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Professor in Marketing, Founding Director of the Centre for Human and Cultural Values, and Director of Research at the UWA Business School, The University of Western Australia

Julie Anne Lee is the Founding Director of the Centre for Human and Cultural Values and the Director of Research at the UWA Business School. She is a Professor in the Marketing discipline with a strong psychological focus. Julie completed her PhD at the University of Illinois - Urbana Champaign in 1996, and 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, including those focusing on international and cross-cultural consumer behaviour, market research and marketing strategy. She has also consulted across a range of industries and organizations drawing on her expertise in human and cultural values and cross-culture consumer behaviour.

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, European Journal of Personality, 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, Journal of Travel Research among others. She has also published several books, including Marketing Across Cultures (6th Edition) and International & Cross-Cultural Business Research with Jean-Claude Usunier and Hester van Herk.


  • –present
    Professor in the area of cross-cultural consumer psychology, University of Western Australia


  • 1996 
    University of Illinois, PhD