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Federation Business School

Prof Christina Lee

Federation Business School
Building B
Mt Helen 


Supervision interests

Current PhD students projects (Monash University Malaysia):

  1. Unravelling the Past as We Know it: A historical analysis of the development of gendered discourses in Malaysia
  2. Service Failure: The Effect of Corporate Social Responsibility on Consumer Forgiveness
  3. From “Sick Man” to “Strong Man” of Asia: Chinese Consumers’ Identity Projects through International Tourism
  4. Housing Policy in Malaysia: Strategic actions of actors from network and institutional perspectives.

Research interests

Consumer research from a psychological or sociological perspective in the areas of sustainable consumption, social marketing, services and decision making.

Current research projects

  1. Is Failure Equal to Loss? Effects of Failure on Subsequent Risk-seeking Behavior
  2. Sustaining Green Hotel Practices
  3. Ego-self to Eco-self: How do we form the ecological self?
  4. Conceptualising scepticism


Selected publications:

Little, V., Lee, C. K. C. & Nair, S. (Forthcoming), Macro-Demarketing: The Key to Unlocking Unsustainable Production and Consumption Systems?", Journal of Macromarketing

Ewe, S. Y., Gul, F., Lee, C. K. C. & Yang, C. Y. (2018), “The Role of Regulatory Focus and Information in Investment Choice: Some Evidence Using Visual Cue to Frame Regulatory Focus” in Journal of Behavioural Finance. 19 (1), 89-100.

Kunchamboo, V., Lee, C. K. C., and Brace-Govan, J. (2017), Nature as Extended-Self: Sacred Nature Relationship and Implications for Responsible Consumption Behavior in special issue of Journal of Business Research, 74 (May), 126–132.

Lee, C. K.C, Yap, C. S. F. & Levy, D. S. (2016).  Place identity and sustainable consumption: Implications for social marketing, Journal of Strategic Marketing, 24(7),1-16.

Lee, C. K.C., Levy, D. S., & Yap, C. S. F. (2015). How does the theory of consumption values contribute to place identity and sustainable consumption? International Journal of Consumer Studies39(6), 597-607.

Ewe S.Y., Yap, S.F. and Lee, C. K.C., (2015). Network externalities and the perception of innovation characteristics: mobile banking, Marketing Intelligence & Planning, 33(4), 592 – 611.

Emerald Literati Network Awards for Excellence, highly commended paper 2016.

Yap, F. S. C. and Lee, C. K.C. (2014). Leveraging the power of online social networks: A contingency approach, in Marketing Intelligence & Planning, 32(3), 345 – 374.

Kunchamboo, V. and Lee, C. K. C. (2012), “The Meaning of Nature and its Implications for Individual Consumption Behaviour” In Advances in Consumer Research, Zeynep Gürhan-Canli, Cele Otnes and Rui (Juliet) Zhu, ed. Vol. 40, 395-402. Provo, UT: Association for Consumer Research. (ERA A)

Morrish, Sussie and Lee, C. K. C. (2011), Country of origin as a source of sustainable competitive advantage: The case for international higher education institutions in New Zealand, Journal of Strategic Marketing,19(6), 517-529.

Levy, Deborah, Murphy, Larry and Lee, Christina (2008), Influences and emotions: Exploring household decision-making processes when buying a house. Housing Studies, 23(2), 271- 289.

Colgate, M., Tong, V. T. U., Lee, C. K. C. and Farley, J. U. (2007), “Back from the Brink: Why Customers Stay”, Journal of Service Research, 9(3), 211-228. [“Best Article Award Finalist]

Martin, B., Lee, C. K. C. and Yang, F. (2004), The Influence of Ad Model Ethnicity upon Attitudes: Evidence from New Zealand, Journal of Advertising, 33(4), p27-38.

Levy, Deborah and Lee, Christina K. C. (2004). The influence of family members on housing purchase decisions.  Journal of Property, Investment and Finance, Special Behavioural Edition, Vol 22 No. 4, p320-338.  (ERA A)

Lee, C. K. C. and Collins, B.A. (2000), Family decision making and coalition patterns, European Journal of Marketing. 34(9/10), p1181-1198.