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.
Research and Teaching Interests
Embodiment, metaphor, social cognition, unconscious processes, knowledge activation and use, judgment and decision making, culture