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Spike W. S. Lee

Lee S

    Spike W. S. Lee

    Assistant Professor of Marketing

    Degrees: 2012 PhD, Social Psychology, University of Michigan. Chair: Norbert Schwarz.
    “Psychological consequences of embodied and metaphorical thinking:
    Empirical properties, theoretical implications, and future directions.”

    2010 MS, Social Psychology, University of Michigan. Advisor: Norbert Schwarz.
    “Clean your dirty mouth—No, not your hands: Modality-specific
    embodiment of the morality-hygiene metaphor.”

    2007 BSSc, Psychology, First-Class Honors, Chinese University of Hong Kong.
    Advisor: Michael Harris Bond. “Language as a culture-prime: Situated
    cognition and motivation effects on the self.”


    Spike W. S. Lee is an Assistant Professor of Marketing at the University of Toronto. He is interested in the embodied and metaphorical nature of human thinking, which often leads to quirky effects (e.g., physical cleansing helps people move on by "wiping the slate clean"; when people "smell something fishy," they become suspicious and invest less money in a trust-dependent economic game). Specifically, he explores how the mind interacts with the body in multiple ways; why mind-body relations are often predicted by the metaphors we use; when and how metaphors influence judgment, affect, and behavior; what cognitive principles govern these metaphorical effects and how they vary by experimental, social, and cultural context.

    Academic Positions

    2016 - present  Assistant Professor of Psychology (Cross-Appointment); University of Toronto
    2012 - present  Assistant Professor of Marketing; University of Toronto

    Selected Publications - Papers

    Academic / Professional Service

    2016-2017  Editor, Special Issue; Journal of the Association for Consumer Research
    2013  Editor, Special Issue; Journal of Consumer Psychology
    2013-2014  Editor, Special Issue; In-Mind
    2016-2018  Board Member; Social Sciences, Humanities, and Education Research Ethics Board, University of Toronto
    2014-2018  Organizer, Annual Speaker Series; Department of Marketing, Rotman School of Management

    Honors and Awards

    2018  Early Researcher Award; Ontario Ministry of Research, Innovation and Science
    2016  Rising Star; Association for Psychological Science
    2010  Early Graduate Student Researcher Award; American Psychological Association

    Research and Teaching Interests

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