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Mark  Lee - Ted Rogers School of Management. Toronto, ON, CA

Mark Lee Mark  Lee

Associate Professor and Interim Director | Ted Rogers School of Management

Toronto, ON, CANADA

Mark Lee is an expert in Social Networks, Sensory Marketing, Retail/Marketing Education, and Virtual Reality.





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Dr. Seung Hwan (Mark) Lee is an Associate Professor at Ted Rogers School of Retail Management at Ryerson University. He earned his Ph.D. in Business Administration from the Ivey School of Business at Western University. He completed his MBA at University of Windsor and Bachelor's degree in Arts & Science at McMaster University. His previous work experiences include working for Coca-Cola and General Motors.

Dr. Lee’s primary research interests are in the consumer behavior discipline, specifically focusing on the structural dynamics of social networks and its impact on retail consumers. Professor Lee also contributes to the topic of branding, marketing education, and sensory marketing. He has published in top tier journals which include Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, and Journal of Business Research. Dr. Lee previously taught Principles of Marketing at Western University where he was awarded the university-wide excellence in Teaching Award in 2011. He also taught Consumer Behavior at Colorado State University where he was the recipient of the Best Teacher Award in 2013.

Areas of Expertise (4)

Virtual Reality Sensory Marketing Social Networks Retail/Marketing Education


Accomplishments (3)

Best Paper Award (professional)

Journal of Advancement of Marketing Education

Best Paper Award (professional)

Administrative Sciences Association of Canada

Best Reviewer of the Year Award (professional)

Marketing Education Review

Education (3)

Western University: Ph.D. 2011

University of Windsor: M.B.A. 2006

McMaster University: B.A. 2004

Selected Articles (5)

Pictures are Worth a Thousand Words: Utilizing Photographic Narrative Inquiry to Identify Retail Atmospherics. Journal for Advancement of Marketing Education

Seung Hwan Mark Lee, Ksenia Sergueeva


In the past, studies of retail environments have explored number of atmospheric stimuli to influence consumer shopping behavior. One of the major challenges for retail educators is getting students to differentiate the diverse functions of retail atmospherics. Our teaching innovation focuses on increasing student engagement and understanding retail atmospheric through photographic narrative inquiry. Thus, we propose the Photographic Narrative Inquiry Retail Atmospheric (PNIRA) exercise. This is a field-based exercise that requires students to visit a retail store, take notes, pictures and synthesize information into a short essay, using the concepts/theories related to the course as a way to understand the components of retail atmospherics.

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I’ll laugh, but I won’t share: The role of darkness on evaluation and sharing of humorous online taboo ads Journal of Research in Interactive Marketing

Seung Hwan Lee, Alan Brandt Jr, Yuni Groff, Alyssa Lopez, Tyler Neavin


This paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others.

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The warmth of our regrets: Managing regret through physiological regulation and consumption Journal of Consumer Psychology

Jeff D Rotman, Seung Hwan Mark Lee, Andrew W Perkins


This research suggests that experiencing action regret induces a change in psychological and physical warmth, motivating individuals to ameliorate that change via interaction with objects that are perceived to be physically or psychologically opposite in temperature. Experiment 1 revealed individuals experiencing action regret felt more self-conscious emotions, and subsequently preferred cold (versus hot) drinks. Experiment 2 replicated this effect and ruled out arousal as a possible alternative explanation. Experiment 3 furthered this link by demonstrating that those feeling more self-conscious emotions felt warmer and subsequently preferred cold (versus hot) drinks. Finally, experiment 4 found that advertisements manipulated for temperature (e.g., cold climate) mitigated the psychological effects of action regret. We interpret the results of these four studies within the emerging field of embodied cognition, which argues that our understanding of emotional concepts is grounded in, and can be influenced by, physical experiences.

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Assessing Google Cardboard virtual reality as a content delivery system in business classrooms Journal of Education for Business

Seung Hwan Lee, Ksenia Sergueeva, Mathew Catangui, Maria Kandaurova


In the past, researchers have explored virtual reality (VR) as an educational tool primarily for training or therapeutic purposes. In this research, the authors examine the potential for using Google Cardboard VR in business classrooms as a content delivery platform. They specifically investigate how VR (viewing a 3-dimensional, 360° video) differs from the traditional flat-screen (FS) format (viewing a 2-dimensional video [e.g., iPod (Apple, Cupertino, CA)]) as a teaching tool to deliver video-based content. The results demonstrate that participants in the VR condition (vs. the FS condition) rated their enjoyment and interest to be higher. However, the Google Cardboard VR platform was not superior to the iPod FS format in its content delivery with respect to novelty, reliability, and understandability.

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Virtual reality and implications for destination marketing 48th Annual Travel and Tourism Research Association

Tom Griffin, Juleigh Giberson, SH Lee, Daniel Guttentag, Maria Kandaurova, Ksenia Sergueeva, Frédéric Dimanche


Marketing tourism is challenging, as consumers must be convinced to purchase an intangible product that they may have no experience with. The use of visual imagery can be useful in communicating what a destination is like, and the types of experiences available. Virtual Reality (VR) is becoming more mainstream, and offers users a more immersive experience that feels more like the real thing. There is great potential, therefore, for destinations to use VR to promote themselves to potential visitors. However, little research has been done on how VR can affect destination image and intent to visit.

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