Professor Julie Lee

Julie Anne Lee earned her PhD at the University of Illinois at Urbana-Champaign, USA. She is currently a Professor in the Business School at the University of Western Australia. Prior to this, she was an Associate Professor at the University of Hawaii and an Assistant Professor at the University of Miami. Her research focuses on personal and cross-cultural values, including the theory, measurement and application in consumer behaviour and tourism contexts. She has published in highly regarded journals in the fields of psychology, marketing, management, tourism and international business. She has also published two books: Marketing Across Cultures (2013) with Jean-Claude Usunier, which is in its 6th edition and, more recently, International and Cross-Cultural Business Research (2017) with Jean-Claude Usunier and Hester van Herk. Julie has also consulted across a range of industries and organizations, drawing on her expertise in cross cultural consumer behaviour and marketing research. She has taught undergraduate, 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.


Why The Values Project?

The Values Project is a multi-year program between The University of Western Australia and Pureprofile that is partly funded by a Linkage Grant from the Australian Research Council (LP150100434). It enables people to understand how values shape and influence the things that matter most to them in life. A greater understanding of values can help people choose goals and plan for their future by making better decisions.

Sound good? Start The Values project and discover what makes you tick. You could be one of thousands rewarded for your time.

Start the values survey