Dr. Wonkyong Lee

Biography

Wonkyong Lee is an Associate Professor in the DAN Management program at Western University. She received her PhD in Social Psychology from the University of Waterloo in 2007. Her research focuses on the influence of social factors such as culture and norms on consumer behavior, particularly in the contexts of attitude persuasion and international advertising. Lee's work often explores consumer health behaviors and the application of social marketing strategies. She has published various papers on topics such as ethical branding, the marketing of e-cigarettes to youth, and the social marketing campaigns in Malaysia aimed at controlling tobacco use. Additionally, she has contributed to academic publications in leading journals within the field of business ethics and health communications. Lee's teaching interests align with her research, covering consumer behavior and integrated marketing communications. She actively engages in research that deepens the understanding of how marketing can ethically influence public health and consumer actions.

Research Interests