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Dr. Seung Hwan (Mark) Lee
Associate Dean: Engagement & Inclusion | Professor
DepartmentRetail Management
EducationB. A&Sc, MBA, PhD
OfficeTRS 3-018
Phone(416) 979-5000 ext: 557606
Overview
Dr. Seung Hwan (Mark) Lee is a Professor & Associate Dean at Ted Rogers School of Management at 成人大片. He earned his Ph.D. in Business Administration from the Ivey School of Business at Western University. He completed his MBA at the University of Windsor and Bachelor's degree in Arts & Science at McMaster University.
He is an award-winning scholar, educator, and thought leader in retail and marketing, with a special focus on consumer behavior in technology-enabled environments. His research examines how digital innovations such as virtual reality, conversational AI, blockchain, and the metaverse influence consumer experiences, retail strategy, and technology adoption. He has published over 60 peer-reviewed articles in journals including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, and Computers in Human Behavior. His work also addresses social networks, retail environments, and consumer decision making.
Dr. Lee received the university wide Excellence in Teaching Award at Western University and the Best Teacher Award at Colorado State University. He also recognized internationally receiving the the Axcess-Capon Distinguished Teaching Award from the Society for Marketing Advances, becoming only the second Canadian to receive this recognition. In 2022, he received the Chancellor鈥檚 Award of Distinction recognizing the sustained educational leadership and sustained record of teaching excellence. Dr. Lee is also the former editor of Marketing Education Review. A and member of the , he contributes to discussions on the future of marketing, inclusion, digital transformation, and consumer insights.
Retail Technology, Virtual Reality and Immersive Media, Digital Marketing and Social Media, Artificial Intelligence, Technology Adoption and Consumer Experience, Marketing Education
| Research and Selected Publications |
|---|
| 61. Fares, Omar and Seung Hwan (Mark) Lee (Forthcoming), 鈥淐onsumer Acceptance of Conversational Bots: Systematic Literature Review and Meta-Analysis,鈥 Journal of Consumer Behaviour. |
| 60. Fares, Omar, Shelley Haines, Seung Hwan (Mark) Lee, Ali Azmy, Myuri Mohan, and Selena Le (Forthcoming), 鈥淩etail Metaverse Acceptance: A Meta-analysis with Hofstede鈥檚 Cultural Moderation鈥, Journal of Retailing. |
| 59. Pearson, Victoria, Omar Fares, and Seung Hwan (Mark) Lee (Forthcoming), 鈥淲ho Pays Attention Matters: How Sociodemographics and News Engagement Shape Corporate Confidence in Canada鈥, Canadian Journal of Administrative Sciences. |
| 58. Fares, Omar, Joe Aversa, and Seung Hwan (Mark) Lee (Forthcoming), 鈥淭he Digital Divide: Psychographic Segmentation in the Canadian Banking Context鈥, Journal of Marketing Analytics. |
| 57. Fares, Omar, Joe Aversa, Seung Hwan (Mark) Lee, and Jenna Jacobson (2024), 鈥淰irtual Reality (VR): A Review and a New Framework for Integrated Adoption鈥, International Journal of Consumer Studies, 48(2), e13040. |
| 56. Butt, Irfan, Maha Khamis Al Balushi, Seung Hwan (Mark) Lee, Myuri Mohan, Naseer Ahmad Khan, and Shelley Haines (2023), 鈥淔our Decades of Counterfeit Research: A Bibliometric Analysis鈥, Cogent Business & Management, 10(3), 2284814. |
| 55. Gomez, Juan M., Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (2023), 鈥淏lockchain in the Food Industry: Integrating Machine Learning in a Systematic Literature Review鈥, Journal of International Technology and Information Management, 32(1), 32-58. |
| 54. Haines, Shelley, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (2023), 鈥淪ocial Media Fashion Influencer eWOM Communications: Understanding the Trajectory of Sustainable Fashion Conversations on YouTube Fashion Haul Videos鈥 Journal of Fashion Marketing and Management, 27(6), 1027-1046. |
| 53. Griffin, Tom, Daniel Guttentag, Seung Hwan (Mark) Lee, Juleigh Giberson, and Frederic Dimanche (2023), 鈥淚s VR Always Better for Destination Marketing? Comparing Different Media and Styles鈥, Journal of Vacation Marketing, 29(1), 119-140. |
| 52. Quach, Xuan and Seung Hwan (Mark) Lee (2022), 鈥淣eed for Cognitive Closure and Mobile Personalization: A Cluster Analysis鈥, International Journal of Retail & Distribution Management, 51(8), 991-1009. |
| 51. Fares, Omar H., Irfan Butt, and Seung Hwan (Mark) Lee (2022), 鈥淯tilization of Artificial Intelligence in the Banking Sector: A Systematic Literature Review鈥, Journal of Financial Services Marketing, 1-18. |
| 50. Baek, Eunsoo, Shelley Haines, Omar H. Fares, Zhihong Huang, Yuwei Hong, and Seung Hwan (Mark) Lee (2022), 鈥淒efining Digital Fashion: Reshaping the Field via a Systematic Review鈥, Computers in Human Behavior, 137, 107407. |
| 49. Ng, Pearlyn, Xuan Quach, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (Forthcoming), 鈥淓ssential Item Purchases During COVID-19: A Cluster Analysis of Psychographic Traits鈥, Journal of Global Scholars of Marketing Science. |
| 48. Haines, Shelley and Seung Hwan (Mark) Lee (2021), 鈥淥ne Size Fits All? Segmenting Consumers to Predict Sustainable Fashion Behavior鈥, Journal of Fashion Marketing & Management. |
| 47. Fiocco, Alexandra, Geneva Millet, Danielle D鈥橝mico, Laura Krieger, Yadurshana Sivashankar, Seung Hwan (Mark) Lee, and Richard Lachman (2021), 鈥淰irtual Tourism for Older Adults Living in Residential Care: A Mixed Methods Study鈥, PLOS One, 16(5) |
| 46. Ratnichkina, Polina, Seung Hwan (Mark) Lee, and Shelley Haines (2021), 鈥淐ommunicating Returnable Packaging via Ease of Use Labeling鈥 International Review of Retail, Distribution, and Consumer Research. |
| 45. Quach, Xuan and Seung Hwan (Mark) Lee (2021), 鈥淧rofiling Gifters via a Psychographic Segmentation Analysis: Insights for Retailers鈥 International Journal of Retail & Distribution Management. |
| 44. Alzayat, Ayman and Seung Hwan (Mark) Lee (2021), 鈥淰irtual Products as an Extension or a Presentation of My Body: Exploring Hedonic and Utilitarian Shopping Value in Retail Environment鈥, Journal of Business Research, 130, 348-363. |
| 43. Hamdan, Lara, and Seung Hwan (Mark) Lee (2021), 鈥淏rand Balance: The Effect of Influencer Brand Encroachment on Interactivity鈥 International Journal of Retail & Distribution Management. |
| 42. Dehghani, Milad, Fulya Acikgoz, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), 鈥淎 Holistic Analysis towards Understanding Consumer Perceptions of Virtual Reality Devices in the Post-adoption Phase鈥, Behaviour & Information Technology. |
| 41. Baek, Eunsoo, Zhihong Huang, and Seung Hwan (Mark) Lee (2021), 鈥淢ore Than What Meets the Eye: Understanding the Effects of Poly-Contextual Cues in Online Fashion Retailing鈥, Journal of Retailing and Consumer Services. |
| 40. Seo, Youngme, Cynthia Holmes, and Seung Hwan (Mark) Lee (2021), 鈥淓xamining the Cash-only Price Discount and the Driving Forces of Cash-only Transactions in the Housing Market鈥, Journal of Real Estate Finance and Economics. |
| 39. Dehghani, Milad, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), 鈥淭ouching Holograms with Windows Mixed Reality: Renovating the Consumer Retailing Services鈥, Technology in Society, 63 |
| 38. Seo, Youngme and Seung Hwan (Mark) Lee (2021), 鈥淒eterminants of Tenure Choices among Young Households鈥, Real Estate Finance. |
| 37. Mashatan, Atefeh, Victoria Lemieux, Seung Hwan (Mark) Lee, Przemyslaw Szufel, and Zachary Roberts (2021), 鈥淯surping Double-Ending Fraud in Real Estate Transactions via Blockchain Technology鈥, Journal of Database Management, 32(1), 27-48. |
| 36. Sergueeva, Ksenia, Norman Shaw, and Seung Hwan (Mark) Lee (2020), 鈥淯nderstanding Barriers and Factors Associated with Consumer Adoption of Wearable Technology Devices in Managing Personal Health鈥 Canadian Journal of Administrative Sciences, 37(1), 45-60. |
| 35. Gunn, Frances, Anna Cappuccitti, and Seung Hwan (Mark) Lee (2020) 鈥淭owards Professionalizing Canadian Retail Management Careers: The Role of Vocational Anticipatory Socialisation鈥 International Journal of Retailing & Distribution Management, 48(3), 287-302. |
| 34. Cappuccitti, Anna, Frances Gunn, and Seung Hwan (Mark) Lee (2019), 鈥淓stablishing Knowledge Claims through Experiential Learning: The Case of Fashion Retail Labs鈥 Journal for Advancement of Marketing Education, 27(2), 1-9. |
| 33. Hall-Newton, Kathryn, Janice Rudkowski, Seung Hwan (Mark) Lee, Jacqueline Hogue, and Polina Ratnichkina, (2019) 鈥淢obile Devices in the Lecture Hall: Into It, Indifferent, or Intrusion?鈥 Journal of Education for Business, 94(6), 390-399. |
| 32. Kandaurova, Maria and Seung Hwan (Mark) Lee (2019), 鈥淭he Effects of Virtual Reality on Charitable Giving: The Role of Empathy, Guilt, Responsibility, and Social Exclusion鈥 Journal of Business Research, 100, 571-580. |
| 31. Fischbach, Sarah, Seung Hwan (Mark) Lee, and Maria Kandaurova (2018), 鈥淪ales Rock! Constructing Product Value: Anthropomorphizing Classroom Project鈥 Journal of Education for Business, 93(8), 430-435. |
| 30. Kelly, Kathleen, Seung Hwan (Mark) Lee, Heather Bowen Ray, and Maria Kandaurova (2018), 鈥淯sing the Photovoice Methodology to Increase Engagement and Sharpen Students鈥 Analytical Skills Regarding Cultures, Lifestyles, and Markets Internationally鈥 Marketing Education Review, 28(2), 69-74. |
| 29. Lee, Seung Hwan (Mark), Travis J. Simkins, Sean Luster, and Shahin Ahmed Chowdhury (2018), "Forgiving Sports Celebrities with Ethical Transgressions: Parasocial Relationships, Ethical Intent and Regulatory Focus Mindset" Journal of Global Sport Management, 3(2), 124-145. |
| 28. Lee, Seung Hwan (Mark), K. Douglas Hoffman, Shahin A. Chowdhury, and Ksenia Sergueeva (2018), 鈥淐reating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action鈥 Marketing Education Review, 28(2), 126-130. |
| 27. Baek, Eunsoo, Ho Jung Choo, and Seung Hwan (Mark) Lee (2018), 鈥淯sing Warmth as the Visual Design of a Store: Intimacy, Relational Needs, and Approach Intentions鈥 Journal of Business Research, 88, 91-101. |
| 26. Gunn, Frances, Seung Hwan (Mark) Lee, Anna Cappuccitti, and Hilary Taylor (2017), 鈥淧rofiling People鈥檚 Perceptions of Retail Management Careers鈥 International Review of Retail, Distribution, and Consumer Research, 27(5), 515-532. |
| 25. Lee, Seung Hwan (Mark), Ksenia Sergueeva, Mathew Catangui, and Maria Kandaurova (2017), 鈥淎ssessing Google Cardboard Virtual Reality as a Content Delivery System in Business Classrooms鈥 Journal of Education for Business, 92(4), 153-160. |
| 24. Rotman, Jeff D., Seung Hwan (Mark) Lee, and Andrew W. Perkins (2017), 鈥淭he Warmth of Our Regret: Managing Regret through Physiological Regulation via Consumptive Behaviors鈥 Journal of Consumer Psychology, 27(2), 160-170. (Equal Authorship) |
| 23. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), 鈥淧ictures are Worth a Thousand Words: Using Photographic Narrative Inquiry to Identify Retail Atmospherics鈥 Journal for Advancement of Marketing Education, 25, 8-14. |
| 22. Lee, Seung Hwan (Mark), Alan Brandt Jr, Yuni Groff, Alyssa Lopez, and Tyler Neavin (2017), 鈥淚鈥檒l Laugh but I won鈥檛 Share: The Role of Darkness on Evaluation and Sharing of Online Taboo Ads鈥 Journal of Research in Interactive Marketing, 11(1), 75-90. |
| 21. Gunn, Frances, Seung Hwan (Mark) Lee, Madelyn Steed (2017), "Student Perceptions of Benefits and Challenges of Mentoring programs: Divergent Perspectives from Mentors and Mentees" Marketing Education Review, 27(1), 15-26. |
| 20. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), 鈥淐hewing Increases Consumers鈥 Thought-Engagement in Retail Shopping鈥 Journal of Retailing and Consumer Services, 35, 127-132. |
| 19. Lee, Seung Hwan (Mark) (2016) "Learning Beyond Negotiation Tactics: The Sales Marketplace" Journal for Advancement of Marketing Education, 24, 22-28. |
| 18. Bhardwaj, Arjun, Israr Qureshi, Alison Konrad, and Seung Hwan (Mark) Lee (2016), 鈥淎 Two-Wave Study of Self-Monitoring Personality, Social Network Churn, and In-Degree Centrality in Close Friendship and General Socializing Networks鈥 Group & Organization Management, 41(4), 526-559. |
| 17. Lee, Seung Hwan (Mark), Donna Smith, and Ksenia Sergueeva (2016), 鈥淲hat Do Students Think 成人大片 Groupwork? An Investigation into Benefits, Challenges, and Student Suggested Solutions" Journal of Education for Business, 91(7), 380-386. |
| 16. Lee, Seung Hwan (Mark) (2016), 鈥淲hen are Frugal Consumers Not Frugal? The Influence of Personal Networks" Journal of Retailing and Consumer Services, 30, 1-7. |
| 15. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2016), 鈥淲rap-Attack Pack: Teaching Product Packaging鈥 Marketing Education Review, 26(1), 14-19. |
| 14. Lee, Seung Hwan (Mark), Gail Leizerovici, and Shuoyang Zhang (2015), 鈥淭he Satisfaction and Stress of Being a Market Maven: A Social Networks Perspective鈥 Journal of Consumer Behaviour, 14(5), 325-334. |
| 13. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2015), 鈥淎 CIT Investigation of Disruptive Faculty Behaviors: The Students鈥 Perspective鈥 Marketing Education Review, 25(2), 129-139. |
| 12. Lee, Seung Hwan (Mark) and Sean Luster (2015), 鈥淭he Social Network Implications of Prestigious Goods among Young Adults: Evaluating the Self vs. Others鈥 Journal of Consumer Marketing, 32(3), 199-208. |
| 11. Lee, Seung Hwan (Mark) and Hoffman, K. Douglas (2015), 鈥淟earning the ShamWOW: Using Infomercials to Teach the AIDA Model鈥 Marketing Education Review, 25(1), 9-14. |
| 10. Lee, Seung Hwan (Mark), Jeff D. Rotman, and Andrew W. Perkins (2014), 鈥淓mbodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors鈥 Journal of Consumer Psychology, 24(2), 234-240. |
| 9. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2014), 鈥淎 CIT Investigation of Disruptive Student Behaviors: The Students鈥 Perspective鈥 Marketing Education Review, 24(2), 115-126. |
| 8. Lee, Seung Hwan (Mark) (2014), 鈥淭he Role of Consumers鈥 Network Position on Information-Seeking Behavior of Experts and Novices: A Power Perspective鈥 Journal of Business Research, 67(1), 2853-2859. |
| 7. Lee, Seung Hwan (Mark), Israr Qureshi, Alison M. Konrad, and Arjun Bhardwaj (2014), 鈥淧roactive Personality Heterophily and the Moderating Role of Proactive Personality on Network Centrality and Psychological Outcomes: A Longitudinal Study鈥 Journal of Business & Psychology, 29(3), 381-395. |
| 6. Xiao, Na and Seung Hwan (Mark) Lee (2014), 鈥淭he Role of Brand Identity fit, C-B Identification, and Coping on Co-Branding Decisions鈥 European Journal of Marketing, 48(7/8), 1239-1254. |
| 5. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2014), 鈥淭he Iron Inventor: Utilizing Creative Problem Solving to Spur Student Creativity鈥 Marketing Education Review, 24(1), 69-74. |
| 4. Lee, Seung Hwan (Mark) (2013), 鈥淓thics and Expertise: A Social Networks Perspective鈥 Journal of Business Ethics, 118(3), 607-621. |
| 3. Noseworthy, Theodore J., June Cotte, and Seung Hwan (Mark) Lee, (2011), 鈥淭he Effects of Ad Context and Gender on the Identification of Visually Incongruent Products鈥 Journal of Consumer Research, 38(2), 358-375. |
| 2. Lee, Seung Hwan (Mark), June Cotte, and Theodore J. Noseworthy (2010), 鈥淭he Role of Network Centrality in the Flow of Consumer Influence鈥 Journal of Consumer Psychology, 20(1), 66-77. |
| 1. Armstrong-Stassen, Marjorie and Seung Hwan (Mark) Lee (2009), 鈥淭he Effect of Relational Age on Older Canadian Employees鈥 perceptions of Human Resource Practices and Sense of Worth to their Organization鈥 International Journal of Human Resource Management, 20(8), 1753-1769. |
| Year | Awards & Honours |
|---|---|
| 2025 | American Collegiate Retailing Association - Best Paper: Graduate Student Category (Advisor) |
| 2024 | Society of Marketing Advances - Best Track Paper: Consumer Behaviour |
| 2023 | Ivey Publishing - 2023 Ivey Publishing Best Seller Award |
| 2022 | Toronto Metropolitan U - Chancellor鈥檚 Award of Distinction |
| 2022 | Korea Distribution Association - Best Conference Paper Award |
| 2022 | American Collegiate Retailing Association - Best Track Paper: Ethics, CSR, and Sustainability |
| 2022 | American Collegiate Retailing Association - Best Track Paper: Digitalization in Retailing |
| 2021 | Marketing Education Review - Editorial Board Super Reviewer |
| 2021 | American Collegiate Retailing Association - IJRDM Best Conference Paper Award |
| 2020 | American Collegiate Retailing Association - Best Pedagogy Paper Award |
| 2020 | Ivey Publishing - 2020 Ivey Publishing Best Seller Award |
| 2020 | Toronto Metropolitan U - Outstanding Graduate Education Award |
| 2019 | Society of Marketing Advances - Axcess-Capon Distinguished Teaching Award |
| 2019 | American Collegiate Retailing Association - Best Collab. Paper Award: Runner-up |
| 2018 | Toronto Metropolitan U [TRSM] - Dean鈥檚 SRC (Research) Award |
| 2017 | Toronto Metropolitan U [TRSM] - TRSM Research Recognition Award: Retail Mgmt. |
| 2017 | European Association for Education & Research - EAERCD Best Conference Paper |
| 2017 | Administrative Sciences Association of Canada - ASAC Best Paper Award: Sports & Tourism Division |
| 2016 | Journal of Advancement for Marketing Education - JAME Article of the Year Award |
| 2015 | Marketing Education Review - MER Best Reviewer of the Year Award |
| 2014 | Marketing Education Review - MER Article of the Year Award |
| 2013 | Colorado State U - Alumni Association Best Teacher Award (University) |
| 2011 | Western U - Award of Excellence in Teaching (University) |
| 2010 | Administrative Sciences Association of Canada - ASAC Best Paper Award: Marketing Division |
| 2008 | Administrative Sciences Association of Canada - ASAC Outstanding Reviewer Award |
| 2008 | Administrative Sciences Association of Canada - ASAC Honourable Mention Award: Marketing Division |