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

Suher, Jacob, Szu-Chi Huang and Lee, Leonard (2020), "Planning for Multiple Shopping Goals in the Marketplace", Journal of Consumer Psychology, (forthcoming)
Shaddy, Franklin and Lee, Leonard (2019), "Price Promotions Cause Impatience", Journal of Marketing Research, (forthcoming)
Chung, Jaeyeon and Lee, Leonard (2019), "To Buy or to Resist: When Upward Social Comparison Discourages New Product Adoption", Journal of the Association for Consumer Research , 4(3), 280-292
Lee, Leonard, 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 (2018), "From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model", Journal of the Association for Consumer Research , 3, 3, 277-293, Journal of the Association for Consumer Research
Morales A C, Amir O and Lee, Leonard (2017), "Keeping it Real in Experimental Research: Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior", Journal of Consumer Research, 44, 2, 465-476

Selected Publications

20

Journals

3

Books

6

Others

Journal Articles

Suher, Jacob, Szu-Chi Huang and Lee, Leonard (2020), "Planning for Multiple Shopping Goals in the Marketplace", Journal of Consumer Psychology, (forthcoming)
Shaddy, Franklin and Lee, Leonard (2019), "Price Promotions Cause Impatience", Journal of Marketing Research, (forthcoming)
Chung, Jaeyeon and Lee, Leonard (2019), "To Buy or to Resist: When Upward Social Comparison Discourages New Product Adoption", Journal of the Association for Consumer Research , 4(3), 280-292
Lee, Leonard, 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 (2018), "From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model", Journal of the Association for Consumer Research , 3, 3, 277-293, Journal of the Association for Consumer Research
Morales A C, Amir O and Lee, Leonard (2017), "Keeping it Real in Experimental Research: Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior", Journal of Consumer Research, 44, 2, 465-476
Chen C, Lee, Leonard and Yap A (2017), "Control Deprivation Motivates Acquisition of Utilitarian Products", Journal of Consumer Research, 43, 6, 1031-1047
Pham M T, Toubia O, Faraji-Rad A and Lee, Leonard (2015), "Affect as an ordinal system of utility assessment", Organizational Behavior and Human Decision Processes, 131, 81-94
Lee, Leonard, Lee M, Bertini M, Zauberman G and Ariely D (2015), "Money, Time, and the Stability of Consumer Preferences", Journal of Marketing Research, 52, 2, 184-199
Lee, Leonard (2015), "The Emotional Shopper: Assessing the Effectiveness of Retail Therapy", Foundations and Trends in Marketing, 8, 2, 69-145
Neslin, S. A., Jerath, K., Badapati, A., Bradlow, E. T., Deighton, J., Gensler, S., Lee, Leonard, Montaguti, E., Telang, R., Verhoef, P. C., Venkatesan, R. and Zhang, J. (2014), "The Interrelationships between Brand and Channel Choice", Marketing Letters, 25(3), 319-330
Frederick, S., Lee, Leonard and Baskin, E. (2014), "The Limits of Attraction", Journal of Marketing Research, 51(4), 487-507
Lee, Leonard and Tsai, C. (2014), "The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience", Journal of Consumer Research, 40(5), 943-959
Zwebner, Y., Lee, Leonard and Goldenberg, J. (2013), "The Temperature Premium: Warmer Temperatures Increase Object Valuation", Journal of Consumer Psychology, 24(2), 251-259
Zhao, M. , Lee, Leonard and Soman, D. (2012), "Crossing the Virtual Boundary: The Effect of Incidental Cues on Task Accomplishment", Psychological Science, 23(10), 1200-1207
Pham, M. T., Lee, Leonard and Stephen, A. (2012), "Feeling the Future: The Emotional Oracle Effect", Journal of Consumer Research, 39(3), 461-477
Cheng, C., Chua, R. Y. J., Lee, Leonard and Morris, M. W. (2012), "Finding the Right Mix: How the Composition of Self-Managing Multicultural Teams' Cultural Value Orientation Influences Performance Over Time", Journal of Organizational Behavior, 33(3), 389-411
Lee, Leonard, Amir, O and Ariely, D. (2009), "In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency", Journal of Consumer Research, 36(2), 173-187
Lee, Leonard, Loewenstein, G., Ariely, D., Hong, J. and Young, J. (2008), "If I'm Not Hot, Are You Hot or Not? Physical Attractiveness Evaluations and Dating Preferences as a Function of Own Attractiveness", Psychological Science, 19(7), 669-677
Lee, Leonard and Ariely D. (2006), "Shopping Goals, Goal Concreteness, and Conditional Promotions", Journal of Consumer Research, 33, 1, 60-70
Lee, Leonard, Frederick, S. and Ariely D. (2006), "Try It, You'll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer", Psychological Science, 17(12), 1054-1058

Books/Monographs

Lee, Leonard and Bottger T M (2017), "The Therapeutic Utility of Shopping: Retail Therapy, Emotion Regulation, and Well-Being", The Routledge Companion to Consumer Behaviour
Lee, Leonard and Schmitt B. (2015), "The Psychology of the Asian Consumer", (eds.), 176pp, Routledge
Lee, Leonard (2015), "Emerging Research Themes on the Asian Consumer", In The Psychology of the Asian Consumer (pp9-22), 14pp, Routledge.

Others

Lee, Leonard (2016), "Does Your Date Still Look as Hot Today?", The Straits Times (March 6, 2016)
Lee, Leonard (2015), "How Discounts Affect Enjoyment", TODAY (December 16, 2015)
Lee, Leonard (2015), "Cash Tills Ring, Are You Listening? ", The Straits Times (December 6, 2015)
Christopher Chong, Lee Yih Ywai and Lee, Leonard (2015), "How to Pitch Unpopular Policies", TODAY (October 23, 2015)
Lee, Leonard (2015), "To Get Shoppers to Spend, Turn Up the Heat", TODAY (September 3, 2015)
Lee, Leonard (2015), "The Value of Sports Sponsorship in S'pore", TODAY (June 4, 2015)

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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