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Professor in Marketing and the Director of the Centre for Human and Cultural Values, University of Western Australia

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.


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


  • 1996 
    University of Illinois, PhD