Associate Professor Wonkyong (Beth) Lee, DAN Department of Management and Organizational Studies, Faculty of Social Science, Western University, is a consumer researcher whose work spans Social influence, Attitude and persuasion, International advertising, Consumer and health behaviour, and Social marketing. Drawing on social psychology, she studies how culture, norms, and persuasive communication shape consumer judgment and behaviour in marketplace and health contexts. Lee’s research mission is to generate insight that improves communication effectiveness and socially beneficial behaviour change. She teaches consumer behaviour and integrated marketing communications at Western University and holds a doctorate in social psychology from the University of Waterloo.