editorial Review Board, Frontiers in Emotion Science, January 2012 – June 2015
  • Advisory Panel, Society for Consumer Psychology (SCP), December 2015 – October 2018
  • Conference Co-Chair, Association for Consumer Research (ACR) Annual Conference, Atlanta, GA, USA, October 2019
  • Associate Editor, American Marketing Association (AMA) Winter Conference, Orlando, FL, USA, 2017
  • Associate Editor, Association for Consumer Research (ACR) Annual Conference, Berlin, Germany, 2016
  • Working Paper Track Co-Chair, Association for Consumer Research (ACR) Annual Conference, Chicago, IL, USA, October 2013
  • Conference Co-Chair, Advertising and Consumer Psychology (ACP), Singapore, December 2012
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